品牌吉祥物的仿擬與幽默插畫創作

Humorous Illustrations of Brand Mascot and Parody Rhetoric

李宛芝(Wan-Chih Li)

指導教授 ： 邱順應

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2020年)

摘要

吉祥物是品牌重要的代言人，然而也因為代表著企業而常有較正式或制式的傾向，此時若有幽默加以潤滑，能使溝通更輕鬆達到效果，本研究從修辭學角度出發，並特別聚焦在「仿擬」與「鑲嵌」修辭的應用。透過文獻分析法，了解相關文獻脈絡，再運用文本分析法，規整插畫類別應用與視覺修辭應用，將視覺修辭分三段式步驟應用於插畫創作。本研究之創作，以現有洋酒酒標上的商用識別做為創意模仿對象，運用自我肖像創作品牌吉祥物，鑲嵌進入作品中，將原來的靜態識別轉化成動態，創作出仿擬品牌吉祥物的幽默插畫。

關鍵字

吉祥物 ； 仿擬修辭 ； 幽默 ； 插畫

並列摘要

A mascot is the ambassador vital to a brand. Yet, it is also because a corporate is often prone to formalization or standardization that humor can serve as a lubricant that smooths the communication and achieve results more easily. The study departed from the perspective of rhetoric, focusing specifically on the application of the rhetoric of “simulacrum” and “mosaic”. The contexts of all literature were investigated via document analysis. Then, text analysis was employed to comb through illustration application and visual rhetoric application, so as to apply visual rhetoric on illustration creation via a 3-stage process. The work in this paper took the commercial identity on the label of an existing foreign liquor brand as the object for creative imitation. A mascot of the brand was created via self-portrait that was inserted into the work to transform the formerly stationary identity into a dynamic counterpart, producing the humorous illustration that simulates the brand mascot.

並列關鍵字

Mascot ； Parody Rhetoric ； Humor ； Illustration

參考文獻

參考文獻

專書

Marty Neumeier（2005）。品牌魔力丸（初版）（邱順應譯）。台北市：藍鯨出版。

王桂拓（2005）。企業•品牌•識別•形象：符號思維與設計方法。台北市：全華。

李顯傑（2005）。電影修辭學：鏡像與話語。出版：文化藝術出版。