平面廣告圖像符號之隱喻性多空間模式探討與應用－以時報廣告金像獎（1997?2003）得獎作品與時報廣告金犢獎（2005）創作作品為例

A Study on the Many Space Model Concept of the Metaphor in the Images of Print Advertisement and Its Application－Prizewinning Works of the "Times Advertising Awards"（1997-2003）and Creative Works of the "Young Times Advertising Awards"（2005）as Examples

林志煒(Chih-Wei Lin)

指導教授 ： 王雅倫

崑山科技大學/創意媒體學院/視覺傳達設計研究所/碩士(2005年)

https://doi.org/10.6828/KSU.2005.00082

摘要

本研究主要目的在於平面廣告中，圖像符號之隱喻性多空間模式的探討與應用，即透過對於隱喻性廣告中圖像符號的解析與研究，讓我們可以從一個具創意的圖像訊息中，解讀它在隱喻性的多空間化結構中，各組成部分與相互之間的結構關係和意義脈絡。研究方法是採質性研究與量化研究交互運用，首先藉由質性研究蒐集關於圖像符號、文學修辭學、符號學、認知心理學及隱喻「多空間」思維理論等相關領域的文獻資料，進行資料的整理與分析後，整合出一個關於分析平面廣告圖像符號之隱喻性多空間模式的論述、觀點與分析架構，也就是一套分析概念整合的認知操作方式，作為後續各階段研究之理論基礎與應用依據。
其次，依據文獻的整理，將隱喻性多空間模式所強調的四個心智空間中，針對「來源空間」與「目標空間」兩者在「類空間」的對應與投射，依其互動屬性與關係特質所區分的「外觀相似」、「象徵相似」、「機能相似」、「對等關係相似」與「複合性相似」這五大相似性投射類型，實際驗證於真實的平面廣告中。藉由量化研究的資料處理與統計，了解這五大相似性投射類型運用之現況。隨後再運用研究開端所統合的圖像符號之隱喻性多空間分析架構，以質性研究來分析五大相似性投射類型，於隱喻性多空間模式中的脈絡，藉以實際了解廣告文本其背後真正的意義及內涵。
研究最後，以「第十四屆時報廣告金犢獎」作為本研究創作之主軸；藉本研究統合的圖像符號之隱喻性多空間模式，實際應用於平面廣告的圖像創作上，並進行作品的呈現與說明。經分析探討後，本研究結論為：
在多空間模式分析與研究創作上，藉由這個分析架構的實際操作，將可以有效分析及判讀出圖像背後真正所要傳達的訊息與意涵，並且有助於設計者在運用時，經由仔細評估與判斷圖像符號的選用、組合與轉換之過程，來提升圖像符號訊息設計的傳達效率與品質；同時也能彌補傳統上符號學研究的部分缺失，並能為研究解讀者開啟另一扇新的視野。

關鍵字

平面廣告 ； 圖像符號 ； 隱喻 ； 心智空間 ； 多空間模式

並列摘要

The main purpose of this study is to discuss and apply the many space model concept of the metaphor in the images of print advertisement. Through the analysis and study of the metaphor in the images of print advertisement, we can know its structural relationship and meaningful context between one another in the many space model concept of the metaphor from a creative image message. The study method is to use qualitative and quantitative research by turns. First, the researcher uses the qualitative research method to collect and analyze the related information and literatures, including images, rhetoric, semiotics, cognitive psychology, and the “many space” model theory of the metaphor; and then integrates the discussions, viewpoints, and frameworks of the many space model concept of the metaphor in the images of print advertisement. Also, it is a cognitive operation system of concept analysis to be the theoretic and applied ground at each studying stage later.
Secondly, according to the literatures mentioned above, the researcher focuses on the correspondence and projecting of “source space” and “target space” in “generic space”, which are two of the four mental spaces emphasized in the many space model concept of the metaphor. Based on the interaction property and the relative features, the researcher divides the following five projecting similarity patterns: appearance similarity, symbol similarity, function similarity, coordinate relationship similarity, and compound similarity, which are tested on real print advertisements. Then, the researcher can understand the uses of these five projecting similarity patterns by data processing and statistics. Besides, the many space model of the metaphor is used to analyze qualitatively these five projecting similarity patterns to understand the true meaning of the advertisement texts.
Finally, the “14th Young Times Advertising Awards” is the center of this study. The researcher applies the many space model of the metaphor to the creation of print advertisement images, the presentation and explanation of the works. After the analysis and discussion, the researcher concludes:
As for the analysis of the many space model, we can analyze and judge effectively the messages and meanings behind the images; moreover, it can help designers raise the efficiency and quality of transmission after carefully evaluating and judging the process of choice, combination, and transformation of images. At the same time, it can not only make up for the defects in the study of the traditional semiotics but also open a new view for the readers.

並列關鍵字

print advertisement ； images ； many space model ； mental space ； metaphor

參考文獻

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