從象徵符號探討《仙履奇緣》童話海報圖像表現

童話故事由獨特的人物、事物與情節組成，當故事轉譯成圖像時，設計師賦予圖像生命，傳播後吸引消費者注意，周邊商品和話題就此蔓延。本研究即希望藉由調查受訪者對《灰姑娘》童話故事之象徵語彙（符號），探討迪士尼動畫電影《仙履奇緣》海報之圖像表現；瞭解消費者與迪士尼對相同的童話故事符號認知之差異。研究以問卷調查法得到資料並以內容分析法歸納類別，依背景變項分析讀者對故事的喜好差異及相關的象徵語彙，整理代表故事主要人、事、物圖像（如玻璃鞋、小動物等）。研究結果如下：一、調查145位受訪者對故事的認知，得到759個象徵語彙，歸納出21個符號類別。二、以21類象徵符號分析「仙履奇緣」45件樣本中的圖像表現。將前兩階段象徵符號交叉分析得到代表「仙履奇緣」象徵符號為「玻璃鞋、南瓜馬車、仙女、小動物、灰姑娘、王子」。本研究成果，將可提供讀者、圖形設計者和相關產業參考。

關鍵字

童話故事；象徵符號；圖像表現

並列摘要

A fairy tale is composed of a fictional plot, unique characters and events. When converting a story into an image, designers give life to the image, which can draw consumer attention and induce development of related issues and products after publicized. Through a survey of the symbols of ”Cinderella”, this paper aims to investigate the image expressing in posters of the Disney Animation ”Cinderella” and explore the differences between consumers and Disney animation designers in perceptions of symbols. Data were collected through a questionnaire and classified through content analysis. Readers’ preferences for the story and perceptions of symbols were analyzed by their background variables to find out the representative symbols of characters, events, and objects (such as the glass slipper or animals). Results include: (1) Through a survey on perceptions of 145 respondents, 769 symbols were collected and classified into 21 categories of symbols; (2) The image expressing in 45 samples in Cinderella was analyzed based on the 21 categories of symbols. The cross-analysis result indicates that ”glass slipper, pumpkin coach, small animals, Cinderella, and the prince” are representative symbols of Cinderella. The above results can be a reference for readers, graphic designers, and related industries.