Visual Culture Research On Advertising Text

The society has witnessed a visual culture time: Media such as televisions, movies, newspaper, magazines, Internet and so forth are making and disseminating various kinds of visual symbols day by day. The modern culture is being separated from the pattern of rationalism, the core of which is language. With the modern communication science and technology, it has turned into vision as its center, especially into the pattern of perceptualism with the center of image.Here, the advertisements have already became the visual empire which is worthy of the name. It far exceeds the general commodity expense and the promotion category, becomes the important method to code the people's desire and the consciousness, and is also domain strategic place where the visual culture research marches through the mass culture. The dissemination of Advertisement visual culture not only encourages transformation and the formation of culture pattern, also symbolizes the birth and development of new idea of dissemination. They all enormously advance the course of civilization.The paper, in the content, includes the preface and the main body (altogether four chapters). Its structure arranges as follows:The preface mainly introduces the advertising text and situation and the question of the domestic and foreign research of visual culture, as well as the writing angle and theoretical innovation of the paper.First chapter belongs to the concept definition and the outline of the research . At first, it defines and theoretically clarifies the text and the advertising text, the culture research and the visual culture research, then discusses the feasibility and necessity offsetting the advertising text analysis onto the visual culture research system.Second chapter combs the development of the advertising text from the angle of the visual culture, including three stages: The first one is the illustration time centering on the language and characters. In this stage the creations of advertising text caught the pursue of language, characters and the rhythm poetry. The second stage developed from the parallel of chart and article to the unification. In this stage, the relation and the deal with copywriter and graphic designs tend to integrate wholly. The third is the visual time which is domineers by the advertisement image. The advertising text with the aid of the formidable medium, its vision manifestation has entrusted with the infinite possibility.The third chapter and the fourth chapter is the most important part of the paper. The visual culture of the modern advertising text exerts greater influence on our production, the expense and the daily life, even our world view, the life view and the values than before. Thus, the interpretation and analysis of visual culture of advertising text has theory significance and the practical significance. The third chapter is the interpretation of visual culture of advertising text. At first, it elaborates from the advertising text as "producer type", analyzes the advertising copy commodity, the legibility and intertextuality. Then, it interprets the narrative performance of the advertising text, and emphatically explains the use of the realism narrative way in the advertisement. Finally it has introduced the ideology analysis method into the interactive analysis between the advertising text and audiences. The visual culture research is one kind of visual social theory. The core structural element of vision is the relation between lookers and the looked. Analyzes regarding the advertising copy said that, who is must take to look, how to look as well as the advertising copy took exterior forms or object and numerous internal thought process aspect the and so on interaction relations research and the analysis.The fourth chapter brings the advertisement visual culture under linguistic environment of consuming society, pays much attention separately on the question and the hidden danger which appears in the development of the advertisement visual culture from three different angles. From the political economy, the mark commodity entrusts with the social value, the advertisement visual culture becomes commodity fetishism preaching, and from symbology, the advertisement visual symbols while abundant numerous and diverse, appears value crisis; From the sociology, through the fake manifestation of "cultural equality" and "cultural democracy" by advertising text, we should focus on the worry of the social culture in the deep level.