| With the influence of Chinese economic,social and cultural activities gradually radiating overseas,image research in visual culture prospers and develops new theories under the background of more frequent exchanges between China and foreign countries.At the same time,from the perspective of design,posters are producing the function of "persuasive discourse" in various subjects in the form of artificially created images.Posters carry beauty and information,and shoulder the mission of communication and identification.However,few studies have analyzed the rhetorical function and context of posters from the perspective of design.Therefore,this paper innovates from an interdisciplinary perspective and describes the poster image from four levels: composite connotation,design practice,communication challenge and design strategy:Firstly,the composite category of poster design image is defined.As the bearer of visual culture,the rhetorical object of design image,the artistic document of human culture,and the silent communicator of cross-cultural communication,the paper expounds how the four identities of poster are nested each other,and reveals the theoretical relationship that is closely linked with each other and the necessity of cross-research.Secondly,looking back at the presentation of images,focusing on the subject and object practice of encoding and decoding,to see how the poster of the nature of images expands the once language-only rhetoric.In the design image,the collaboration between the perceptive form layer and the content layer formed by the figurative structure is used to illustrate how the two levels of poster design at home and abroad use rhetoric to drive the poster image to obtain the recognition of aesthetics and meaning,and then explain the picture meaning.Thirdly,step out of the picture,place itself in the specific cross-cultural context,summarize the cultural elements in the poster,and,with the support of cross-cultural theory,clarify the challenges that effectively affect the design and image expression of the poster,and specifically analyze the four points of cultural differences and cultural taboos,high and low context differences,cultural centralism and stereotype.Fourthly,at the macro level,I propose some fundamental opinions on the poster image design strategy of nonverbal communication: from the perspective of human,how to make progress for coding designers and viewers;In the image Angle,how to weave the form and content of the match;From the perspective of input and output,how to explore the national patterns that conquer the world and how to implement the localization of characteristics in poster design.Finally,the paper summarizes the future form and communication environment of poster image,which is the research object of this paper.IIn form,the paper predicts the multimodal trend of poster from static image to spatialization and chronization.In the aspect of environment,this paper briefly discusses the trend of visual design adapting to cross-cultural communication.Through the outlook from inside to outside,the research of visual communication design will reach a new theoretical level from "recognizing" to "questioning". |
