摘要
通过对平面广告中图文的互补关系、一致关系、衬托关系、隐喻关系和共融关系等多种互文关系的分析,结合典型案例,论证了图形和文字在平面广告中应形成"参互成文,合而见意"的互文关系,使广告作品最终产生一种"1+1>2"的传播效果。
Mutual relations between picture and letter were analyzed, which were complementary, con- sistent, contrast, metaphor, and mix together relation. It was demonstrated with typical case that the mutual relation between picture and letter in advertisement should achieve the effect ＂one and one is more than two＂.
出处
《包装工程》
CAS
CSCD
北大核心
2009年第11期207-209,共3页
Packaging Engineering
关键词
广告
图形
文字
互文关系
advertisement
picture
letter
mutual relation
