1950至1970年臺灣報紙廣告字體之復刻字體創作

報紙在過去的社會扮演著記載歷史的重要角色，而隨著戰後的臺灣，報業、廣告業和經濟發展逐漸成長活絡。藉由本次研究題目，探討戒嚴時期的老報紙，所刊登的廣告字體，從中得知過去造字人創作字體的習慣以及特色。藉此研究字體創作，復刻當時造字人一筆一劃的創作精華，以及懷舊的文字樣態。由於研究時間設定在一九五十至一九七十年，共二十年間的報紙廣告篇幅眾多，難以蒐集所有的報紙廣告內容，而廣告種類也玲瑯滿目，每一家企業廣告風格不盡相同，故本研究蒐集「手寫感」的字體為目標，除了更能反映過去的時代懷舊感，用於廣告版面上的標題文字，手寫字型能有更多的注目性，相對來說更能代表舊報紙的廣告字。研究內容以報紙和廣告的歷史發展為首，後著重於報紙廣告字體的特色分析，以及設計漢字時需要注意的幾項原則。設計執行以文獻中的分析資料作為確立字體的風格，創作以全手寫的方式設計，最後於電腦中進行修正、優化與後續字體應用。全手寫的創作字體是為了更能反映舊時代的廣告字，而相對於後續的應用層面會稍顯限制，僅能應用在需要大量注目性的標題類文字，故以復刻為題的字型設計須以完整性較高的印刷字型作為設計目標，才能夠更廣泛應用。

關鍵字

報紙廣告；廣告字體；復刻字體

並列摘要

Newspapers played an important role in recording history in the past. However, along with the postwar Taiwan, the newspaper industry, advertising, and economic development gradually grew and became more active. With this research topic, I will explore the fonts of advertisements in old newspapers during the martial law period, and learn from the habits and characteristics of font creators in the past. To study the creation of typefaces, reproduce the essence of the writing strokes and the nostalgic text styles of the creators at that time. Due to the research time is set from 1950 to 1970, the newspaper advertisements for a total of 20 years are too large that it is difficult to collect all the contents of newspaper advertisements, and the types of advertisements are various, and the advertising styles of each company are different. Therefore, the goal of this research is to collect fonts with a sense of handwriting. In addition to reflecting the nostalgia of the past era, the headline font used on the advertisement page can be more eye-catching and can represent advertising font in old newspapers. The research content starts with the historical development of newspapers and advertisements, and then focuses on the analysis of the characteristics of newspaper advertisement fonts, as well as several principles that need to be paid attention to when designing Chinese characters. The design execution uses the analysis data in the literature as the establishment of the font style, the creation is designed in a fully handwritten manner, and finally the computer is corrected, optimized and subsequently applied to the font. The fully handwritten typeface is designed to better reflect the advertising characters of the old era, and will be slightly restricted compared to the subsequent application level. It can only be applied to headline text that requires a lot of attention. So the font design is based on re-engraving that it is necessary to take the printed font with higher integrity as the design goal to be able to be more widely used.