Research On Visual Language In TV Channel Packaging

China’s TV industry in the development process, has gone through two " qualitative leap". The first is from black and white TV to color TV leap, achieve greatly improved TV viewing quality, is a great progress in hardware technology, and then to the rapid development of digital TV since twentieth Century, giving people more visual choice, but due to the development of the TV industry, enterprise system management since China’s Radio and television for a long time, and the emergence of digital TV, network TV, production quality and highlight many premium channels, causes our country’s traditional TV channel is facing more and more competitive.Since the beginning of2005, along with the central administration in CCTV-9pilot reform, the channel management system from the early " program center system" to " channel ", Chinese TV industry has entered the channel business management as a unit of time. Channel system represents the development direction of TV media management, media management is innovation, improve the quality of programs, to revitalize the important means of the media assets.Channel is concomitant with the channel system of branding and brand image. Since the turn of the century, our country all levels of the TV station to produce strong interest channel package, and began the brave practice.But until now, in our country’s existing TV channels, the channel still exist packaging "demand is strong, weak strategy; design is strong, weak; information miscellaneous, impression and form, content of light" problems.But also made great progress in the TV channel packaging, especially in the area of the TV channel packaging visual language use has become increasingly mature.TV channel packaging visual content are many, including roughly the channel identification system, identification system of program, the program guide system and channel propaganda four categories, specific to the visual language is mainly embodied in point model of channel logo, line shape through the channel of auxiliary graphics as well as color rendering and texture to express the meaning of four aspects.Television can be seen as a speech ACTS in general, therefore, as a vocabulary of channel packaging must exist between visual elements combination rules, the TV channel packaging visual language grammatical relations.To this, we summarize and detailed interpretation of the format of composition, and motion pattern between the bottom of the figure three contents.Finally, from the perspective of language chapter of our TV packaging visual rhetoric is discussed, and the one of the most commonly used visual isomorphism appreciations, visual repeat appreciations and visual metaphor speech one by one, in this paper.Television is a combination of a variety of art forms, based on the theory of multidimensional observation Angle of view, based on the interdisciplinary channel packaging features of visual language studies, would like to ask you for the present development trend of TV media channel and brand communication needs of TV channel packaging visual language using the appropriate mode and method, in order to expand the TV channel packaging theory research Angle of view and complete research system construction, and provide reference and guidance for the TV channel packaging practice innovation.