馬格利特風格應用於平面廣告之研究

The Study of Magritte Style Applies to Graphic Advertisement

張雅琳(Ya-Lin Chang)

指導教授 ： 詹玉艷

國立臺中科技大學/設計學群/商業設計系碩士班/碩士(2009年)

https://doi.org/10.6826/NUTC.2009.00009

摘要

國內平面廣告研究領域中，多數以超現實主義的角度來探討平面設計中的表現手法及廣告的傳播效益、視覺效果等圖像形式的問題，卻較少以特定繪畫風格作為深入探討平面廣告中形式與創意之關聯性，而視覺創意又是平面廣告裡最重要的一環，創意的驚奇、迷人之處常來自於概念的獨特與視覺的不合邏輯，西洋畫家馬格利特對現實質疑的思考恰成為影像乖誕、離奇的表徵，因此，本研究提出馬格利特風格對平面廣告造成衝擊性視覺創意的觀點，來試圖印證其表現手法在1997~2007年時報華文廣告獎中創意廣告的相似性，並藉由其影像文本來了解當代流行、消費、後現代等多元文化的社會性現象。

　　馬格利特風格應用於平面廣告的研究由表現形式到內容意義的相關性連結，朝向兩大研究方向：(1) 內容分析：首先分析馬格利特繪畫作品的創作心理、社會經濟背景，了解平面廣告的背景及概念到視覺創意的轉換，其次，用Roland Barthes偽句法公式與類比關係的法則印證文案與表現形式的相同性，(2)文本分析：論述馬格利特風格對於消費文化、流行文化、後現代主義的貢獻與時代意義，因此，根據內容分析可歸結出(1)馬格利特風格在平面廣告的運用時機、優點、有限性 (2)以Maslow需求階層統整消費慾望及社會性意義；文本分析論述延續內容分析的結論而探討出(1)馬格利特創作觀與廣告消費慾望的共通性能了解消費文化的多重面向 (2)馬格利特風格的後現代解構性特質呈現在視覺符號、邏輯認知、文化意識等方面(3)馬格利特風格的廣告產生流行語和遊戲式生活的流行文化。最後總結，以馬格利特風格的時代價值與廣告創意策略之關係而提出消費目標需求點及視覺形式手法來作為視覺傳達或企劃人員之參考。

關鍵字

平面廣告 ； 馬格利特風格 ； 廣告創意策略 ； 時報廣告獎

並列摘要

In Taiwan, most of the research on advertisement study about representation, benefit to the mass media, visual effect of graphic form by surrealism’s viewpoint. No one studies the connection between representation and creation by special style in art. Visual creation is an important part in advertisement. Surprising and charming creation often comes from the special concept and the illogical sight. Magritte, an artist in the West, to think and to suspicion the truth becomes the symbol of eccentric and bizarre images. Thus, this study brings up the viewpoint that Magritte style can promote shocking visual creation. It attempts to prove that the representation is the same as the creative cases of the 1997-2007 Times Advertising Awards. By the way, the images’ text can be found out the different cultures, including pop, consumption, post-modern of social situation.

　　This study of Magritte style applied to graphic advertisement connects between visual representation and inside meaning, including two directions：
(1)Content analysis：First, analyzing the creative psychology, the knowledge of society and economy in Magritte’s works. Understanding the information about graphic advertisement and how to transform the concept into visual creation. Second, to prove the advertising copy is the same as Magritte’s word paintings by Roland Barthes’ pseudo-syntaxe and the representations are the same as Magritte’s non-word paintings by analogical reasoning.
(2)Text analysis：Expounding Magritte style contributes to the consumer culture, pop culture and post-modern in the present age.

　　According to the content analysis can induce two parts：
(1)The positive and impossible aspects regarding the usage of Magritte style in advertising are discussed.
(2)The customer’s desire and the social meaning can be compiled by Maslow theory.

　　Text analysis comes from extending the conclusion of content analysis, accounting for three kinds of viewpoints. The results are as follow：
(1)In consumer culture, the common feature of Magritte’s concept and customer’s desire can find out multiple significances.
(2)In post-modern, Magritte style that possesses the deconstruction emerges from visual symbol, logical perception, and conscious of culture.
(3)In pop culture, the graphic advertisements of Magritte style can lead to popular slang and recreational existence.

　　In conclusion, Magritte style’s value connects with the creative strategy in advertisement, providing a reference for designers or planners to make the idea of visual representation or the destination of customer’s requirement.

並列關鍵字

Graphic Advertisement ； Magritte Style ； Creative Strategy in Advertisement ； Times Advertising Awards

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