图文配合广告的构成与解读

图文配合广告的构成与解读
摘  要

已有研究对广告中普遍存在的图文搭配现象鲜有涉及。作者尝试对图文配合广告的构成与解读进行初步探讨。从美国销售协会对于广告的相对简明扼要的定义出发，文章首先探究了广告的本质，分类和基本功能。随后,从图文广告的构成成分﹑分类﹑图片的地位﹑图片对广告词运用的影响和图片与广告文本配合中所体现的修辞等角度来探索广告图文搭配的规律。再次,尝试用关联理论分析广告图文搭配的理解过程，以关联理论为指南,通过一个典型案例的分析，探讨解读图文广告的规律。文章的研究旨在鼓舞人们对广告中的图文配合现象产生兴趣作出更为深入的研究。

关键词：广告，图文配合广告，构成，解读
Verbal-visual Advertising:
Its Construction and Understanding
 
ABSTRACT

Few scholars have done systematic research on verbal-visual advertising. This paper attempts to probe into the construction and understanding of verbal-visual advertising. Firstly, according to the definition given by American Marketing Association, the paper introduces the essence of advertising and mentions its classification and its basic function. Next, it investigates the laws of its construction from the perspectives of components, classification, roles of picture, effects of picture on the appliance of word in copy, cooperation between copy and picture in making rhetoric figures and so on. Then, it analyzes how to understand verbal-visual advertising with a typical example under the guidance of Relevance Theory, and draws out the regulation of understanding verbal-visual advertising. In conclusion, the paper aims at inspiring people to be interested in verbal-visual advertising and make more efforts to go on with further study.

Key words: advertising, verbal-visual advertising, construction, understanding

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