Research On Rhetorical Alienation Of Print Advertisement Images

Living in the current city,a large number of advertisements are filled with people’s attention.As John Berg said: such concentrated images and visual information are unmatched by any form of society in history.Images play an important role in advertisements everywhere today,and its symbolic rhetoric role is increasingly prominent.The use of rhetoric in the image of print ads injects fresh blood into the symbolic value and symbolic value of advertisements,so that the audience is greatly satisfied in obtaining information,imagination space and visual aesthetics,and even provides a new lifestyle for the audience.With the advent of the visual culture turning to the "image era" and the development of the consumer society,when the audience is tired of general analog reproduction(duplication)advertising,if the advertising image stands out from the cliché,it needs to constantly upgrade the rhetoric"upgrade"".In this process,people are controlled by images in advertisements in pursuit of spiritual satisfaction or advocacy in status.The society gradually became a society of symbol alienation caused by rhetorical alienation.At this time,with the infinite expansion of consumer desire,people were only presented and no longer thinking like things.It can be said that the solution of rhetoric alienation of print advertising images is imminent.This article uses literature research,interdisciplinary research,induction and case analysis.In the context of the combined effect of the age of image reading,consumer society and media development,the problem of rhetoric alienation of advertising images was objectively expounded,and the negative impact of this phenomenon was discussed.With the goal of solving the problem of rhetoric alienation of advertising images,the deep causes and important factors that cause the rhetoric alienation of print ads are analyzed from multiple dimensions,and these factors are studied and elaborated in detail,and finally proposed to solve the rhetoric alienation of advertising images Theoretical advice and thinking methods.Finally,it is hoped that this research will help the latter to study in related fields.