The Rhetoric Of The Image: The Image Study Of Shangying Pictorial

Along with the Chinese movie industry of New Chinese came some film magazine. <SHANG YING HUA BAO> is the second film magazine of New China, it's very popular and is now one of key elements in China's movie industry. As a manifestation of the special period, the movies of Seventeen year period is a focus point of many social problems, the movie of this period influence upon<SHANG YING HUA BAO> in terms of language, style and aesthetic fibers. The image vision presents the way, has the iconicity and the vitality, and the more direct-viewing the faster information propagation mode, can fully reflect social reality. So,<SHANG YING HUA BAO> can reflect the individual consciousness of filmmakers influenced by political system, cultural trends and social consciousness. In this paper we take the<SHANG YING HUA BAO>as an example, understanding the meanings of images in this magazine through research method of Iconology. The article is divided into five chapters:the first Chapter is the introduction. The second Chapter is a summary of background information, function and image format of magazine. The third, forth, fifth Chapters, the images of covers, image, text study. This method can help us know about aesthetic transmutation and the change of ideology.