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The visual metaphor of green advertising

2019-10-18 来源: 51Due教员组 类别: 更多范文

下面为大家整理一篇优秀的assignment代写范文- The visual metaphor of green advertising,供大家参考学习,这篇论文讨论了绿色广告的视觉隐喻。视觉隐喻是绿色广告中不可或缺的修辞手法之一,在视觉文化时代背景下更是如此。绿色广告隐喻思维的认知观是绿色广告隐喻思维过程产生的基础。这个从感官体验到概念融合的过程,也是选择造型语言的过程。常见的造型语言有诸如色彩、光影、景别、角度、构图等。造型语言的选择,在很大程度上制约了隐喻功能的运用。

With the development of science and technology, human beings have entered the era of visual culture, namely the "visual era of reading pictures". With the deepening of the research on visual culture, the cognitive view of metaphorical thinking is gradually presented to the public. Roland Barthes pointed out that "metaphor is the substitution of one signifier for another signifier, and these two signifiers have the same meaning and even the same value." In today's society, signs of green advertising production and communication not only requires the flexible use of various kinds of new media technology, expand coverage to boost green advertising, also should pay attention to explore the regularity in symbol, on the basis of mastering the law of symbol, in the green advertising into a metaphor of social meaning and cultural meaning.

Due to the relatively implicit cultural bias in China for thousands of years, Chinese people generally pay more attention to context rather than content, belonging to a high-context nation. The same is true of green ads. When the audience is exposed to green advertisement, in addition to the understanding of the surface content of the advertisement itself, they also need to integrate the symbolic meaning and social meaning into the understanding process to have a comprehensive understanding. In the green advertisement, different social and cultural discourse artistic conception will have corresponding visual metaphor images, which can be roughly divided into the following categories: animals, plants and natural landscape.

Animals, as an important part of the natural environment, are also one of the common visual metaphorical images in green advertisements. More and more images of animals and even the main characters appear in green advertisements. The images of animals in green ads tend to be runningly unrestrained or, conversely, listless, emaciated and helpless. For these two kinds of metaphorical images, running and unrestraint are not difficult to understand, symbolizing the hope and freedom of nature. Listlessness, weakness and helplessness show the harsh living environment of animals, which is caused by human beings, which is the deeper metaphorical meaning.

Unlike animals, plants do not have such dynamic green connotation, but they also have their own unique metaphorical image display mechanism. When it comes to plants, most people think of green. This can show the plant's unique metaphorical attribute -- a kind of innate static vitality. Plants are red and green, tall and short, different shapes, but its bright color and some superior survival characteristics, it implies a strong sense of vitality, suggesting that people should cherish the current environment, to protect the colorful vitality.

Different from the simple composition of the former two, the elements of natural landscape are more extensive, including not only mountains, rivers and lakes, but also more iconic landscapes created by nature. Antarctic glaciers, for example, have been the subject of many green ads. Natural landscape is usually a geographical landscape with large coverage area, and any slight change may cause butterfly effect. The state of the natural landscape in the green advertisement plays an important role, suggesting the problems faced by the nature nowadays.

Accurate to the visual metaphor, in the daily green advertising is a large-scale occurrence. In short, the functional mechanism of visual image metaphor in green advertisement generally goes through the following four basic stages.

The cognitive view of green advertising metaphor thinking is the basis of the process of green advertising metaphor thinking. This process from sensory experience to conceptual integration is also the process of choosing modeling language. Common modeling language such as color, light and shadow, landscape, Angle, composition and so on. Taking color as an example, relevant studies in psychology have pointed out that color can affect people's feelings and emotions and trigger a series of synesthetic effects. The classification standard of colorific is diversiform, we are moved from cool warm look, although did not explain clearly through text or language, but the large area of colorific of cool tonal USES often bring depressing, depressive feeling to the person, and the filling of warm tonal color and ornament pass to the person commonly with lively, hopeful semantic meaning. Therefore, the choice of modeling language restricts the use of metaphor function to a great extent.

Visual image metaphor communication of green advertisement selects images as the carrier, emlays information, and conveys green information to the audience through appropriate media, so as to finally achieve its profound visual persuasion. The decoding of image metaphor usually involves the organization and control of the elements in the image, and even the post-editing of the combined metaphorical meaning based on the social and cultural background at that time, so as to extract the cocoons and obtain the deeper implicit meaning.

After choosing the modeling language, the next step is to skillfully organize and control these selected visual elements. When the audience is exposed to the screen content related to green advertisement, their attention will be subjectively biased towards one or several parts of the work. In view of the visual characteristics of the audience, when the audience comes into contact with the green advertisement, they will subconsciously complete the organization and connection of the focus elements and objects, and these elements modules are often the metaphorical objects deliberately set by the producers of the green advertisement. Therefore, the audience will organize the relationship and control the meaning of these main metaphorical modules in the green advertisement. Some of them will further analyze and understand the metaphorical meaning of the green advertisement, and implement the post-editing of the metaphorical image of the green advertisement, so as to make preparations for revealing the deeper metaphorical meaning.

The American phenomenologist Hans Jonas proposed that only vision can provide the basis for sensation. The green advertisement works have become the carrier of meaning, which requires the green advertisement makers to carry out necessary metaphorical thinking in the creation process. Understanding the conceptual structure of the metaphorical process will also have a certain impact on people's understanding of green advertising works. Therefore, it enters the stage of constructing different meaning space in visual representation. The metaphorical design of green advertisements endue different metaphorical images with symbolic meanings and convey relevant themes. After the truth under the age of the significant increasing of affective factors, audience in contact green advertising producers by default modelling language and symbol into the metaphor of the module and elements, combined with the experience memory, emotion, these modules elements are a series of organization, the control and editing, will provide the basis of through visual is feeling, the meaning of the different space in the visual representation of green advertising to regenerate.

The function of visual metaphor in green advertisement cannot be expressed without specific carrier attributes and language environment. Nowadays, social division of labor is increasingly refined. Different carrier attributes and language environment have created diversified forms of expression of ecological discourse. The green advertisement metropolis with the help of visual communication involves the clever scheduling and rationing of the function of the form, so as to realize the communication strategy of green advertisement. This also means that there are multiple and conflicting ecological discourse competition in the visual expression of green advertisements. The visual metaphor of green advertisement will also participate in the multiple and conflicting ecological discourse competition, the last step of the functional mechanism of visual metaphor of green advertisement, in order to maximize the visual metaphor function of green advertisement.

In the era of information explosion, all kinds of image information proliferate, making the audience gradually numb to the stimulation of a large number of video and images. Therefore, it is necessary for green advertisement to avoid audience's visual fatigue, explore many possibilities of visual expression, and try to find visual communication forms that give people comfortable experience, such as visual metaphor. If you want to make green advertising visual metaphors exert its maximum transmission efficiency, the principle of respecting the rule of media dissemination and development of the premise, must be detailed understanding of all kinds of common green advertising visual imagery metaphor of natural environment, grasp the green advertising visual image metaphor function mechanism, to play its audience to standardize the behavior of audience green green consciousness and important role.

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