Research On Visual Metaphor In Graphic Advertisement Design

Along with the progress of economy and culture in modern society,the connotation of advertisement has been changed from the extensive advertising in the early period to the art information delivery with the center of audiences.As one of presentation forms of advertisement,the visual language in print advertisement is changed accordingly,and it pays more attention to the application of image symbols.David Ogilvy has said that only a good creation could be attractive to consumers or the advertisement would be forgotten like a boat at night.The expressiveness of the picture and artistic appeal should be enhanced with visual metaphor,so as to reach a target of visual art innovation.Based on Charles Forceville’s theory of visual metaphor,the paper analyzes the performance of visual metaphor in print advertising combined with vast of case of print advertisement.At first,it is introduced with the background,objectives and significance of the topic;and it is also mentioned with study methods and contents of the paper and the introduction to the research status of visual metaphor and graphic advertising design at home and abroad.Secondly,there is specific introduction with the theories related with metaphor and visual metaphor,and it is analyzed with different types of visual metaphors and print advertisement.Thirdly,there is analysis on the improvement of five aspects of artistic performance of advertisement with visual metaphor from the perspective of ontology of visual art.Fourthly,it is concluded with the universal metaphorical model of visual metaphor in print advertising,so as to improve the abundancy of picture language in print advertisement and to display the bigger effect of visual metaphor.Finally,it is summarized that visual metaphor is the effective method to enhance the artistry of print advertisement.Figure 42;Table 11;Reference 51...