论广告图像传播的修辞现象及其心理研究

59420067()WuhanUniversityJournal(HumanitySciences)Vol.59.No.4July2006.497502:2006203202:(2004d316),(,430056)[](19542),,,,,;(19642),,,,,[],,,,,,,,[];;[]G210[]A[]16712881X(2006)0420497206,,,,,,,,,,,,,,[1](6),,,,,()[2](338),,(speaking),()59,,,[3](494),,(),(),();;,,[3](496),,[3](498)[3](526),,,[2](337),,,(,),(,),(,),,,,,,,,,,,,,,,,[4](383),,,,,,,,,[5](84),(),,,[5](84)()(),,,,,,J.P.,(),[5](52),(,):(1)(2)(3)(4):(5)(6)(2)(3),,,,,,(4),,:(5),8944,:4,;(6),,,,,,[6](85),:(1);(2),,,,,[7](4),,,,,,:(),3/4,,,,,;,,,,(),,,,,(),,:,,:4,:,:,,,,(),,,5,,,5,,,(),:,,,(),:,,,994()59,,,(),,:,,,,:,,,,,,,,,(),:,,,(),:,,:!,,,,,,,,,[8](76),,,,(),,,,,,,,Animal,,,,[8](5),,,,,,,,,,,(),,,0054,:,,[9](4),,,,,,:4,,!,,,,,,,,,,,,(),,,[8](5),,:,,,[9](17):;;,,,,,,,200411,,NBA,,12,(),,,,,,,,,,,,![][1][]J.H.,P.H.,S.A..[M].:,2002.[2][].:1[M].:,1995.[3][].:3[M].:,1995.[4].[M].:,2000.[5][],.:[M].:,2000.[6][]J.P.,J.A.,J.R..[M].:,1999.[7].[M].:,2001.[8][]M..:[M].:,2003.[9][].:[M].:,2004.(,)105()59OnRhetoricPhenomenainAdvertisingImageCommunication&ItsPsychologyWENHua,LIUZubin(InstituteofLanguages&Literatures,JianghanUniversity,Wuhan430056,Hubei,China)Biographies:WENHua(19542),female,Researcher,InstituteofLanguages&Literature,JianghanUniversity,majoringincommunicationpsychology;LIUZubin(19642),male,Researcher,InstituteofLanguages&Literatures,JianghanUniversity,majoringincommunicationpsychology.Abstract:Thearrivalofvisualculturetimeshasbroughtaboutlargequantitiesofad.images.Thespreadofad.visualshasparticularfunctionsandmeaningsinthespreadingactivitiesofad.Information.Thespreadofad.Visualscarriesinformationwithimagesandconveysthemtotheaudiencethroughthemediaimagesforthepurposeofgaining.Theresultsofvisualpersuasion.Rhetorichascloseconnectwithlanguagesexpressiveforce.Thepurposeofstudyonrhetoricphenomenonisforexpressiveeffect.Thespreadingofad.Visualshasitsresearchneedslikehowinformationwithimagesandhowtoproveexpressioneffect.Thustherhetoricphenomenonresearchhasthenecessitytoexpandfromthetraditionallanguagerhetoricdomaintointheadvertisementvisionmarkrhetoriccategory.ItmeanstheformsoftheoutersignswhichcarryrhetoricalartshavetransformedandthistransformationhasimportantinternalrelationshipwithaudiencespsychologyanditmaketheAd.Visualsgetidealpsychologicalresults.Keywords:advertisement;images;advertisementspread;imagerhetoric205