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广告是通过有意识、有目的地对宣传内容进行设计,进而传播出去达到一种劝消费的目的,它是大众沟通的一种形式。广告既帮助大众了解最新产品信息,同时也为广告方获得大批的消费者资源,因此,它是一种双赢的活动。视觉修辞在广告中发挥着越来越重要的作用,其修辞方式多样,而最常见的莫过于视觉夸张修辞、视觉对比修辞、视觉比喻修辞、视觉比拟修辞、视觉借代修辞五类修辞手法。
Advertising is through the conscious and purposeful design of promotional content, and then spread out to achieve a purpose to persuade spending, it is a form of public communication. Advertising not only helps the public know the latest product information, but also for advertising to obtain a large number of consumer resources, therefore, it is a win-win event. Visual rhetoric plays an increasingly important role in advertisements. There are many rhetorical modalities, and the most common are rhetoric of visual exaggeration, rhetoric of visual contrast, rhetoric of visual analogy, rhetoric of visual analogy and rhetoric of visual borrowing.