隱喻模式應用於世界自然基金會平面作品研究

Study on Metaphor Modes Applied to Print Works of World Wide Fund for Nature

黃冠瑜(Kuan-Yu Huang)

指導教授 ： 蔡綺

國立臺中科技大學/設計與語文學院/商業設計系碩士班/碩士(2012年)

摘要

由於溫室效應、全球暖化、海平面不斷上升等對環境生態的威脅，今日地球正面臨著滅絕的危機，面對這一連串問題，人類必須正視並思考以何種方式才能避免毀滅的到來，同時更應透過不同的環境保護手段化危機為轉機。世界自然基金會（World Wide Fund For Nature）為避免野生動物遭受撲殺及減少自然環境的破壞，因此成立此基金會響應環保。該基金會創立至今50週年，已有不少活動成功案例，除活動規劃周詳外，平面媒體的傳達也不容小覷。本研究以世界自然基金會平面作品作為了解環境議題初探的研究，藉由隱喻模式的分析，瞭解世界自然基金會平面作品的隱喻意涵、表現形式等，並藉由相關學者之理論依據，比對環保公益類平面作品與其他商業性質平面作品在隱喻模式中，隱喻項目的使用比率。
本文重點以分析自然基金會平面作品為研究目的，由文獻中隱喻模式作為分析的途徑，首先，將世界自然基金會平面作品樣本分類為意義層面與表現形式，探討該基金會在隱喻模式中的背景意涵，與畫面中所呈現之手法。再者針對相關理論及學者所提出的研究結果進行驗證，評估隱喻模式使用於環保類平面作品，與商業性質平面作品是否會因為訴求不同，而影響隱喻模式的表現方式。透過本研究統計與分析後，共提出6項研究結果；此外，世界自然基金會屬於國際組織，因此研究範圍廣泛，後續研究者可進一步研究其一國的平面作品，深入瞭解該國的文化背景與深層意義，探討我國與他國的文化差異。期盼此種研究方式能提供其他研究者對於環保設計或者世界自然基金會設計者的興趣。
1、隱喻意義層面中的「外觀層面」類型，外形相似使用最多。
2、隱喻意義層面中的「關係層面」類型，以因果關係使用最多、運用層面最廣。
3、隱喻意義層面中的「實質層面」類型，是意義層面中使用數量最少的類型，其研 究結果不同訴求性質的平面作品在隱喻使用上會影響實質層面的使用量。
4、隱喻表現形式中的「圖像隱喻」類型，以結合使用比率最高，其次為並置，最少使用的為替代。
5、隱喻表現形式中的「圖文隱喻」類型，僅次於圖像隱喻，屬於層面廣泛、使用比率較高的表現形式。
6、隱喻表現形式中的「文字隱喻」類型只有5%，屬於使用量最少的表現形式。

關鍵字

隱喻模式 ； 世界自然基金會 ； 平面設計 ； 環保設計

並列摘要

Due to the threats of greenhouse effect, global warming and sea level rising on environment and ecology, today the earth is facing extinction crisis. Confronting a series of such problems, mankind must face squarely and think about which manner should be adopted to avoid the arrival of destruction, while in the meantime should turn the crisis into an opportunity through a variety of environmental protection means. In order to avoid wild animals suffering culling and reduce the destruction of natural environment, World Wildlife Fund for Nature (WWF) was founded in response to environmental protection. So far the Foundation has been founded for 50 whole years and has held many cases of successful activities, in addition to that theses activities are well-planned, the conveying effect of print media also can not be underestimated. This study takes print works of WWF as initial exploration study to comprehend environmental issues, to understand the metaphorical implications, manifestations, etc. of WWF print works through analysis of metaphor modes, and to compare use ratios of metaphorical items in metaphor modes used in print works of environmental protection & public welfare category and in print works of other commercial nature by means of theoretical bases proposed by relevant scholars.
This paper focuses on adopting analysis of WWF print works as research purpose, and uses metaphor modes in literature as ways of analysis. First,
classified samples of WWF print works as significance level and manifestations to explore background implications in metaphor modes of the Foundation and the techniques presented in the picture; next, conducted verifications against relevant theories and research findings proposed by scholars to assess whether the manifestations of metaphorical modes use in print works of environmental protection & public welfare category and in print works of commercial nature would be influenced because of different demands. Through the statistics and analysis of this study, a total of six research findings are proposed; in addition, since WWF is an international organization, so it encompasses a wide range of researches, future researchers can take a further step to study the print works of other countries, understand the cultural background and profound meaning of the country in-depth, and explore cultural differences of our country and other countries. It is expected that such research method can promote interests of other researchers for environmental design or designers of the World Wide Fund for Nature.
1. “Appearance level” type in metaphorical significance level, appearance similarity is mostly used.
2. “Relationship level” type in metaphorical significance level, causality is mostly used and applied most widely.
3. “Substantive level” type in metaphorical significance level, is the type with least number of uses in the significance level, the research findings reveal that in the use of metaphor the use amount of substantive level would be affected by the different demand natures of print works.
4. “Image metaphor” type in metaphorical manifestations, combinational use has highest use ratio, followed by juxtaposition, and substitution is least frequently used.
5. “Image and literal metaphor” type in metaphorical manifestations, its use ratio is just lower than image metaphor, and belongs to a manifestation of wide range of levels and higher use ratio.
6. “Literal metaphor” type in metaphorical manifestations accounts for only 5%, is a manifestation of least use amount.

並列關鍵字

Metaphor Modes ； WWF ； Graphic Design ； Eco-Friendly Design

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