幽默訴求的視覺修辭研究-以仿擬「世界名畫」的平面廣告作品為例

在平面廣告設計中，有些手法是運用我們熟悉的符號進行各樣多變的模仿、重置，此種設計形式可以從修辭學中的「仿擬」來定義。「仿擬」的設計還有不少替代用語包含：挪用、模仿、翻玩、戲仿、仿作等，早在達達主義出現就有將經典藝術放入新創作上的案例，關於此種藝術創作手法，被後來的藝術研究者稱為「挪用」，直至後現代主義興起挪用手法大量出現，像是我們熟知的安迪・沃荷，其作品康寶濃湯、瑪麗蓮夢露等系列就屬其一，平面廣告也絕對少不了等同於挪用手法的設計策略，除了直觀的「仿」行為，一般會同時具有另一層意義；一是具備濃厚趣味性質，二則是帶有諷刺與攻擊性的，兩種性質在廣告中都屬幽默訴求的一環，最終目的皆為博得大眾關注。由於「挪用」含有貶義性質，因此近期研究多以「仿作」、「仿擬」來表示其意。本研究從視覺修辭角度切入，針對仿擬名畫的廣告作品進行解析，文本分析主要採用視覺三要素來拆解此類元素對應視覺修辭的辭格技巧，以此瞭解廣告作品訴求與視覺修辭之關聯，另以此延伸邀請十一位專家透過修正式德菲法，驗證文本分析所得仿擬廣告中的視覺修辭應用，同時亦探討此類仿擬設計作品的幽默訴求及傳播效果，進而歸整獲悉本研究擇定的名畫仿擬廣告，其幽默訴求類型中，須經閱聽者消化理解的認知取向策略最受專家青睞。而視覺修辭部份，在討論後得知視覺修辭較不需像傳統修辭一樣，拆分成相當細微的辭格功能，因此合適之視覺修辭系統在文本所得資訊及修正式德菲法數據佐證下修正為十四個精要辭格，更在專家觀點內證實「仿擬設計」拆解原作意涵，並重組融合新的創意是使其成功之關鍵。

關鍵字

幽默訴求；視覺修辭；仿擬設計；世界名畫；平面廣告

並列摘要

Among the ways of advertisements, there are some ways using the familiar symbols to imitate and reset with kinds of changes. Those ways can be defined as parody in rhetoric. The parody design can be replaced by appropriation, imitation, re-brand, sample, simulate, and bootleg. As the time of Dadaism, there were cases of using classic art works as readymade into new works. This kind of artistic technique was called "appropriation" by later art historian and aesthetician. The appropriation techniques appeared in lots of works at the time of the postmodernism. As we’ve known, Andy Warhol’s works used appropriation techniques on Campbell's Soup Cans and the Shot Marilyns. The print ads is also absolutely indispensable with design strategies equivalent to appropriation. In addition to the intuitive "imitation" behavior, it generally has other implications; one is for fun, and the other is ironic and offensive, both are parts of the humor appeal in advertisements, and the goal is to get public’s attention. Since "appropriation" has a derogatory meaning, recent studies have mostly used "imitation" and "parody" to express its meaning. This research starts from the perspective of visual rhetoric and analyzes print ads imitating world famous paintings. Text analysis mainly uses three visual elements to deconstruct the skills of visual rhetoric corresponding to these elements, so that the connection of the appeals of print ads and visual rhetoric can be understood. In addition, eleven experts were invited to verify the application of visual rhetoric in parody advertisements obtained from text analysis through the modified Delphi method. At the same time, they also discussed the humor appeal and communication effect of such parody design works. And after summarizing the analysis it comes to a conclusion that among the humor appeals of the research-selected advertisements imitating world famous painting, the most favored advertisements by the experts are the ones that the cognitive-oriented strategies needed to be appreciated. As for the part of visual rhetoric, after discussion, it was learned that visual rhetoric requires less subtle figures of speech than traditional rhetoric. Therefore, a suitable visual rhetoric system is amended to 14 essential figures of speech under the information from text analysis and the proves of modified Delphi method. The experts confirmed that the key to an parody design advertisement’s success is to dismantling the original meanings and integrating new ideas.