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在当今社会,“隐喻”不仅是一种修辞手法,同时也是人类大脑的一种思维方式和认知方法,并得到了广泛的应用。在当代平面广告设计中,隐喻作为一种有效的思维方式和认知模式也发挥着重要的作用,给设计师带来了更多的创作思路和方法,有利于广告信息传播目的的实现,促进了当代平面广告设计的创新发展。为了进一步加深大家对平面广告隐喻的理解,本文从隐喻的概念入手,重点论述了平面广告设计中隐喻的分类。
In today’s society, “metaphor” is not only a rhetorical device, but also a way of thinking and cognition of the human brain and has been widely used. In the contemporary print ads design, metaphor also plays an important role as an effective way of thinking and cognition, bringing more creative ideas and methods to designers, facilitating the realization of the purpose of advertising information dissemination, and promoting The contemporary print ads design innovation and development. In order to further deepen our understanding of the metaphor of print advertising, this article begins with the concept of metaphor, focusing on the classification of metaphor in the design of print ads.