本文選題：文學(xué)修辭 + 廣告圖形設(shè)計(jì)　； 參考：《南京林業(yè)大學(xué)》2009年碩士論文

【摘要】： 在當(dāng)今信息化技術(shù)飛速發(fā)展的社會(huì)里,通過(guò)廣告讓公眾知道某種信息已不是什么難事,最難的是如何給人們留下深刻的印象。平面廣告想抓住受眾的視線(xiàn)必須具有一定的創(chuàng)意,而創(chuàng)意的表現(xiàn)形式多種多樣。文學(xué)修辭作為表現(xiàn)形式之一在廣告圖形設(shè)計(jì)中得到廣泛的應(yīng)用。因此,越來(lái)越多的廣告圖形設(shè)計(jì)具有一種文學(xué)化的傾向,并呈現(xiàn)出深切的人文關(guān)懷。 本文旨在研究文學(xué)修辭手法影響下的平面廣告圖形設(shè)計(jì),論文首先闡述了文學(xué)修辭相關(guān)概念;對(duì)修辭手法研究范圍進(jìn)行限定,由于應(yīng)用廣泛性、篇幅等原因本文主要對(duì)比喻、比擬、夸張、雙關(guān)、象征、對(duì)比、通感、借代八種修辭進(jìn)行分析、歸納和概括,以便于具體實(shí)踐的運(yùn)用;詳細(xì)剖析了文學(xué)修辭與視覺(jué)修辭的區(qū)別和聯(lián)系,探討了文學(xué)修辭圖形化的廣告必然性,了解圖形修辭作為視覺(jué)修辭組成部分所建立的理論和實(shí)踐價(jià)值。接著闡述創(chuàng)意圖形含義、詳細(xì)剖析了圖形創(chuàng)意重要性及表現(xiàn)要求。然后對(duì)限定范圍內(nèi)的八種文學(xué)修辭具體運(yùn)用到平面廣告設(shè)計(jì)中。借助文學(xué)修辭的理論和實(shí)踐的豐富成果,為修辭圖形的研究獲取一條捷徑,以此探討修辭圖形的形式、方法和傳播效力等。最后通過(guò)對(duì)作者作品分析,進(jìn)一步探索文學(xué)修辭手法在現(xiàn)代廣告設(shè)計(jì)中應(yīng)用的方法。
[Abstract]:In today's society with the rapid development of information technology, it is not difficult to let the public know a certain information through advertising. The most difficult thing is how to impress people deeply.The print advertisement must have certain creativity if it wants to catch the audience's sight, and the creative expression forms are various.As one of the forms of expression, literary rhetoric is widely used in advertising graphic design.Therefore, more and more advertising graphic design has a literary tendency, and presents a profound humanistic concern.This paper aims to study the graphic design of print advertising under the influence of literary rhetoric. Firstly, this paper expounds the related concepts of literary rhetoric, limits the scope of rhetorical research, and mainly focuses on metaphor because of its extensive application and length, etc.Compare, exaggerate, pun, symbolize, contrast, synaesthesia, metonymy eight kinds of rhetoric to carry on the analysis, induction and summary, in order to facilitate the use of the concrete practice, has analyzed the literary rhetoric and the visual rhetoric difference and the connection in detail,This paper probes into the necessity of advertisement of figure of speech in literature, and understands the theoretical and practical value of figure of speech as a component of visual rhetoric.Then the meaning of creative graphics is expounded, and the importance and performance requirements of graphic creativity are analyzed in detail.Then eight kinds of literary rhetoric are applied to print advertisement design.With the help of the rich achievements in the theory and practice of literary rhetoric, a shortcut is obtained for the study of rhetoric figures, and the forms, methods and spreading effects of figures of speech are discussed.Finally, by analyzing the author's works, the author further explores the application of literary rhetoric in modern advertising design.
【學(xué)位授予單位】：南京林業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：J524.3

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本文編號(hào)：1745239