کارکرد استعاره و مجاز در طراحی پوستر و جلد کتاب

سازو کار تولید معنا و متن را که در تعامل با یکدیگر قرار گیرند استعاره و مجاز مرسل می گویند. از نظر یاکوبسن، در گفتمان معنا به دو طریق یا به واسطه مشابهت یا به واسطه مجاورت بسط پیدا می کند. در طراحی پوستر به مثابة متن، از هردو نظام نشانه ای تصویر و کلامی برای شکل دادن به گفتمان پوستر استفاده می شود. مباحث علم بیان از قبیل استعاره، مجاز و سمبل در نظام های دیگر علوم انسانی و هنر مطرح هستند. فنون بلاغی صرفاً آرایه های سبکی و مربوط به زبان نیستند، بلکه سازوکارهای شکل دهنده به گفتمان و تولید معنا در متن هستند. مسئله این است که: کاربرد فنون بلاغت تصویری در تولید پیام پوستر چگونه است؟ این پژوهش با روش توصیفی- تحلیلی و مطالعه موردی پوسترهای هنرمندان معاصر ایرانی؛ مهدی سعیدی و رضا عابدینی، و با استفاده از منابع کتابخانه ای صورت گرفته است. هنرمند، برای ترغیب مخاطب و انتقال گفته، همواره از ابزارهای گوناگون فنون بلاغی درتصویرسازی، و در جهت سازوکارهای شکل دهنده به گفتمان استفاده کرده است. فنون بلاغی علاوه بر اینکه ابزار تخیل هنرمند و مخاطب هستند، ابزار شناخت ما از معنای آثار و شناخت ما از جهان هستند.

Metaphorical and authorized function in designing posters and book covers

Expression science is the grammar of literature and its specific methodology, and literary works are measured and evaluated by the science of expression. Metaphors and symbols are discussed in other systems of the humanities and the arts. Rhetorical techniques are not merely stylistic and language-related arrays but are mechanisms that shape discourse and produce meaning in the text. The poster is one of the branches of graphic design. In designing a poster as a text, both pictorial and verbal sign systems are used to shape the poster's discourse. The question is, what is the application and effect of its rhetorical techniques in producing the meaning of the poster? This research is a descriptive-analytical method and a case study of posters of contemporary Iranian artists; Mehdi Saeedi and Reza Abedini and have been done using library resources. The artist, to persuade the audience and convey the message, has always used various tools of rhetorical techniques in the work, and in the direction of the mechanisms that shape the discourse. Rhetorical techniques, in addition to being tools of the artist's imagination and audience, are tools of our understanding of the meaning of our works and our knowledge of the world. The poster designer, or the use of rhetorical techniques, has included other meanings and concepts in addition to the obvious meanings of the visual elements and has delayed his utterance. The graphic artist conveys the message of the work with a conceptual approach with the least elements and with the help of rhetorical techniques. These techniques cause semantic compression. Introduces ideological concepts related to culture, literature, mysticism, traditional and classical art in the form of modern. The cover of the book Latayef al-Tawaif, using visual and written elements and compactness of concepts with metaphorical and permissible tools in pictures, has introduced the book. Contradicting the two abstract concepts of life and death and its visual representation is discussed at a level beyond the introduction of the book. The cover of the selected book of Delgosha treatise has introduced the book through visual elements and with a conceptual approach. Using metaphorical, permissive, and metaphorical techniques, this work introduces concepts about the treatise on despair. Poster without a living concept such as; Water and dehydration, identity and anonymity, death and life, using the visual elements of the representative of Isfahan art and culture and appropriate to the subject of the work conveys to the audience. The dominant discourse of the work is the Zayandehrud River, which is symbolically represented in the form of a confrontation of human concepts. In Paul Poster to introduce the exhibition of Reza Abedini's posters, his thoughts and views on human beings are, and by using rhetorical tools with the least visual elements, they have also conveyed these concepts with a conceptual approach. In the poster of Shams Tabrizi Festival, the artist, while being careful and loyal to the subject, has even gone beyond his subject without diminishing its importance.