平面广告和隐喻

The Flat Surface Advertisement and Metaphor

本文籍由隐喻的修辞学定义引出对平面广告领域中隐喻概念的探讨,并就隐喻在广告设计中的应用原则及意义等展开具体论证。贯穿全文,笔者提出隐喻不仅仅是展现技巧的视觉戏法,在更深层面上它是广告图像同传播信息的一种内在契合方式。论文联系心理学和传播学相关知识,尝试从一个崭新的视角来分析隐喻,以期在更深层面上窥得隐喻在平面广告领域里的使用规范和实用价值。

This composition draws out the discussion about the metaphor concept in flat surface advertisement field from rhetoric study,and launches the demonstration on the advertisement design application principle and the significance of the metaphor.Through the full text,the author proposes that the metaphor not merely some visual trick.To further extent,it is a kind of intrinsic conjunction between advertisement picture and information.Relating dissemination study and psychology knowledge,the paper attempts to analyze the metaphor from one brand-new angle.The author attempts to expound the standard and value of metaphor in the flat surface advertisement domain.