隱喻手法應用在視覺傳達設計之創作研究

A Study on Concept of Metaphor in Visual Communication Design

鄧麗萍

指導教授 ： 蘇茂生

國立臺灣師範大學/藝術學院/設計研究所/碩士(2004年)

摘要

中文摘要

　　隱喻最初源於修辭學，發展至今舉凡符號學、廣告學、傳播學等領域對於隱喻皆有相關研究。隱喻已從最初的文體格式研究，轉變至認知概念、圖像隱喻更廣大的討論範疇中。事實上，只要我們細心觀察，大量的隱喻訊息滲透在我們的談話、思考、和生活經驗裡。

　　隱喻手法應用層面上，不論是藝術作品或現今的隱喻廣告；公益性或商業性用途，隱喻手法經常成為視覺傳達設計上借助的一項工具。本創作研究透過多位學者的理論與觀點，整理出隱喻訊息傳達時應該注意哪些原則，再根據視覺傳達的觀點，將設計目標具體化地表現，將隱喻訊息正確無誤的傳達給受訊者。

　　然而隱喻最終的目的還是要將隱喻訊息正確地傳達讓受訊者知道，這才算是一個有效的隱喻訊息。創作者想要研究在視覺傳達的過程中，負責傳達訊息任務的平面媒體（可能是廣告海報、報紙、雜誌等）所扮演的角色，從中探討應該如何操作隱喻手法，才能讓受訊者順利地解讀訊息結果，並且避免與發訊者的原意產生太多偏差。

　　個人創作上將實作過程分別從「隱喻手法設計策略」、「電腦製作階段」、「修改考量點」、「隱喻訊息類型分析」來說明。創作者實際操作隱喻訊息，扮演發訊者的角色，期望幫助受訊者對隱喻訊息順利地解讀，並就創作過程中發現的問題做一報告。研究內容引證上因個人能力不及而失之周全，無法做到面面俱到，但仍希望盡棉薄之力對未來相關創作計畫有所助益。

關鍵字

隱喻 ； 圖像隱喻 ； 視覺傳達

並列摘要

Abstract

Metaphor originally came from rhetoric, nowadays there are many related researches of metaphor in symbolism, advertising and communication, etc. In the beginning, metaphor was implemented in literary talent, and then it changed to wider discussion, such as consciousness and pictorial metaphor. Actually lots of metaphor information is involved in our conversation, thinking and living experience if we are attentive.

Metaphor which is no matter used in art and advertising or for public and commercial use could be an implement in visual communication design as usual. According to several researchers’ points of view, I figure out some rules, and express the targets in the concrete based on visual communication in order that the receivers can get metaphor information correctly.

However, the ultimate purpose of metaphor is to express the metaphor information to the receivers correctly, thus it is an effective metaphor information. The purpose is to study the roles of print media, such as posters, newspapers, magazines, etc. during the process of visual communication and investigate how to use metaphor properly to reduce mistakes when the receivers try to understand them.

The fourth chapter is divided into four parts. They’re “How to make plans”, “Computer programming”, “Why to correct” and “Types of pictorial metaphor”. I operate and give the metaphor information to help the receivers understand it correctly, and report the problems found in the creation. I’ve tried my best to complete this report and hopefully it can be of use for the future related plans.

並列關鍵字

metaphor ； pictorial metaphor ； visual communication