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春芽
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Advertising industry is quite developed in China,and there are a lot of studies on advertisements.However,most of the studies on advertisements are about consumer psychology and the analysis of traditional verbal rhetorical figures and its translation in the ads.That is to say,many studies are carried out from the consumer’s perspective.Actually,advertisements are made to persuade consumers to buy the products and persuasion is the nucleus of rhetoric in the west since ancient time.So there should be study on the advertisement from the persuader’s (advertisers) perspective---that is how to make the ads more persuasive and get the consumers persuaded.At present there has been a few study made from this angle---persuasion.But still those studies are about the persuasion in the traditional verbal rhetoric---the rhetoric with language as media.Very few are aware of the persuasion brought by visual rhetoric in ads.Therefore this thesis attempts to explore the application of visual rhetoric in ads on the basis of visual rhetorical theories,persuasive theories and the traditional consumer psychology theories.
1年前
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