Research On The Metaphorical Value Of Flat Public Service Advertisements From The Perspective Of Visual Culture

Public service ads,as a kind of important social culture dissemination power,although started late in our country,but developing rapidly outstanding works emerge in endlessly.As one of cultural information dissemination form,print ads present leave the audience's visual aesthetic demand,but it will leave "," beauty is not only limited to the visual surface,more important is the implication from the inside out.Culture in the form of visual rendering is the trend of The Times,with the arrival of the era,bring new opportunities and challenges for Chinese graphic commonweal advertisement.The author thinks,China with its own unique cultural charm,such as the traditional philosophy thought of "harmony between man and nature","know white when the black" aesthetic concepts,"like the saying" the poetics of culture,can maximize graphic commonweal advertisement images of emotional artistic conception and cultural connotation.Plane advertisement belongs to static advertisement,compared with other forms of advertising spread more limitations,such as the lack of continuity,sound and picture in order to overcome this limitation,the designers often through rich symbolic and instructive means to design the picture,make a vision "scream" print AD.This article mainly from the perspective of visual culture,the traditional philosophy and aesthetics of graphic commonweal advertisement,analyzing,poetic metaphor value with "wide advertising art college students" and "contest of design of public service ads" award-winning graphic commonweal advertisement works as typical cases,to explore the cultural roots behind the metaphor and the sense of beauty,and relying on the conceptual metaphors and the theory of gestalt psychology,the metaphor of domestic graphic commonweal advertisement,summarized the characteristics and types,discusses the operating mechanism and the cultural value,metaphors about cognitive metaphor grasp the threshold,the localization of visual process compliance,"deconstruction" humor,Internet transition probability,such as strategy,strive to achieve the real objective of full display and described the detailed theory.This paper will be divided into four parts,the first is the metaphor,the visual culture,overview of graphic commonweal advertisement: the definition and characteristics of the three,the relationship between visual culture and graphiccommonweal advertisement,the relationship between graphic commonweal advertisement and metaphor;The second part analyze the metaphor of "hidden" and Chinese traditional philosophy,aesthetics and poetics of "imagery" has the same effect,and give a metaphor in a more powerful cultural value;The third part discusses the working mechanism of metaphor in domestic plane advertisement: the judgment of metaphor,the judgment of signifier and the signified,target domain and the decision attribute domain,and domestic public print ads to present the characteristics and types of metaphor,the analysis of the questionnaire and put forward the cognitive metaphor threshold problem of the imbalance of control;Last part according to the limitations of metaphor and advertising,put forward from the perspective of cognitive metaphor threshold control,using the method of visual thinking,solving strategy transformation of thinking from the Internet.