Research On The Narrative Mechanism Of Commercial Print Advertising Image

This paper focuses on the creation process of print advertising images.Firstly,it discusses the coding process of narrative symbols of commercial print advertising images from the aspects of symbolization of advertising information,iconization of language symbols and conversion of creative coding of advertising images.Secondly,from the perspective of advertising image narrative and frame,structure and order,meaning generation path three aspects discussed in the text level of the construction of advertising image narrative;Then,at the level of narrative discourse,the paper analyzes the narrative context,the communication mechanism and the nature of the narrative discourse in the process of the representation of the graphic advertisement image.This paper mainly introduces the generation path of the narrative mechanism of commercial print advertising.The first three chapters of this paper focus on "symbol coding--image construction--discourse generation",which is the generation path of the narrative mechanism of commercial print advertising images,and discuss the relevant issues of the narrative mechanism of commercial print advertising images.Finally starting from the present situation of commercial print ads image,image narrative mechanism faced a crisis,then according to the performance of the crisis,could outline symbol refers to the lack of rich homogeneity phenomenon is a growing problem,put forward in the symbolic level of print advertising image narrative segments to transcend homogeneity phenomenon,finally from the function of advertising,business information concentrated expression,combined the actual product or brand from three aspects,the commercial print ads image narrative mechanism is put forward to return to the optimization tactics of the type,concentration,combination type.