摘要
认知语言学的图形背景理论为传统图形背景的识别提供了共知的预设,但目前在广告行业,许多预设已经发生了变化,导致广告设计的新趋势。从图形背景动态和静态变化、大小对比、颜色差异、感知主体变化以及引起的场所和机能的转变入手,探索图形背景在预设方面的嬗变过程,可以清晰地展示其预设机制的嬗变,彰显图形背景理论中某些预设嬗变的魅力所在。
the Figure-ground Theory of Cognitive Linguistics provides traditional figure-ground research with common presupposition.However,in all walks of life,especially in the advertisement,many presuppositions have undergone,or are now undergoing great changes,leading to new trends of advertisements.This paper,from perspectives of the change between dynamic and static,the contrast between the big and small sizes,different colors,the change of cognitive subject as well as the change of the occasions and functions,explores the mechanism of the changes from the perspective of figure-ground presupposition.
出处
《重庆三峡学院学报》
2012年第6期122-125,共4页
Journal of Chongqing Three Gorges University
关键词
图形背景
预设
嬗变
figure-ground
presupposition
change
