语境在平面广告设计信息传播中的运用

将语境理论引入平面广告设计领域,指出要实现平面广告设计信息的有效传达,被理解的广告语境是一个关键因素.将语境运用到平面广告设计信息传播中,对平面广告的言语语境、情景语境、社会文化语境、认知语境等进行分析,并对语境在这一过程中的作用进行讨论,指出平面广告语境可以帮助受众理解广告指示语的意义以及广告信息的语用含义,有助于理解平面广告设计信息的模糊现象,有助于推断平面广告设计的言外之意.了解和把握语境在平面广告中的运用对准确理解平面广告信息有着重要的作用.

Application of Context in Information Spreading of Plane Advertisement Design

It was proposed that advertisement context is the key factor to make advertising information understood and spread effectively through introducing context to plane advertisement design. Four types of context in plane advertisement were discussed including speech context, scene context, socio - cultural context, and cognitive context. Each context type was analyzed and its function was discussed. It was put for ward that plane advertisement context can help audience to fully understand the meaning of the advertise ment.