本文選題：馬瑟 + 勵志�。� 參考：《裝飾》2015年10期

【摘要】：20世紀(jì)20年代,馬瑟公司設(shè)計了大量勵志海報,它們不僅為企業(yè)提升了生產(chǎn)效率,還培養(yǎng)了工人良好的道德行為。他的海報已然成為工作場所內(nèi)外一種有效的理念宣傳方式,并被看作美國理想主義和樂觀主義最有趣的視覺符號形式。在認(rèn)知修辭學(xué)理論視野下,基于馬瑟勵志海報的話語理解和話語構(gòu)建過程的分析發(fā)現(xiàn),馬瑟海報的創(chuàng)作和營銷不僅能緊扣當(dāng)時美國社會現(xiàn)實,還在圖形(像)、文案、色彩、字體等話語建構(gòu)上呈現(xiàn)千層百態(tài)的文化隱喻及其表達(dá)方式。
[Abstract]:In the 1920s, Mather designed a number of motivational posters that not only improved productivity, but also fostered good ethical behaviour among workers. His posters have become an effective way to promote ideas inside and outside the workplace and are regarded as the most interesting form of visual symbols for American idealism and optimism. From the perspective of cognitive rhetoric theory, it is found that the creation and marketing of Mather posters can not only closely relate to the social reality of the United States at that time, but also be based on the discourse comprehension and discourse construction process of Mather's motivational posters. Cultural metaphors and their expressions in the construction of words such as fonts.
【作者單位】： 江蘇師范大學(xué)傳媒與影視學(xué)院;
【分類號】：J534.3

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