Advertising Rhetorical Mirage And Visual Culture

Visual culture,a new Cultural School,emerged in the end of the 20th century, when electr ure as an important representative of the sd the unique chara onic media replaced print-medium as the mainstream of media.So the study of visual culture arises quickly, and photography,movie,TV and advertising all are the important aspects of the study of visual culture. Visual picture has already been the material power in modern society. Main feature of post-modern society is super-realistic visual representation. The main study of visual culture is visual picture theory.Advertising has a close connection with visual cultuty of visual culture. Advertising builds visual mirage different from real world through rhetorical mirage. On the one hand rhetorical mirage is a feature of all the visual culture works in common, we can sduty visual culture through advertising rhetorical mirage; on the other hand visual culture is the main means to build advertising rhetorical mirage.Through rhetorical mirage and the meaning of staring, the study summarizescteristic of advertising rhetorical mirage. The essence of advertising is a kind of discription of desire; morden commodity myth (social myth), built by advertising rhetorical mirage, is analyzed on the basis of structuralism semiotics; making use of the theory and method of visual culture, it's analyzed that how to operate and control audiences is applied by advertising rhetorical mirage, and it makes sujects of audiences molded and get identity of collective feeling;advertising rhetorical mirage has a function as bridge between non-linquistic semantics and perlocutionary act, essentially it's decided by the utilitarian purpose of advertising; whether the identity of subjects can be realized, which is directly connected to the realization of perlocutionary act driven by advertising, and it depends on the intensity of collective feeling,community of imagination and collective unconscious, when subjects of audience become into subjects of consumer, the purpose of advertising rhetorical mirage is reached.