| 摘要: |
| 目的 分析研究平面设计的符号修辞手法及其内部结构的运作，同时基于符号修辞学的研究分析及当代效率文化影响，得出能够有效提升信息传达效率的平面设计方法。方法 基于符号学及语言学理论基础，研究并分析在平面设计中普遍使用的明喻、暗喻、转喻、隐喻以及讽喻等符号修辞手法的修辞格运作方式，探究不同修辞手法在平面设计过程中产生的不同影响，进而提出有利于传达更有效语义的平面设计方法。结论 符号学对于设计而言是一个极具实践性和可操作性的分析方法与研究思路。在当下，平面设计赖以生存的不仅在于对审美层面的满足，其更多在于视觉实践中的语义传达效果，因此，从符号修辞学理论角度着手研究平面设计具有重大现实意义。 |
| 关键词: 符号修辞学 平面设计 传达效率 |
| DOI：10.19554/j.cnki.1001-3563.2021.06.032 |
| 分类号:J524 |
| 基金项目:2020年度教育部人文社会科学研究一般项目(20YJA760114);四川大学创新火花库项目(2019hhs-24);四川省教育厅“视觉艺术与认知科学跨学科交叉课程建设”项目(SCGJ2018071) |
|
| Study on the Graphic Design Method Based on Semiotic Rhetoric |
|
ZHI Yu, WANG Bing-ying
|
|
(Sichuan University, Chengdu 610200, China)
|
| Abstract: |
| Analyze and study the semiotic rhetoric techniques of graphic design and the operation of its internal structure. At the same time, based on the research and analysis of semiotic rhetoric and the influence of contemporary efficiency culture, a graphic design method that can effectively improve the efficiency of information transmission is obtained. Based on the theoretical foundation of semiotics and linguistics, research and analyze the rhetoric operation modes of simile, metaphor, metonymy, metaphor and allegory commonly used in graphic design, and explore the effects of different rhetoric used in the process of graphic design, and then propose a graphic design method which is conducive to conveying more effective semantics. Semiotics is a very practical and operable analysis method and research thinking for design. In the current signifier society, what graphic design depends on is not only the satisfaction of the aesthetic level, but also the semantic transmission effect in the visual practices, and this has also led to the great practical significance of studying graphic design from the perspective of smeiotic rhetoric theory. |
| Key words: semiotic rhetoric graphic design communication efficiency |
