Research On Visual Narration Of Implicit Advertising

Vision has become an important feature of contemporary society,influencing and changing the order of the world and the way people understand and recognize the world.The rational culture centered on language text has changed into the perceptual culture centered on vision.People rely on vision to understand and explain the world.As a unique visual cultural phenomenon,advertising penetrates into every space of our daily life,and the visual discourse of advertising also forms its unique dominant position.With the change of visual technology,the language information of advertisement has been transformed from the traditional text meaning to the visual narration dominated by images.Under the guidance of visual culture,visual narrative language enters into the cultural vision of advertising,and visual narrative provides creative power and aesthetic significance for advertising.The visual image of the advertisement stimulates the consumption desire of the audience.After the pleasure of entertainment and sensory stimulation,the audience realizes the commercial purpose hidden behind the visual illusion of the advertisement,and gradually develops aversion to the specific advertising information.Under this condition,the implicit advertising,which relies on media fusion and combines aesthetics with commerce,is derived.Based on the perspective of visual narration,relying on the discourse resources of semiotics,this paper extensively uses the classical theories of reception aesthetics to conduct in-depth research and analysis on the visual narration of implicit advertising.This paper analyzed the recessive advertising field of study and the research progress,based on the recessive advertisement of narrative research,clear the meaning of recessive advertising,in order to "hidden" of the cultural connotation and characteristics of philosophy as the core,make a clear definition of recessive advertisement,and according to this definition contains the characteristics of the detailed analysis of recessive advertising.Secondly,it focuses on the visual narration of implicit advertising,analyzes the construction of the visual discourse of implicit advertising,and analyzes the essential relationship between the emotional appeal of implicit communication and visual language.This paper analyzes the generation mechanism of visual language in implicit advertisement from the perspective of linguistics and points out the importance of language in the process of narration.From the Angle of narratology,the narrative structure of implicit advertising is analyzed,and the design process of implicit advertising is analyzed.By analyzing the specific cases of implicit advertising,this paper explores the emotional appeal of visual language from the perspective of the audience,and reveals the realization of the narrative meaning of implicit advertising.Finally,it analyzes the visual development of implicit advertising under the background of media convergence,and explores the visual ritual in hidden advertising and the visual development form of hidden advertising in the era of micro-communication from the perspective of communication.Media convergence has put forward new era requirements for hidden advertising,which has been endowed with new communication vitality.The narrative mode of hidden advertising also needs to adapt to the media environment and highlight its own advantages.A good analysis of the recessive advertising narrative research process can give play to the cultural characteristics of advertising,enhance the charm and effect of advertising.This paper focuses on exploring the emotional expression and visual narrative design of recessive advertising,which provides important reference for making clear the direction of recessive advertising narrative design and effective communication in the future.