天下雜誌「微笑台灣319鄉」娜娜紀念戳章之視覺傳達設計

台灣隨著政府在一九八九年大力推廣「一鄉鎮一特產」以來，各鄉鎮莫不積極發展地方特色，開創文化觀光產業。從二○○一年到二○一二年，「天下雜誌」與「交通部觀光局」共同舉辦五屆的「微笑台灣319 鄉」系列活動，期間在二○○七、二○○九年配合該項報導推行「娜娜戳章」活動，引起年輕人極大的迴響。小小方寸之圖案功能引起研究者之好奇，就其設計進行深入探討。本研究採文獻分析方法，以兩次娜娜戳章共五十三枚為樣本，運用符號學概念與視覺意像傳達理論，將其圖像之構成加以解構，探討娜娜產生的因素與功能，並釐清戳章設計與各鄉鎮形象特色之關聯性。經本研究深入探索得到下列成果。（一）戳章使用從郵票銷證記號，演化到至今已負有行銷的功能。（二）「娜娜戳章」導入代言人的身份為台灣旅遊紀念戳章首例，在戳章設計上有其重要性。（三）「娜娜戳章」的視覺語彙貼切地傳達地方形象以及宣傳台灣對綠色發展的重視。期待所得成果能提供相關活動設計與學術研究之參考。

關鍵字

紀念戳章；視覺傳達設計；城市行銷

並列摘要

Since the promotion of ”One Town, One Project” by the government of Taiwan in 1989, townships around the island have been actively promoting their specialties and cultural tourism. From 2001 to 2012, CommonWealth Magazine and the Tourism Bureau of Department of Transportation and Communications have jointly held five serious of ”Smile Taiwan's 319 townships” campaign. In 2007 and 2009, promotions associated with ”NaNa postmark” received massive feedback. The researcher is interested in the functionality of this inch-sized postmark and explores its design in detail in this study.Literature review is used in this study. The constructions of the fifty-three samples of NaNa postmark are analyzed with the concept of semiotics and the theory of visual communication to explore the factor and function of NaNa's appearance, clarify the relationship between postmark design and townships' image specialty. Our in-depth study exploration presents the following findings: (1) the use of postmark has transformed from writing-off of the value of stamps to signals involving rich marketing function, (2) ”NaNa postmark” introduce the spokesperson identification is the first case in Taiwan Tourism postmark to demonstrate its importance in postmark design, (3) the visual vocabulary of ”NaNa postmark” appositely communicate the local image and publicize the importance of green development in Taiwan. We hope this study can shed some light on related campaign design and serve as the reference for future studies.