Research On Visual Rhetoric Of Henan Satellite TV’s "Chinese Festival" Series Special Programs

“Chinese Festivals” special series of Henan TV not only broken through the framework of traditional festive TV evenings,but also successfully become the most popular TV festive evening for young people in recent years.The“Tang Palace Night Banquet” has officially opened the “Tang Palace Universe”.Henan TV has continued to build the “Chinese Festivals” series of special programs.Therefore,how mainstream television media enriches the traditional cultural symbol system to break through shallow expressions has became a new viewing path for festival culture? Based on the conceptualization and analytical paradigm of visual rhetoric,the study employs literature analysis and case study methods to analyze the cultural images shaped by the visual texts of the “Chinese Festivals” special series of Henan TV.The significant role of this program in cultural heritage and image building can be understood through the analysis.“Chinese Festivals” series of special programs uses the selection of visual symbols and the assistance of auditory symbols in a specific context to form the visual text of the program.Through rich colors,unique composition and rhetorical structures such as metaphor and metonymy,the program establishes a connection between the old and new perceptions of the audience,thus realizing the modernized communication of traditional culture.The study found that,in terms of symbol generation,the program consciously selects visual symbols such as characters,colors and words,as well as auditory symbols such as music and human voice,which builds up a narrative space combining reality and imagination through the logic of combination of symbols.In terms of interpretive context,the interpretive framework of the text’s meaning is defined through intertextual,situational and cultural contexts,enabling viewers to access information in a directed manner.In terms of visual grammar,the program triggers group empathy and constructs a strong aggregated group relationship through reproducing meaning,interactive meaning,and compositional meaning,which brings the audience closer to the originally high traditional culture.In terms of rhetorical structure,the program uses repetition,white description,accumulation,metaphor,metonymy and contrast to weave persuasive rhetorical imagery.Finally,the paper discusses the significance and inspiration of the“Chinese Festivals” series of special programs,which attracts the attention of young people through symbolic appropriation,context creation,grammatical grouping and rhetorical strategies.This study aim at providing ideas for the creation of cultural programs and festive parties in the future.