Research On The Visual Rhetoric Expression And Effect Of Chinese TV Public Service Advertisements

Nowadays,because of the rapid development of the new-media industry,the advertising industry is facing a huge challenge,especially the public service advertisements.Because the public service advertisements are non-profit and non-commercial,their development is limited.At present,the domestic research on visual rhetoric,the main concern is the rhetoric phenomenon,did not form a visual research system,visual research on public service advertising is more scarce.Therefore,this article on this issue,based on the research of visual rhetoric comprehensive analysis and case analysis on public service advertising,public service advertising the visual rhetoric is how to play its role,broaden the public welfare advertisement rhetoric research method,perfect research system of visual rhetoric.This article is divided into three parts to make a comparative study of the visual rhetoric of public service advertising.The first part is about the origin and development of Chinese traditional rhetoric,Western rhetoric and visual rhetoric.I summarize and established the current academic circles on visual rhetoric definition and classification,compare the difference of traditional rhetoric and visual rhetoric.I preliminary explore the application of visual rhetoric in advertising,and compare the difference of Chinese public service advertisements and Western public service advertisements in vision rhetoric.In the second part,I analyze the application of visual rhetoric in public service advertisements from a macro perspective,and classify them from three aspects:language visual rhetoric,image visual rhetoric and comprehensive visual rhetoric.In the third part,I expound the application of word rhetoric,phonetic rhetoric,sentence rhetoric and method of rhetoric in public service advertisement from microcosmic angle,and analyze the concrete application of visual rhetoric in public service advertisement with the example of advertisement.