论广告图像传播的修辞现象及其心理研究

视觉文化时代的到来,促使大量的广告图像产生。广告视觉传播在广告信息传播活动中具有特别的功能和意义。广告视觉传播以图像载动信息,通过媒体图像向受众传达信息,进而达到视觉说服的目的。修辞与语言文字的表现力有密切的联系,研究修辞现象的目的就是“从表达效果出发”。广告视觉传播存在图像传递信息表达效果的研究需要,因而修辞现象的研究有必要从传统语言修辞的领域扩展到广告视觉符号修辞的范畴中来。这意味着载负修辞现象的外在符号形式发生了转换,而这种修辞现象的载负外在符号形式的转换,与受众心理有着很重要的内在联系,并使广告图像传播获得较理想的心理效应。

On Rhetoric Phenomena in Advertising Image Communication & Its Psychology

The arrival of visual culture times has brought about large quantities of ad.images.The spread of ad.visuals has particular functions and meanings in the spreading activities of ad.Information.The spread of ad.Visuals carries information with images and conveys them to the audience through the media images for the purpose of gaining.The results of visual persuasion.Rhetoric has close connect with language's expressive force.The purpose of study on rhetoric phenomenon is for expressive effect.The spreading of ad.Visuals has its research needs like how information with images and how to prove expression effect.Thus the rhetoric phenomenon research has the necessity to expand from the traditional language rhetoric domain to in the advertisement vision mark rhetoric category.It means the forms of the outer signs which carry rhetorical arts have transformed and this transformation has important internal relationship with audience's psychology and it make the Ad.Visuals get ideal psychological results.