【摘要】： 本文系統(tǒng)的介紹了視覺修辭的概念，并通過對(duì)修辭、廣告及視覺傳達(dá)的歷史地回顧，從發(fā)展的角度分析了視覺修辭的產(chǎn)生背景。通過對(duì)優(yōu)秀視覺傳達(dá)作品的分析，比較了視覺修辭和語言修辭的異同點(diǎn)，并進(jìn)一步提出了應(yīng)用到視覺傳達(dá)領(lǐng)域的視覺修辭設(shè)計(jì)法。此外，筆者通過實(shí)際的教學(xué)實(shí)踐活動(dòng)，初步將視覺修辭引入到了視覺傳達(dá)教育領(lǐng)域。 我國(guó)修辭學(xué)的理論自先秦始已有了相關(guān)的論著。幾千年來已經(jīng)留下了豐富的資源寶庫(kù)。但近代以來，修辭學(xué)的研究步伐相對(duì)緩慢�，F(xiàn)代修辭學(xué)的發(fā)展趨勢(shì)其一要發(fā)揮實(shí)用性強(qiáng)的優(yōu)勢(shì)，為現(xiàn)代化建設(shè)服務(wù)；其二則是要與臨近學(xué)科結(jié)合，擴(kuò)大研究領(lǐng)域。 因此，視覺修辭學(xué)的建立和系統(tǒng)研究是順應(yīng)修辭學(xué)發(fā)展方向的。一方面，視覺修辭學(xué)是隨著視覺傳達(dá)的逐漸興起和發(fā)展而出現(xiàn)的，繼續(xù)研究視覺修辭學(xué)必將對(duì)視覺傳達(dá)有重要的理論和指導(dǎo)作用。中國(guó)的語言文化源遠(yuǎn)流長(zhǎng)，探索開發(fā)這個(gè)領(lǐng)域的豐富資源，，并將其應(yīng)用到現(xiàn)代的設(shè)計(jì)中來，勢(shì)必成為視覺修辭學(xué)的歷史任務(wù)。另一方面，修辭和視覺傳達(dá)的交叉研究，也有利于修辭學(xué)的研究領(lǐng)域的擴(kuò)展，能夠?yàn)樾揶o學(xué)的發(fā)展提供新鮮的血液和發(fā)展動(dòng)力。 對(duì)于視覺傳達(dá)領(lǐng)域來說，視覺修辭學(xué)的建立和系統(tǒng)研究對(duì)于視覺傳達(dá)的設(shè)計(jì)方法論和視覺傳達(dá)教育也有至關(guān)重要的作用。長(zhǎng)期以來，我國(guó)的視覺傳達(dá)方法和教育對(duì)國(guó)外的設(shè)計(jì)教育和方法亦步亦趨。雖然西方的先進(jìn)的設(shè)計(jì)理念和教育方法有助于我國(guó)設(shè)計(jì)的快速發(fā)展，但是近來西方的理念和我國(guó)的傳統(tǒng)以及發(fā)展現(xiàn)狀的水土不服的情勢(shì)也愈演愈烈。因此，建立我國(guó)獨(dú)特的視覺傳達(dá)教育模式和設(shè)計(jì)理念越來越緊迫。筆者認(rèn)為視覺修辭學(xué)恰恰可以作為一個(gè)突破點(diǎn)。
[Abstract]:This paper systematically introduces the concept of visual rhetoric, and through the historical review of rhetoric, advertising and visual communication, analyzes the background of visual rhetoric from the perspective of development. Through the analysis of excellent visual communication works, this paper compares the similarities and differences between visual rhetoric and linguistic rhetoric, and further puts forward the visual rhetoric design method applied to the field of visual communication. In addition, the author introduces visual rhetoric into the field of visual communication education through practical teaching activities. The theory of rhetoric in China has been written since the pre-Qin Dynasty. A wealth of resources has been left behind for thousands of years. But in modern times, the pace of rhetoric research is relatively slow. The development trend of modern rhetoric is to give full play to the practical advantages and serve the modernization construction; the other is to combine with the adjacent disciplines and expand the research field. Therefore, the establishment and systematic study of visual rhetoric conform to the development direction of rhetoric. On the one hand, visual rhetoric appears with the gradual rise and development of visual communication, and further study of visual rhetoric will play an important role in the theory and guidance of visual communication. Chinese language and culture have a long history. Exploring the rich resources in this field and applying them to modern design is bound to become the historical task of visual rhetoric. On the other hand, the cross-study of rhetoric and visual communication is also conducive to the expansion of the field of rhetoric, and can provide fresh blood and development power for the development of rhetoric. For the field of visual communication, the establishment and systematic research of visual rhetoric also play an important role in the design methodology of visual communication and the education of visual communication. For a long time, the visual communication methods and education in our country have been following foreign design education and methods. Although the advanced design ideas and educational methods in the West contribute to the rapid development of our country's design, the situation of the western ideas and our country's tradition and the present situation of development is becoming more and more serious recently. Therefore, it is more and more urgent to establish our unique visual communication education model and design concept. The author thinks that visual rhetoric can be used as a breakthrough point.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類號(hào)】：J50

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

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本文編號(hào)：2392359