| 摘要: |
| 目的 研究商业空间视觉设计中的修辞方法和作用。方法 通过分析情感在消费决策中的作用， 指出能唤起情感的手段——修辞是商业空间视觉设计的核心， 配合设计实例解析， 以修辞学的观点诠释空间视觉设计的设计理念和修辞说服机制， 即通过操控图像特性进行知觉冲击、 通过隐喻进行潜移默化的认知引导和由移情作用实现情绪催化。结论 修辞是空间视觉设计重要的指导方法， 修辞技巧可以以新颖的方式说明产品或者产品特质， 传达品牌个性并创造出高体验特征的消费环境。 |
| 关键词: 商业空间 消费体验 视觉设计 修辞 |
| DOI： |
| 分类号:J524 |
| 基金项目: |
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| Rhetorical Analysis in Commercial Space Visual Design |
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LI Yu-bo1, ZHU Zhong-yan2
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1.Jiangsu University， Zhenjiang 202013， China;2.Tongji University， Shanghai 200092， China
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| Abstract: |
| It studies the rhetoric methods and effects in commercial space visual design.By analysis of emotional effects in consumer decision-making， it points out that rhetoric which evoked emotion is the key method of commercial space visual design.With the analyzing cases in commercial space visual design， in rhetorical view， it interprets the design philosophy and convince mechanism in commercial space visual design which is making perception impact by manipulating the image characteristics and making cognitive guide by metaphor and emotional catalytic by empathy.Rhetoric is an important guiding in commercial space visual design.By novel way， rhetorical skills can descript products， communicate brand identity and create high experience quality commercial space. |
| Key words: commercial space consumption experience visual design rhetoric |
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