“绝对伏特加”酒系列广告的视觉修辞效果分析研究  

Analysis of the Visual Rhetoric Effects of the Serial Ads of Absolute Vodka

作　　者：郭志强 GUO Zhiqiang(School of Design,Xianyang Normal Univeristy,Xianyang,Shaanxi 712000,China)

机构地区：[1]咸阳师范学院设计学院,陕西咸阳712000

出　　处：《酿酒科技》2020年第5期95-98,共4页Liquor-Making Science & Technology

基　　金：咸阳师范学院专项科研基金项目,关中民俗元素的品牌视觉传达设计推广研究(XSYK18020)。

摘　　要：广告修辞具有良好的视觉修辞效果,将广告学的修辞理论知识与广告品牌的传播有机结合起来。通过分析“绝对伏特加”酒系列广告的案例,在其品牌宣传过程中,要充分借助图像符号提升自身形象,它对我国品牌传播、广告宣传具有积极的借鉴意义。Advertising rhetoric has good visual rhetoric effects because it has combined the rhetoric theory of advertising with the dissemination of advertising brands.In this paper,the advertising example of Absolute Vodka was analyzed.In its serial promotion ads,the full use of image symbols to enhance vodka image had achieved great success,which provided positive reference for brand dissemination and advertising in our country.

关 键 词：“绝对伏特加” 视觉修辞 广告 

分 类 号：TS262.38[轻工技术与工程—发酵工程] F713.8[轻工技术与工程—食品科学与工程]