喜餅標誌設計的兼格修辭研究

The wedding cookies' logo design of compound rhetoric

張榕真(Jung-Chen Chang)

指導教授 ： 邱順應

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2017年)

摘要

標誌就如同品牌的相貌，也是品牌的精神象徵，而標誌的創意表現不會獨立存在著，前端必須先具體擬定訴求，再進行創意表現；訴求與修辭都是為了達到說服的目的，標誌於前端先制定有效的訴求，於後端進行設計時，適切的應用修辭，將能相得益彰，更有效的傳達情意，強化品牌的識別。而標誌設計是以精鍊的形象表現，為了有效的傳遞訊息與強化視覺表現，本研究先探討標誌擇定的訴求，例如強調、承諾是什麼利益，再分析其動用的修辭辭格。

本研究先以文獻來探討標誌設計構成要素、訴求及修辭學原理，再以喜餅標誌為樣本，採質性的文本分析法輔以KJ法析究標誌設計的訴求與修辭表現手法，最後，將喜餅標誌的訴求及主要訴諸、動用的辭格做為歸納；研究結果證實，幾乎所有的喜餅標誌都傳達兩種以上的品牌承諾利益，以及使用兩種以上的修辭辭格來傳遞品牌的綜合訊息，亦即，幾乎所有喜餅標誌設計都運用複合訴求與兼格修辭來強化品牌的形象表達；而喜餅標誌的基本訴求以西方訴求與現代感訴求佔多數，複合訴求的部分較常使用手作訴求；標誌在視覺符號要素較常使用譬喻修辭，視覺語法要素則是使用了較多的映襯、排比與對偶修辭；另外發現修辭的應用也有依隨訴求類型變化之趨勢。

關鍵字

喜餅標誌 ； 標誌設計 ； 訴求 ； 兼格修辭

並列摘要

Logo is like the appearance of the brand, also the spirit of the brand symbol. And the creative performance of the logo will not exist independently. First, it has to set up specific appeal, and then creative performance. Both of appeal and compound rhetoric are in order to achieve the purpose of persuasion. Logo in the front to develop a valid appeal, and it appropriate application rhetoric when designing. Therefore, it has more effective communication and strength the brand recognition. The logo design is the image of refining performance, In order to effectively pass messages and enhance visual performance, this study explores the appeal of the logo first. For example emphasizing and committing what is interest, and then analyzing the rhetoric of they used.

In this study, we discuss the elements of logo design, appeal, principles of rhetoric first, and then wedding cookies’ logo as a sample, according to qualitative textual analysis and KJ method, analysis logo of design appeal and rhetoric. Finally, the wedding cookies' logo appeal and the main resort, using the rhetoric as induction. The results confirmed that almost all wedding cookies convey more than two interests of brand promise. As well as using two or more rhetoric to pass the brand's comprehensive message. Also, almost all wedding cookies’ logo design are used compound appeal and rhetoric to strengthen the image of the brand expression. The basic appeal of wedding cookies' logo are most of western appeals and modern appeals. The part of the composite appeal is more often used handwriting appeal. The logo is more used metaphor in visual symbols, visual grammar elements are used more contrast, parallelism and antithesis. Besides, it found that the application of rhetoric is also dependent on the type of change trend.

並列關鍵字

logo design ； appeal ； compound rhetoric

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