民国时期商业广告的修辞性研究

Rhetorical Research on Commercial Advertising Design in the Republic of China

文章对民国时期的商业广告进行修辞四分法分析,获得能为现代广告所用的创意与设计方法。通过案例分析法对民国商业广告中存在的修辞四分法理论进行逐个分析并建立设计模型,最终得出利用设计修辞四分法可以引发受众微妙的思想与情感,含蓄输出品牌价值,升华广告理念,获得意味深长的回顾性评价的结论。

This paper analyzes the commercial advertisements in the Republic of China by the rhetorical quartile method,and obtains the creative and design methods that can be used for modern advertisements.This paper analyzes the theory of rhetorical quartile in the commercial advertisement of the Republic of China one by one and establishes the design model.Finally,it is concluded that the use of design rhetoric quartile can trigger the audience's subtle thoughts and emotions,implicitly output the brand value,sublimate the advertising concept,and obtain meaningful retrospective evaluation.