解析与建构:广告视觉"场"认知模式研究

本文借鉴“符号”，“格式塔”和“意境”的相关理论，对现代广告中的视觉认知要素加以分析，探讨“视觉场”认知模式在广告视觉领域应用，尝试建构图象准确表达意义的方法论，为现代广告视觉设计架构起一条视觉创意和表现的理论路径。

Analysis and Construction:On the Cognitive Pattern of the AD Visual Field

This article profits from "Symbol","Gestalt" and "artistic conception" the correlation theories,analyzes to in the modern advertisement visual cognition essential factor,the discussion "the visual field" the cognitive pattern in the advertisement vision domain application,the attempt construction image accurate expression significance methodol -ogy,gets up a visual creativity for the modern advertisement vision design construction and the performance theory way.