從歐普藝術探討2012誠品週年慶廣告

本研究針對西方20世紀興起的歐普藝術（OP Art）思潮，探討分析其錯視的構成原理，綜觀二十世紀不同年代的設計，擦撞出何種讓人驚豔的視覺饗宴，並歸納出五大錯視特點：1.視覺疲乏2.透視3.閃爍動態4.對比色彩5.圖地反轉，蒐集代表的作品，詳盡佐照其構成原理加以分析歸納。在2012年誠品的週年慶平面廣告設計中，有七個不同主題的系列廣告，分別為：1.光合作用2.聚光3.春賞4.夏輯5.秋月盛－秋鳴6.好年節，過好年7.設計圖鑑，篩選後共14件做為樣本分析。本研究採｢內容分析法｣，探究2012誠品週年慶廣告與歐普藝術相同的部分，了解歐普藝術在現今廣告上的運用狀況。從1965年開始，歐普藝術突破傳統的視覺表現方式，以理性挑動原始視覺反應的方式，改變人類對於平面視覺的認知。本研究發現在2012年的誠品週年慶廣告，歐普藝術的錯視五大特點其中：｢視覺疲乏｣、｢閃爍動態｣、｢對比色彩｣這三類的出現頻率最高。研究結果顯示：誠品週年慶廣告採通用節日為主題，是用品味文化包裝成美好，衍生出貼近人心與生活化的感動，強力且明確的將廣告訊息與品牌精神深植於顧客心中，而未來在平面廣告的主流中，可以參考更多新的媒材，將歐普藝術的錯視發揮更淋漓盡致，使海報不單是圖像的編排，更有視覺的衝擊力。

關鍵字

歐普藝術；錯視；誠品週年慶；視覺疲乏；圖地反轉

並列摘要

In this study, the rise of 20th century Western Op Art (OP Art) ideas, explore its analysis constitute a principle of illusion, an overview of the different years of the twentieth century design, collision out what amazing visual feast, and summarize the five illusion Features: (A)visual tired (B)perspective (C)flashes dynamic (D)contrast color (E)Figure reversed, collecting works on behalf of the rank and file according to a detailed analysis of its constituent principle be summarized. In 2012 Eslite anniversary graphic design, there are seven different themed ad campaign, namely: (a)Photosynthesis, (b)Condenser, (c)Spring tours, (d)Summer Series, (e)Chiu Sheng-Qiu Ming, (f)Good Year, had a good year, (g)Design illustrations, after screening a total of 14 as the sample analysis. This study ＂content analysis＂ to explore the anniversary the same part of the 2012 ad Eslite Op Art, Op Art to understand the situation on the use of modern advertising. From the beginning of 1965, Op Art breaking the traditional visual expression, provoking original visual response in a rational way, to change human visual perception for the plane. The study found that in 2012 Eslite anniversary advertisement, Op Art illusion five characteristics which: ＂visual fatigue＂, ＂flashing dynamic＂, ＂contrasting colors＂ highest frequency of occurrence of these three categories. The results show: Eslite anniversary mining generic advertising festival theme is packaged into a better taste of culture, derived from close to the heart and life of moving, strong and clear message that the advertising and brand spirit deeply rooted in the minds of customers, and future in the mainstream print ads, you can refer to more new media, the Op Art illusion to play a more incisive, so that not only is the image of the poster layout, more visual impact.