早期上海报刊广告的视觉修辞刍议  

On the Visual Rhetoric of Early Shanghai Newspapers and Magazines Advertisements

作　　者：李洋 LI Yang(Shanghai University,of Political Science and Law,Shanghai 201701,China)

机构地区：[1]上海政法学院,上海纪录片学院,上海201701

出　　处：《赤峰学院学报（哲学社会科学版）》2021年第12期58-61,共4页Journal of Chifeng University：Philosophy and Social Science Chinese Edition

摘　　要：随着广告的视觉化趋势和读图时代的到来,广告的视觉修辞所带来的效果明显比语言更加强烈。为了增强广告的说服力,早期上海报刊广告使用了多种多样的视觉修辞来形容、润色或优化广告内容。本文拟通过一系列早期上海报刊广告案例中运用的视觉对比、视觉比喻、视觉夸张、视觉排比等视觉修辞手法来解析广告的视觉反差、视觉震撼力和如何制造了广告记忆点等内容。With the trend of visual advertising and the arrival of the age of picture reading, the effect of visual rhetoric brought by advertising is obviously stronger than that of language. In order to enhance the persuasion of advertisements, early Shanghai newspaper advertisements used a variety of visual rhetoric to describe, refine or optimize the content of advertisements. This paper intends to analyze the visual contrast, visual shock and how to create the memory points of advertisements through a series of visual rhetoric techniques such as visual contrast, visual metaphor, visual exaggeration and visual ranking used in a series of early shanghai newspaper advertising cases.

关 键 词：上海报刊 广告 视觉修辞 

分 类 号：J959[艺术—电影电视艺术]