「現代化國軍形象」招募海報創作設計研究

A Research of Creative and Design for Recruitment Poster “The Image of Contemporary Military”

湯偉國(Wei-Kuo Tang)

指導教授 ： 蘇茂生

國立臺灣師範大學/藝術學院/設計研究所在職進修碩士班/碩士(2006年)

摘要

科技發展日新月異，電腦資訊已成為現代人主要的傳達與溝通工具之一，就宣傳海報形式而言，數位化(Digitalization)的藝術形式已逐漸突破傳統形式，表現在各種視覺領域中，使具有目的的圖文符號，透過各種傳媒快速傳播，達到訴求傳達與說服之目的。
本研究以電腦為創作工具，援引美國符號學大師皮爾斯（Charles S. Pierce，1839-1914）依符號與其對象關係，將符號區分圖像性（Icon）、指示性（Index）與象徵性（Symbol）等三種類型為研究架構，擷取當代美軍與近五年國軍招募、形象海報計一○四件作品為樣本，採資料分析法(Document analysis)針對符號形式、性質、表現方式與文案編排等項進行分析，研提增高視覺強度之符號與形式，運用於海報創作實驗，期能透過圖像元素的個別意涵或整體概念，傳達「現代化國軍形象」意涵。
經實證分析與研究驗證，在海報設計元素中，「構成」與「色彩」是影響視覺強度的關鍵因素。「影像」形式可提高受訊者的臨場與親切感，在正常的環境下，「色彩」對比值與視覺強度成正比，且在數位科技發展下，影像符號已逐漸取代漫（插）畫與圖案符號，為海報設計的主要元素；另選擇「圖像、象徵性符號」，運用「重疊、對比」手法，並輔以「敘述、幽默式」文案，可增加受訊者對宣傳主題的涉入感，兼具「視覺美感」與「宣傳主題」雙重價值，藉以傳達正確視覺資訊，提升國軍人才招募素質，共同塑建「現代化國軍」形象。

關鍵字

宣傳 ； 數位化 ； 招募海報 ； 現代化國軍形象

並列摘要

With technology changing at such a rapid pace, digitalization is gradually taking over the traditional way of communication and data exchange. Digital art form has replaced the traditional in different visual environments. For instance, through the use of mass media, pictures and symbols can convey ideas instantly and accurately.
The computer is used as the creating tool in this research. According to Charles S. Pierce, “a sign, which is determined by its dynamic object by virtue of its own internal nature, constitutes in the order of Icon, Index, and Symbol.” I will use his concept for my research and also refer to 104 pieces of military recruitment posters from the military of US and Taiwan as study samples. Moreover, I will apply Document Analysis Method to examine the sign, the nature, the manifestation, and the context arrangement of these 104 pieces of study samples. The outcome will explain how these visual elements interact to form visual intensity. Through this experiment, I opt to demonstrate the image of our contemporary military.
After diagnostic analysis and research confirmation, composition and color are the key factors of visual intensity. “The image” can capture the hearts of audiences. Under normal condition, the color correlative value and the visual intensity meet at direct ratio. Due to the latest development of digital images, poster designers gradually replace caricatures and pictorials with digital images. Digital image as a form of sign becomes one of the main element for poster creation. Poster designers also use icons and symbols, in collaboration with the method of overlapping and contrasting, as well as descriptive and humorous context, to convey ideas to the audiences aesthetically and effectively. By transmitting these correct information, I opt to build an image of contemporary military, and to upgrade the quality of Taiwan military.

並列關鍵字

Propaganda ； Digitalization ； Recruitment Poster ； The Image of Contemporary Military

參考文獻

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張恬君，1998，《科技與人文藝術的對話」，長松文化公司。

Pedersen B. Martin，1998，《Graphic Poster》。

Richard L. Gregory，2004，《The Oxford Companion to the Mind》。

李兆隆，2002，《數位影像構成於視覺傳達設計之研究與應用》，國立臺灣師範大學設計研究所碩士論文。