营销沟通中图像修辞及其影响

Pictorial Rhetoric of Marketing Communication and its Effect

图像修辞运用修辞视角对图像进行分析,探究图像的意义生成及其对读者解读的影响。本文以营销沟通中的说服性图像修辞为研究对象,分析了图像修辞的视觉对象结构和语义操作两个维度,梳理了影响消费者图像解读的因素以及图像修辞特征对消费者认知和情感的影响,并指出了营销沟通中字体、抽象图形、解读框架、构图结构、图层关系的后续研究潜力。

Pictorial rhetoric uses rhetorical means to analyse pictures and explore the process of meaning generation and its effect on audience interpretation. Focusing on the persuasive pictorial rhetoric of marketing communication, this paper analyses both the structure and the semantic operation of visual objects. At the same time, it summarises the factors that affect consumer interpretations of pictures and the effects that pictorial rhetoric has on consumers＇ cognition and emotion. Some relevant topics of the sequential studies of pictorial rhetoric are also identified.