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视觉文化符号传播系统,目前正向传统的语言文化符号传播提出挑战。广告文案正在脱离以语言为中心的理性主义形态,在多媒体技术、网络技术等现代传播科技的合力作用下,逐渐转变为以视觉为中心的感性主义形态。视觉文化传播时代的到来,标志着一种新的传播理念的拓展,更意味着广告文案表现策略的创新。“视觉文化是指文化脱离了
The system of visual and cultural symbolic communication is currently challenging the traditional transmission of linguistic and cultural symbols. Advertising copy is moving away from the linguistic-centric rationalism and gradually transformed into a visual-centered and perceptualist form under the synergies of modern communication technologies such as multimedia technology and network technology. The advent of the era of visual culture, marking a new concept of communication to expand, but also means that the performance of advertising copywriting strategy innovation. ”Visual culture refers to the culture from the