文章基本信息

标题：Determining the Rhetorical Nature of Visuals in Advertising
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作者：Isabel Negro Alousque ; Isabel Negro Alousque
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2015
卷号：173
页码：234-240
DOI：10.1016/j.sbspro.2015.02.058
语种：English
出版社：Elsevier
摘要：AbstractIn the last years there has been a considerable amount of research into visual rhetoric in advertising, with a special focus on visual metaphor. Taxonomies of visual rhetoric (e.g. Phillips & McQuarrie, 2004) deal with the structural, the conceptual and the pragmatic aspects of visual rhetoric. The majority rely on structural and conceptual categories in deciding on the rhetorical nature of ads. However, visual rhetoric also operates at the level of perception (Maes & Shilperoord, 2008). The aim of this paper is to show that the rhetorical nature of visuals in advertising is based on a combination of formal and conceptual or perceptual features.
关键词：visual rhetoric;ad;structural features;perceptual features;conceptual features.