视觉说服的影像话语与叙事策略——关于形象宣传片的一个考察视角

The Imagery Discourses and Narrative Strategies of Visual Persuasion ——From the Perspective of Publicity Films

形象宣传片作为一种视觉说服,核心是影像话语和叙事策略的选择,其制作与传播应该摒弃话语思考中的抽象思维惯性、话语传递中的宣教思维惯性、话语选择中的影像思维惯性,从影像叙事的表现蒙太奇策略转换到以讲故事为核心的叙事蒙太奇策略,让影像人物变得更为真实,让影像叙事从诉诸理性转变为诉诸感性,让叙事姿态从主观变为客观,进而增强形象宣传片的愉悦感和认同感。

Publicity films are a kind of visual persuasion, whose core lies in the selection of the imagery discourses and narrative strategies. In the process of the production and spread of such films, thought inertia, which is embodied by be-ing abstract in the consideration of discourse, preaching the delivery of discourse as well as imagery in the selection of dis- course, must be given up with the expressive montage strategy of imagery narrations being replaced by narrative montage strategy with the core of telling stories, video characters being changed from symbolic heroes to real ones, imagery narra-tion appealing to rationality rather than sentimentality, narrative standpoint switching from being subjective to being ob-jective, so as to enhance the viewers＇ enjoyment and strengthen their sense of identity with the publicity films.