摘要
根据法国著名思想家罗兰·巴特的视觉修辞理论,文章从语言视觉修辞、图像视觉修辞和综合视觉修辞三个向度出发,首先基于视觉信息转化提出商业插画的视觉修辞类型,进而分析商业插画中图像建构的语言学修辞特征,最后强调商业插画中视觉图像的符号化建构与文化情境再现之间的内在关系。
According to the visual rhetoric theory of Roland Barthes,a famous French thinker,This paper starts from three dimensions:language visual rhetoric,image visual rhetoric and comprehensive visual rhetoric,Firstly,based on the transformation of visual information,the types of visual rhetoric of commercial illustrations are proposed,Then,the linguistic and rhetorical features of image construction in commercial illustrations are analyzed,Finally,it emphasizes the internal relationship between the symbolic construction of visual images and the reproduction of cultural context in commercial illustrations.
作者
耿阳
毕瑶菲
Geng Yang;Bi Yaofei(School of Architecture&Fine Arts,Dalian University of Technology,Dalian 116023,China)
关键词
商业插画
视觉修辞
视觉符号
business illustrations
visual rhetoric
visual symbols
