捧哏与逗哏——谈平面广告中文案与图形的关系

Penggen and Dougen——About the Relationship between Words and the Figures in Advertisement

本文将平面广告设计中的文案与图形喻为"捧哏与逗哏",强调了文案与图形是相互支持、相互合作、相辅相成的传达着广告信息,本文反映了平面广告设计中文案与图形在广告成败之间的必然联系,并分析了平面广告文案与图形的几种互动关系。

In the essay, the plane design of advertisement is compared to penggen and dougeng. It emphasizes that words and figures in advertisement express the information of advertisement through supporting, cooperating and complementing to each other. It also reflects the necessary connection between words and figures in the design of advertisement and analyzes the mutual cooperation of words and figures in advertisement.