The Research Into Visual Rhetoric Of Advertisement Images

The dissertation attempts to build up the theory framework of visual rhetoric about advertisement images, which will provide a clear, constructive and systematic reference map for the rhetoric practice of advertisement images and the rhetoric criticism on advertisement images. Based on a frame worked out by the Dutch scholar Velders.T. who expounds art pictures in there levels (visual grammar, visual dialectics, visual rhetoric), this dissertation launches the elaboration generally in two sections. The first mainly elaborates microscopic aspect of the visual rhetoric, including the basis of visual rhetoric, the structure and relationships of visual elements, in which the key is about the rhetorical figures; The second section is about the macroscopic aspect, mainly discussing the effect visual rhetoric brings, the strategy and principles of it included as well. At the end of the dissertation, the author gives some pieces of advice.