反腐专题片《永远在路上》中的 视觉修辞研究
Visual Rhetoric in the Anti-corruption TV Special Foreuer on Road

摘要 《永远在路上》是中国共产党加强自身建设的关键时期播出的一部反腐专题片。本文根据视觉修辞原理，对该专题片进行解读，深入挖掘片中图像背后的意义表达，帮助观众准确地把握制作者的传播意图。研究发现，为了取得更好的宣传效果，制作者灵活运用了多种视觉修辞手段，包括征用中国传统文化元素和红色文化元素，组织并呈现各类特定的视觉意象，运用各种视觉修辞技巧，来建构某种联想或深层关联，叙事状物、传递情感、表明态度、表达意见和思想。恰当的视觉修辞把制作者的意图植入文本的深层结构，增强了专题片的形象性和说服力，使作品更具警示作用和教育意义。
Yongyuan Zai Lushang is an anti-corruption TV Special which is broadcast at the critical moment when the Communist Party of China was strengthening self-building. In this paper, the author studies the phenomenon of visual rhetoric in this TV Special, and digs out the meaning behind the images. It is found that the producer uses a variety of visual rhetoric devices which include applying Chinese traditional culture elements and Red Culture elements, organizing and presenting particular visual images, using various visual rhetoric skills, to narrate stories, describe objects, transmit emotions, express opinions and ideas as well as declare attitudes. Through appropriate visual rhetoric, producer’s intention was put into the structure of the text deeply, and hence improve the TV Special’s figurativeness and persuasivenes