Reserrch On The Artistic Expression Of Metaphor In Public Service Adverisement

"Metaphor" is a rhetoric method in the field of ancientChinese literature,and is one of the commonly used techniques in poetry creation.With the continuous progress and development of the society,the "metaphor" technique is not only used in rhetoric,but also extended to many fields.Therefore,designers began to apply "metaphor" to the design of public posters.This paper discusses the aesthetic features,design principles and artistic expression of "metaphor" in the design of public posters by exploring the artistic expression of "metaphor".The specific research process includes the following parts: part one: the research background,research purpose and significance,research method and current situation of "metaphor" technique are analyzed and explained;The second part: discusses the basic meaning,performance characteristics and formation reasons of public poster and "metaphor";The third part is the focus of this article chapter: analyze the "metaphor" technique in the public aesthetic characteristics and design principle in the poster design,with "a witty beauty,implicative beauty,meaning beauty" aesthetic characteristic and similarity,harmony,simplicity,"implicit" of "metaphor" technique in art and design principles for the public support the art forms of poster design,given the cultural connotation of commonweal poster and visual context;The fourth part,as the core of this paper,combines the exploration and theoretical analysis of the first three parts.From the perspective of the visual presentation and meaning expression of public welfare posters,the author makes an in-depth analysis of the four aspects of text,graphics,color and meaning,and explores various forms of "metaphor" in the design of public welfare posters.The fifth part: summarizes the design thinking of "metaphor" in public welfare posters,and realizes that the use of cultural symbols provides new methods and ideas for the development of public welfare posters.This paper aims to explore the application value of traditional rhetoric in the field of modern art design by exploring the artistic expression form of "metaphor" in the design of public posters.The inheritance and development of China's excellent traditional cultural symbols provide a new way for the creation of public posters.In-depth study of innovative design methods integrating art and design with traditional culture can meet the two-way demand of audiences for the visual and psychological feelings of public posters,increase the cultural and social value of public posters,and make them play a more powerful contribution in the society.