公益海报中同构共生图形的视觉隐喻表现研究  

Study on the Visual Metaphor Representation of Isomorphic Symbiotic Graphics in Public Posters

作　　者：李俊艳 叶建新 刘祎 LI Junyan;YE Jianxin;LIU Yi(School of Design and Art,Jingdezhen Ceramic University,Jingdezhen,Jiangxi,333403,China)

机构地区：[1]景德镇陶瓷大学设计艺术学院,江西景德镇333403

出　　处：《家具与室内装饰》2025年第3期48-55,共8页Furniture & Interior Design

基　　金：江西省研究生创新专项(YC2021-B151)。

摘　　要：探讨公益海报中同构共生图形视觉隐喻的表现方式、探析二者关系。运用罗兰·巴特关于图像元素构成法中“展面”与“刺点”的结构分析理论,将具有视觉隐喻意味的同构共生图形进行双重分析,明晰结构对照关系,即:视觉隐喻图形中的“展面”是同构共生图形中的“基础形”,视觉隐喻图形中的“刺点”是同构共生图形中的“导向形”。运用乔治·莱考夫提出的视觉隐喻从源域到目的域映射理论,分析出同构共生图形视觉隐喻表达上“展面”的主语地位、“刺点”的倾向化引导性质及其承担的桥梁作用。探析出公益海报中同构共生图形的视觉隐喻表现方式为相应相随,二者不可或分,这一关系产生的根源与同构共生图形的设计及形成过程相关;视觉隐喻内容合理性与本喻体意义关联度之间呈正相关关系,视觉隐喻表现强度与本喻体形式冲突比之间呈正相关关系。This paper explores the representation of visual metaphors in isomorphic symbiotic graphics on public posters,and examines the relationship between the two.Utilizing Roland Barthes’structural analysis theory on the composition of image elements,particularly the concepts of“studium”and“punctum”,a dual analysis is conducted on isomorphic symbiotic graphics with visual metaphorical meanings.The study clarifies the structural correspondence,identifying that the“studium”in visual metaphorical graphics corresponds to the“basic form”in isomorphic symbiotic graphics,while the“punctum”corresponds to the“guiding form”.Additionally,George Lakoff’s theory on the mapping of visual metaphors from the source domain to the target domain is applied to analyze the subject position of the“studium”,the directional guiding nature of the“punctum”,and its bridging role in the visual metaphorical expression of isomorphic symbiotic graphics.The study reveals that the visual metaphorical representation of isomorphic symbiotic graphics in public posters emerges concomitantly,indicating an inseparable relationship rooted in the design and formation process of these graphics.The content rationality of visual metaphor is positively correlated with the closeness of the meaning correlation between ontology and metaphor,and the intensity of visual metaphor representation is positively correlated with the formal conflict ratio between ontology and metaphor.

关 键 词：同构共生图形 视觉隐喻 公益海报 视觉传达 平面设计 

分 类 号：TS664.1[轻工技术与工程]