摘要
阐述隐喻作为一种修辞手段在日常生活中的应用越来越广泛。听觉隐喻被广泛应用于演讲类的题材中,而视觉隐喻则更多被应用在广告意境的表达中。探讨广告中使用的视觉隐喻为例研究视觉隐喻与一致性原则对消费者的情感反馈,在广告中使用视觉隐喻是各品牌用来吸引消费者注意力的沟通技巧之一,通过视觉感官将图片隐喻在脑海中进行加工,从而识别图片背后的隐含意义。
This paper expounds that metaphor,as a rhetorical device,is more and more widely used in daily life.Auditory metaphor is widely used in speech subjects,while visual metaphor is more used in the expression of advertising artistic conception.It discusses the visual metaphor used in advertising as an example to study the emotional feedback of visual metaphor and consistency principle to consumers.The use of visual metaphor in advertising is one of the communication skills used by various brands to attract consumers’attention.The picture metaphor is processed in the mind through visual senses,so as to identify the implied meaning behind the picture.
作者
冯洋洋
FENG Yangyang(Jinzhong Information College,Shanxi 030800,China)
出处
《电子技术（上海）》
2021年第12期28-30,共3页
Electronic Technology
关键词
视觉隐喻
一致性
意境表达
visual metaphor
consistency
artistic conception expression
