隐喻作为一种认识世界的方法,在两千多年跨度的研究中,一直是人们所研究的对象,不仅在社会学、文化学、文学等领域倍受关注,近年来,学者们又将线转移到了设计学中来。本文就隐喻在平面广告设计中的应用展开研究,以绝对伏特加酒海报为研究对象,分析如何在海报广告中运用隐喻图像构建相应语境。 Metaphors, as a method of understanding the world, has been the object of study for more than two thousand years. It has drawn great attention not only in sociology, culture and literature, but also in recent years, Transferred to the design school. This paper studies the application of metaphor in print design, and takes the absolute vodka poster as the research object, and analyzes how to use the metaphor image in the poster advertisement to construct the corresponding context.