Graphic Metaphor&Its Application Study In Modern Advertising Design

Graph is a kind of information communication carrier in art design. Nowadays, graphic language could not only communicate information accurately and directly and stimulate enthusiasm of the vision, but also influence audiences’acceptation process with its implicit and profound meaning. During the process, the metaphor of graphics plays an important role in it. The metaphor language of graphics has already been an efficiency way in graphic design creations. Metaphor is a must in modern design creation as it’s a rhetorical device, a cognitive and a way of thinking.Taking the concept of metaphor as the breakthrough point in this paper, it starts from the metaphorical graphic design and the metaphorical language of graph to discuss the application of the metaphorical of graph in modern advertising. Firstly, it previews the overview of the previous research on metaphor and analysis the relationship between metaphor and graphic design on the base of metaphor theory both in China and Western countries. During it, it researches the concept of the metaphorical graphic design, the generation process of metaphorical graph and the its symbolic, culture extension and effective of metaphorical graph. Secondly, it describes how the metaphorical language of graph expresses combining theory and practice. And it carried out a detailed analysis of the classification, cognitive patterns of development and characteristics of the metaphorical language of graph, in order to discover the generation process, cognitive rules and its language advantage of it. It could help designers to enhance the capabilities in designing graphs by using the advantages of metaphorical language of graph. It could also promote the accurately communication of graphical semantics and information in modern advertising, thus, it will play an active role in promoting the creation of art and design.