Departmental Bulletin Paper 広告における視覚的レトリックの認知研究
A Cognitive Study of the Visual Rhetoric in Advertisements

田中, 敦  ,  Tanaka, Atsushi

61pp.293 - 309 , 2015-12 , 新潟大学大学院現代社会文化研究科
This paper analyses the cognitive processes of construing texts in advertisements, in which the realized “visual rhetoric” to signify the value of products is manifest. Generally, from the visual representation of advertisements, consumers comprehend not only an iconic object, but also its figurative meaning. For example, connected to the product of the advertisements, consumers regard its visual texts as the metaphor of the product, or as a one of the specific usages of the situation. In that case, the visual representation functions as rhetoric. This paper notices the effect of visual rhetoric on the consumers and attempts to reveal the principles, which construct the rhetorical cognition.

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