平面廣告圖像視覺表現類型分析─以時報廣告金像獎商品別食品項之作品為例

本研究以時報廣告金像獎商品別食品項之作品為例，並以獲得金像獎、銀像獎及銅像獎作品為研究範圍，目地在於瞭解平面廣告圖像題材類型與運用表現形式之分析。食品項廣告圖像題材運用非常廣泛，本研究分類整理，歸納廣告圖像題材的運用主要共六項，依次分別為：食物類、人物類、物品器具類、風景類、動物類、公仔類等，題材十分豐富與多樣化。其中以食物類、人物類二項最為普遍被運用。在圖像的運用與表現形式方面有四大類：功能性的運用表現、轉化（擬人與擬物）的運用表現、視覺雙關的運用表現、特寫的運用表現。以轉化的運用與表現方式最常被運用，不論是擬人或擬物的表現，表現的極態盡妍，維妙維肖。

關鍵字

廣告圖像；題材；類型；表現形式

並列摘要

The author of this study, by taking the food ads winning the Times Advertising Awards for example and works respectively winning the gold, silver and bronze awards as the research objects, aims at analyzing the graphic types of plane ads and their applications as well as forms of expression. The image subjects of food ads, being diverse and varied, cover a wide range. This research classifies the six main subjects as follows: food, humans, articles and utensils, landscape, animals and dolls, among which the first two kinds are most commonly used. Four major types can be divided in terms of the application and way of expression of the images, namely, functional, transformational (personification), visual pun and close-up application and expression, among which the transformational approach is the most commonly used one since it is capable of bringing into full play the connotation of images with personification.

並列關鍵字

advertisement images ； subjects ； types ； way of expression

國際替代計量

平面廣告圖像視覺表現類型分析─以時報廣告金像獎商品別食品項之作品為例

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