A Study On Visual Rhetoric Of "Chinese Festivals" Series Programs Of Henan Satellite TV

With the turn of visual culture,visual symbols gradually become the carrier of cultural communication.Since the popularity of Tang Palace Banquet in 2021,Henan Satellite TV creatively launched the series of "Chinese Festivals",seized the visual trend of The Times,cleverly arranged various cultural codes for visual presentation,and brought the audience one visual cultural feast after another.With magnificent national style and continuous culture,"Chinese Festivals" series programs are based on excellent traditional culture,innovative ways of cultural expression,seeking highquality expression and content presentation of image discourse from the spiritual level of Chinese aesthetics,arousing the imagination of the audience about excellent traditional culture,to realize the identification of visual discourse and win the audience’s praise.This paper takes visual rhetoric as the research perspective,comprehensively uses case analysis and text analysis as the main research methods,and conducts an in-depth study on 16 "Chinese Festivals" series programs launched by Henan Satellite TV from the Spring Festival in 2021 to the Lantern Festival in 2023."Chinese Festivals" series programs are deeply rooted in the excellent traditional culture.Based on carefully analyzing the construction mechanism and interpretation rules of visual texts,the program preparation and planning are carried out.In terms of specific rhetorical practice,"Chinese Festivals" series combines the visual characteristics of media products,skillfully constructs the program text with the artistic techniques of visual rhetoric,activates the traditional charm with fashion expression,and opens the immersion experience of Oriental aesthetics one after another.In terms of the realization of the program rhetoric value,the "Chinese Festivals" series of Henan Satellite TV not only carries forward the excellent traditional culture,but also enables the audience all over the country to find emotional resonance in the program,obtain cultural identity,and enhance cultural confidence and pride.However,through in-depth research,it is found that Henan Satellite TV’s "Chinese Festivals" series,as a new program,still has some problems in the process of visual text production and communication practice,which need to be deeply discussed in the future creation of the rhetoric subject.