【摘要】： 本文系統(tǒng)的介紹了視覺修辭的概念，并通過對修辭、廣告及視覺傳達的歷史地回顧，從發(fā)展的角度分析了視覺修辭的產生背景。通過對優(yōu)秀視覺傳達作品的分析，比較了視覺修辭和語言修辭的異同點，并進一步提出了應用到視覺傳達領域的視覺修辭設計法。此外，筆者通過實際的教學實踐活動，初步將視覺修辭引入到了視覺傳達教育領域。 我國修辭學的理論自先秦始已有了相關的論著。幾千年來已經(jīng)留下了豐富的資源寶庫。但近代以來，修辭學的研究步伐相對緩慢�，F(xiàn)代修辭學的發(fā)展趨勢其一要發(fā)揮實用性強的優(yōu)勢，為現(xiàn)代化建設服務；其二則是要與臨近學科結合，擴大研究領域。 因此，視覺修辭學的建立和系統(tǒng)研究是順應修辭學發(fā)展方向的。一方面，視覺修辭學是隨著視覺傳達的逐漸興起和發(fā)展而出現(xiàn)的，繼續(xù)研究視覺修辭學必將對視覺傳達有重要的理論和指導作用。中國的語言文化源遠流長，探索開發(fā)這個領域的豐富資源，，并將其應用到現(xiàn)代的設計中來，勢必成為視覺修辭學的歷史任務。另一方面，修辭和視覺傳達的交叉研究，也有利于修辭學的研究領域的擴展，能夠為修辭學的發(fā)展提供新鮮的血液和發(fā)展動力。 對于視覺傳達領域來說，視覺修辭學的建立和系統(tǒng)研究對于視覺傳達的設計方法論和視覺傳達教育也有至關重要的作用。長期以來，我國的視覺傳達方法和教育對國外的設計教育和方法亦步亦趨。雖然西方的先進的設計理念和教育方法有助于我國設計的快速發(fā)展，但是近來西方的理念和我國的傳統(tǒng)以及發(fā)展現(xiàn)狀的水土不服的情勢也愈演愈烈。因此，建立我國獨特的視覺傳達教育模式和設計理念越來越緊迫。筆者認為視覺修辭學恰恰可以作為一個突破點。
[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.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2007
【分類號】：J50

【引證文獻】

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4 張娟;符號學視角下中英汽車平面廣告中視覺修辭的對比研究[D];西南大學;2010年

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本文編號：2392359