摘要
平面设计中图文隐喻多利用图片与文字的互动来传达其希望表达的意义。文章将对图文比喻进行分类,对平面广告中的文字与图像关系进行系统的划分,并结合相关案例探讨其构成并分析其作用。广告设计者利用图文方法对消费者产生强烈的视觉冲击力,使抽象或隐晦的商品诉求得以在公共场所更加生动的展示。在图像与文字双重作用下,让消费者在最短时间内可以更形象地了解商品和设计者赋予的意义。
The metaphors in print advertisements often use the interaction between pictures and words to convey the meaning they wish to express.This paper will classify the graphic metaphor, and make a systematic division of the relationship between the text and the image in the print advertisement, and discusses its composition and interpretation with the relevant cases.Advertising designers use graphic methods to produce a strong visual impact on consumers, so that abstract or obscure commodity demands can be displayed in public places, more vivid.Under the dual effects of image and text, consumers can understand the meaning of goods and designers more vividly in the shortest time.
作者
陈志莹
赵薇
Chen Zhiying;Zhao Wei(TUT School of Art ＆ Design,Tianjin 300384,China)
