论广告摄影的视觉修辞

The Visual Rhetoric of Advertising Photography

广告摄影是一种信息集中、旨意明确的图像信息,解读一则广告摄影作品就是在解读摄影师的图像编码。借助罗兰·巴特的图像修辞学理论,通过对国内外广告摄影经典案例的深入分析,从摄影创作者和观者的角度去探讨广告摄影视觉语言的修辞形式和媒介特性,我们认为广告摄影通过直观的视觉元素和简明的修辞手法,与不同的社会、文化结合,共同缔造出了一个意识形态世界。我们将从视觉语言的修辞表达、符号特性两方面入手,考察广告摄影在创作时的图像修辞策略和意识形态意涵。

Advertising photography is images with centralized information and an express purpose. To analyze advertising photography is to interpret the photographer＇s coded images . With Roland Barthes＇ theory of visual rhetoric and through an in-depth analysis of the classic cases of domestic and international advertising photography, this article explores the forms and features of advertising photography from the photographer＇s and viewer＇s point of view. It posits that advertising photog- raphy, in conjunction with society and culture and through intuitive visual elements and simple rhetorical devices , creates an ideological world. The article then analyzes the strategies of visual rhetoric and ideological implications of advertising pho- tography in terms of factors such as the rhetorical expression of the visual language, symbols, characteristics, style, per- formance, technical characteristics, and social effects.