符号学视阈下的报刊正文字体传播效果及应用

汉字和字体都是符号,汉字加入字体的变化,原本记录语言的文字实际上演变为一种图像,而图像比文字具有更多样的表意性。报刊正文在编辑排版过程中,不容忽视汉字和字体作为＂符号＂的两重基本功效和任务——信息认知和情感体悟,它们分别表现为字体的＂适读性＂和＂形象性＂。字体因不同形态各具造型功能,直接关系文字、文本的表情达意,影响传播效果。编辑人员应该把握认知心理规律,树立＂将汉字作为符号进行实际应用＂的理念,提高字体的传播效果。

Communication Effect and Applicationon of the Typeface in Main Text of Newspaper and Periodical from the Semiotic Perspective

Both Chinese character and typeface are symbols.When the styles of Chinese character have been changed by various typefaces,it will evolve from text that only records language to vivid image.Two basic functions of Chinese character from the Semiotic Perspective have never been neglected:information cognition and emotional experience. They were markee by reading-adaptation and style-visualizing in typeface.Editors should set a concept that regards words as symbol in practical use.