- 期刊
從記號學角度探討日治專賣時期台灣酒類標貼設計之視覺符號運作
The Study of Visual Symbol Operation of Taiwan Liquor Label Design in Japanese Occupied Period with Semiotics
摘要
本文係以與設計相關之記號學理論為基礎，進行非語文式符號（Non-Verbal Symbol）之視覺圖像研究。以記號學角度，針對日治專賣時期之酒類標貼設計進行整理、研究，以探討各種視覺符號在標貼設計中的表現方式與運作情形。首先對與設計相關之符號學基本理論作初步的整理，以瞭解其可用於設計研究之主要符號理論，並作為進行相關視覺符號研究之基礎。整體研究的進行，主要是以索緒爾（Saussure）在符號意義理論中所提出的「符號具」（signifier）、「符號義」（signified）兩面性符號觀點，進行標貼視覺符號的分析；以皮爾斯（Peirce）在符號學理論中的符號區分方式，作相關視覺符號的分類；根據索緒爾所用以探討符號組成之系譜（paradigmtic）、毗鄰（syntagmatic）兩軸關係理論，進行視覺符號組成方式之分析；並以「語意學」中有關符號意義形成之三種樣態理論，作視覺符號意義形成方式的探討。也就是從符號學的各個不同面向，深入探究在此特殊環境下的酒類標貼設計發展，以及當時視覺設計之表現風格與面貌。
並列摘要
This text is based on design concerned Semiotics theory to study the visual figure of Non-Verbal Symbol. in viewpoint of Semiotics, the label of liquor monopolized in Japanese occupied period was aimed to go on managing and researching to study the expression and operation of various visual symbol in label design. The initial management of symbolism's base theory of concerned design was made first to understand the main symbol theory for design research, and let it to be the base of going on concerned visual symbol study. In progress of entire study, the label's visual symbol was analyzed mainly in accordance with the symbol viewpoint two-sided of ”signifier” and ”signified” in Saussure's symbol significance theory to analyze label's visual symbol; and according to the symbol distinguishing of Peirce's symbol theory to classify concerned visual symbol; and go on the analysis of the combination of visual symbol in accordance with Saussure's two axis relationship theory of paradigmtic and syntagmatic; then, study the way formed of visual symbol's significance with three models theory which related with symbol significance in Semantics. That means make a thorough study for the development of liquor label design under such special environment, and the expression style and figure of visual design at that time from various directions of Symbolism.