符號學理論應用於銀行公益活動海報設計創作研究

Research and Creation of Applying Semiotics Theory to the Poster Design of the Bank's Charitable Activities

洪瑾玫(Hung Chin-Mei)

指導教授 ： 林俊良

國立臺灣師範大學/藝術學院/設計學系設計創作碩士在職專班/碩士(2021年)

https://doi.org/10.6345/NTNU202101236

摘要

金融業近年來為推廣業務及落實企業社會責任（Corporate Social Responsibility, CSR），積極參與各類社會公益活動，藉由公益活動與社會大眾互動，強化永續經營的體質，進而以提升企業形象。銀行推動公益活動時投入資源與宣傳，希望能得到社會大眾的關注與參與，本研究期望透過符號學理論探討分析，進行思考探索銀行公益活動海報設計創作的方法，以及強化公益活動海報視覺傳達的功能。
本研究方法以文獻分析探討符號學相關理論、海報設計功能及特性、公益活動性質及銀行企業社會責任等。經由KJ法分類歸納，暸解臺灣本土金融業公益活動型態在「社會公益」、「人文藝術」及「其他與本業結合公益」三大類型之涵蓋範圍，以及公益活動海報表現形式歸納以「攝影」、「繪畫類」及「多元組合」三大媒材表現形式為主之海報創作形式。藉由符號學理論分析蒐集案例，探求公益活動海報中的創意概念、圖像形式及媒材使用；建構出銀行公益活動海報設計內涵；在創意表現、圖像形式、媒材運用及主標題作用四大架構下進行銀行公益活動海報設計創作。
藉由符號學理論為分析創作及概念形成，本研究創作銀行公益活動海報強化所有圖像、文字等符號元素後，在眾多公益活動海報中產生差異化，圖像和文字的關係更加緊密，符號化的作用強化視覺聯想，吸引閱聽大眾關注、增強銀行和公益活動宣傳的動能，繼而期待潛移默化逐漸地展現銀行公益活動特質。後續期待於實際運作中導入銀公益活動海報設計模式，使銀行公益活動理念宣導發揮最大效益，以期善盡企業社會責任及永續經營之願景。

關鍵字

公益活動 ； 企業社會責任 ； 符號學 ； 海報設計

並列摘要

In recent years, the financial industry has actively participated in various social charitable activities to promote business and implement Corporate Social Responsibility (CSR), by participating with the public through social charitable activities, strengthen the fitness of sustainable operation, and thereby promote the corporate image. Banks invest resources and publicity when promoting public welfare activities, expecting to get the attention and participation of the public. This research explores and analyzes the semiotic theory, examines the methods of bank charitable activities posters design and creation, and strengthens the visual communication of charitable activities posters.
This research method analyzes literature to discuss related theories of semiotics, poster design and characteristics, the nature of charitable activities, and bank social responsibility. Through the classification and induction of the KJ method, we can recognize the three types of public welfare activities in Taiwan’s local financial industry: "Social Public Welfare", "Humanities and Arts" and "Other Public Welfare Combined with the Industry. "Photography", "Painting" and "Multiple Combinations" are three major forms of poster creation. Analyze and collect cases based on semiotic theory to explore the creative concept, image form and media use in charitable activities posters; build up the connotation of bank charitable activities poster design; play a major role in the creative expression, image form, media use and main title design and creation of posters for bank charitable activities under the four major frameworks.
By using semiotics theory to analyze creation and concept formation, this research creates bank charitable activities posters after strengthening all symbolic elements such as images and texts, and differentiates in many charitable activities’ posters, to bring the relationship between images and text closer. The role of transformation strengthens visual associations, attracts the attention of the public, enhances the motivation of banks and charitable activities, and gradually revealing the characteristics of banks' charitable activities. In the future, we look forward to the introduction of the bank's charitable activities posters design model in actual application, so that the concept of the bank's charitable activities can be promoted to the maximum effect, in order to fulfill CSR and the vision of sustainable operation.

並列關鍵字

charitable activities ； corporate social responsibility ； semiotics ； poster design

參考文獻

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