Synergizing Nanjing's Visual Advertising Governance: Analyzing the Historical and Ergonomic Visual Characteristic Frameworks of Visual Communication

Abstract

As China's market economy system continues to advance, the urbanization process is experiencing a significant acceleration. Urban governance, particularly in relation to visual advertising, plays a crucial role in impacting the quality of life for residents. It falls within the purview of social governance responsibilities for the government to mitigate the presence of illegal visual advertisements and prevent the proliferation of new ones through various legislative measures. Given the current underdevelopment in visual advertising governance, establishing a robust cooperative framework among government agencies, as well as involving private and industrial organizations, is imperative. In recent years, Nanjing has made notable strides in visual advertising governance, implementing a range of innovative measures under stringent administrative regulations. This study examines the historical evolution of visual advertising and proposes a strategy for integrating historical developments with the creation of a visual characteristic framework. The research employs the "multi-modal discourse analysis model" developed by Van Leeuwen for content analysis of multiple image text groups. The primary visual image frameworks considered include "subject content", "significance", "framing", and "modality", which are essential for constructing an ergonomic visual characteristic framework.