誇飾法應用於性別角色議題海報之創作研究

A Study of Hyperbole Using in Poster - A Case of Gender Role Issue

蕭華(Hua Hsiao) ； 蘇文清(Wen-Ching Su)

《商業設計學報》 22期 (2018/12) Pp. 91-110

摘要

「誇飾」源於修辭學，是一種故意運用誇張的手法來修飾主題，以增加觀者印象，達到情感聯想或衝擊想法的方法。有鑒於誇飾法被歸類於其他視覺修辭法中，所以本文透過修辭學、心理學及其詮釋與應用的文獻，進行視覺誇飾法的分析，並以此為基礎，更透過「德菲法」專家訪談，歸納對於誇飾法則之意見，彙整出誇飾的表現形式和設計流程圖。本研究將誇飾分為「概念誇飾」和「形象誇飾」，研究結果為以下幾點：（一）概念誇飾的方法有六種，分別為「比喻」、「比擬」、「借代」、「析字」、「象徵」和「引經據典」；（二）形象誇飾的方法有七種，分別為「尺寸比例的形變」、「造型的形變」、「反覆和數量」、「質感的替換」、「戲劇化」、「分割和重組」和「相異體的融合」；（三）結合修辭學的方法來構成誇飾設計之流程。綜合上述誇飾之研究，將海報創作主題以性別角色議題為核心，依據性別社會化歷程分為「文化用詞的改變」、「家庭教養」、「校園教育」、「霸凌」、「媒體傳頌」、「角色分配」和「社會空間」七個主題，將誇飾法應用於海報的創作研究中。

關鍵字

誇飾 ； 視覺修辭 ； 性別角色 ； 海報

並列摘要

Hyperbole originates from rhetoric and is the intentional use of exaggeration for theme modification in order to make stronger impressions on viewers and thus achieve emotional association or impact thinking. It can be divided into concept and image hyperboles. Through analysis of hyperbole literature that encompasses rhetoric, psychology and visual application, theories of visual arts that span surrealism, advertising, comics and animation are transferred into hyperbole representations and fundamental theories of gender roles are thematically investigated in terms of the anthropological, sociological and psychological aspects. Research methods include a literature review as the discursive foundation, induction of opinions of hyperbole rules from expert interviews with the Delphi method, and consolidation of hyperbole representations and a design process flowchart. The research results can be concluded as follows. (1) There are six methods of concept hyperboles, i.e. metaphor, analog, metonymy, anagram, symbol, and quotation. (2) There are seven methods of image hyperboles, i.e. deformation in size and scale, deformation in shape, repetition and quantity, textual replacement, dramatization, fragmentation and reorganization, and blending of heterogeneous forms. (3) Rhetoric methods are combined to form a process of hyperbole design. Based on the abovementioned comprehensive research on hyperbole, this creation study applies hyperbole in design with the issue of gender roles as the core of poster creation themes, which are divided into seven themes in accordance with the process of gender socialization, i.e. changes in cultural vocabularies, family upbringing, schooling, bullying, media eulogization, role assignment, and social space.

並列關鍵字

hyperbole ； visual rhetoric ； gender role ； poster

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