单幅平面图像作为空间性的呈现,由于缺乏内在的“时间性张力”和语境,往往无法进行叙事。在广告设计中,通过对“构图要素”的组合、受众视觉“错觉”的利用等方式,可以突破平面图像叙事在时空和语境上的障碍,制造出蒙太奇效果,从而帮助平面图像讲述“微型的”广告故事,成为广告说服的利器。在长期的广告实践中,形成了多种平面图像蒙太奇的创意类型,但这类图像的创意及设计显然是带着脚镣的舞蹈,只有在遵循相应原则的基础上,才能打磨出适合于广告的图像奇观。 A single planar image, as a spatial representation, often fails to narrate because of the lack of intrinsic “temporal tension” and context. In advertising design, the combination of “compositional elements ” and the use of audience “illusion ” can break through the obstacles in the plane image narration in time, space and context to create a montage effect and thus help the plane The image tells the story of a “miniature” ad and becomes the weapon of ad persuasion. In the long-term practice of advertising, a variety of creative types of planar image montages have been formed. However, the creativity and design of such images is obviously a dance with a foothold. Only by following the corresponding principles, can it be polished for advertising Wonders of the image.