The Study of Words Used in Visual Metaphor in Motion Graphic

Abstract

When applying visual language to the expression of semantic meaning, Motion Graphic is influenced by some factors, for example, the cognition, affection and prior experience of the target audience. In other words, the target audience plays a part in the construction of the meaning of the Motion Graphic; in particular, visual metaphor plays an indispensable role in the audience's participation. Based on the above information, the author of this article uses some materials in a Motion Graphic that is about skin allergy, and conducts some survey and investigation to explore the words that corresponds to the audience's prior experience, so that a specific carrier could be found to express abstract semantic meaning.