图形与语言文字都是人类交流的媒介,对信息的传达起着十分重要的作用,图形具有信息性、艺术性与文化性的特点。图形会把情感内容和思想观念揭示出来,使观念表达得充分、形象、有深度,会让人们留下深刻的回味和无尽的想像,也被称为“视觉通讯”。在当今的社会交流中越来越扮演积极的角色。语言文字也有自身的优越性,它能让表达变得清楚明白,把图形里的深刻意义与观点哲理叙述出来,把抽象的知识概念进行总结,通过想象力创造浪漫的文笔。图形与语言文字两者在功能上所具有的相似点也就说明它们之间必然具有一定的可转换性,利用图文转换的方法把二者等同起来,即语言文字的视觉形象化转换。这种方法丰富了图形的传达设计,扩大了对观念意义的表现,有利于拓展广告设计的创意思维。 Both graphic and language are media for human communication and play a very important role in the communication of information. Graphics are informative, artistic and cultural. Graphics will reveal the emotional content and ideas, so that the concept of expression, image, depth, people will leave a profound aftertaste and endless imagination, also known as “visual communication.” In today’s social exchange more and more play an active role. Language has its own superiority. It can make the expression clear and clear. It narrates the profound meaning and viewpoint philosophy in the figure, summarizes the abstract knowledge concept and creates the romantic writing through imagination. The similarities between the graphic and the linguistic characters in their functions also indicate that they must have certain convertibility. The two methods are equivalent to each other, that is, the visual visualization of the language. This method enriches the graphic communication design, expands the performance of the concept of meaning, is conducive to expanding the creative thinking of advertising design.