A Study Of Visual Rhetoric In CCTV's "Illustrating The Life Of Chinese People"

CCTV integrated high-quality resources and produced the "Chinese Dream · Practitioner" topic."Illustrating the Life of the Chinese" is a picture news column in the topic."Illustrating the Life of the Chinese" uses visual cultural products to convey the "Chinese Dream",adhere to the mainstream media network public opinion position,subtly influence the audience's visual cognitive framework,and slowly help the audience adapt to visual thinking to understand the surrounding world.This article uses the case analysis method and text analysis method,and builds a thesis framework with the help of visual rhetoric theory.Taking CCTV's "Illustrating the Life of Chinese People" as the research object,from the three aspects of visual rhetoric object,visual rhetoric method and visual rhetoric purpose Analyze the visual text.Through research,it is found that this column uses image narration,visual metaphor,visual metonymy,and visual rhetoric and other rhetoric methods to set the relevant image agenda and popularize and popularize the expression of "Chinese Dream".The triple meaning produced at the practical operation level and audience interpretation level constitutes a visual discourse system that reproduces the objective world;finally returning to the practical level,the visual persuasion effect is the ultimate goal expected using visual rhetoric.From the perspective of the communicator,the visual rhetorical practice of "Illustrating the Life of the Chinese" always expresses political ideas from a civilian perspective,using pictures as the carrier,and the intuitive image vividly transforms the visual rhetoric objects into visual images with profound meanings.Make the promotion of "Chinese Dream" more grounded and easier to understand.At the production level,"Illustrating the Life of Chinese People" strives to establish a positive connection between visual imagery and mainstream values??through visual rhetoric strategies;The visual rhetoric framework has cultivated the audience's habit of accepting the visual media in a subtle way,invented,activated and fixed the audience's visual rhetoric framework.