The Study Of Metaphor In Plane Advertisement Design

Metaphor,as a way of thinking,are concerned in sociology,literature,behavior science and other fields.In the image era today,scholars' focus on design learning,metaphor has become an important factor of the basic communication forms of advertising.Therefore,in this paper,research on the application study metaphor in plane advertisement design,on the basis of print ads,follow the theoretical framework of visual rhetoric,take the absolute vodka drinks poster as the research object,study on absolute vodka drinks posters from the image,the visual metaphor,and the perspective of reception theory.This paper mainly analyzes the combination of metaphor and image to have the better application on the combination of metaphor and image.In this paper,the author collected and analyzed large amounts of absolute vodka drinks posters.Absolute vodka drinks posters as graphic poster design of 80 s,fully use of the metaphor rhetoric images,they both recreate the humanistic connotation of that time and leave customers a great deep of impression,even become art collections of consumers.The author take the absolute vodka drinks posters as investigation object,using the method such as the contrast analysis,find relevant literature for studying the main body of this article.The first chapter makes detailed introduction on the origin and classification of metaphor and analyze the metaphorical image of absolute vodka print ads elements of context.The second chapter analyzes the metaphorical images in the absolute poster of context from the context of time and space,object context and narrative context in three contexts.The third chapter narrates the method of visual metaphor in the context of the environment in this paper.Both ways of thinking,main image or narrative strategy are important basis of metaphorical images in the image narrative.The fourth chapter generalizes the visual rhetoric art of metaphor.The fifth chapter analyzes the metaphorical image in plane advertisement design from three aspects,aesthetic,emotional,and summarizes the metaphorical image function for playing a better role in future design.