平面广告图像叙事分析

An Analysis on Image Narration of Print Advertisements

平面广告中的图像存在于特定的语境中,由于特别的构图设计,这类图像完成了"空间性"向"时间性"跃进,可以有效地讲述"微型故事"。平面广告叙事呈现出图像中心化的趋势,不论叙事视点选择多么巧妙,这类图像叙事大都无法掩盖其商业逻辑。

The images on print advertisements always exist in specific contexts. With special design layouts, these images go beyond the limitations of space and time, and are capable of telling mini-sagas effectively. The narration of print advertisement demonstrates a tendency of image centralization. No matter how skilled the choice of narrative perspectives might be, the narration achieved through images can not cover up its business logic.