性別之無—無性別時裝品牌廣告視覺意象之探討

The Study of Visual Imagery for Genderless Fashion Brand Advertising Campaign from the Perspective of Laotzu's Philosophy

石晏瑄(YEN-HSUAN SHIH)

指導教授 ： 連德仁 ； 邱旭蓮

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2022年)

摘要

本研究以哲學視角，探討無性別之於《老子》「無」哲學觀的涵義性，並發掘「無」體現於無性別的奧妙。在時裝設計的領域當中，無性別一直是個話題十足的設計理念，亦為極獨特的風格。回顧過去十年來，標榜無性別時裝的品牌相繼出現，並透過廣告視覺，與社會大眾或消費者進行更深層的交流，藉此傳遞無性別的核心概念與隱藏其中之「無」思想。研究者透過文本分析法，對擇定之無性別時裝品牌的廣告視覺，進行分析歸納，統整出影響無性別意象各因素；同時，探究影響無性別意象之記號、符碼，與社會、文化、環境脈絡交織出的涵義；接著，對篩選出的六個研究樣本之品牌理念，運用紮根理論循序漸進推理，進一步發掘「無」體現於無性別的所有觀點，並與影響無性別意象之記號、符碼，及其涵義，相互驗證，以釐清當中的脈絡。
透過上述研究執行，可得出研究結果如下：(1) 影響無性別意象之各因素分別為：時裝設計、人物性別與外貌、人物肢體動作與互動、人物穿著打扮、人物妝髮；(2) 在影響無性別意象之因素，與構成各因素之記號、符碼，與社會、文化、環境脈絡交織出的涵義中，可看見無性別核心概念的各種呈現，進而可發掘藏在身後的價值觀—回歸到「人的本質」。此外，六個時裝品牌理念解譯出的五大無性別時裝品牌核心觀點，亦呼應了《老子》所提出的「無」哲學觀；(3) 《老子》的「無」哲學觀與無性別概念之間，具有十分緊密的關聯，且互相呼應。同時，從中亦可發掘「無」為一切萬物之根基的價值觀，「無」為無性別時裝品牌超越性的價值體現。
冀望本研究統整後的無性別與「無」之價值觀，以及時裝品牌廣告視覺意象之應用策略，可提供給時裝設計、商業設計相關等從業人員，於未來進行品牌廣告建構、認知設定時之重要參考依據。

關鍵字

無性別 ； 「無」哲學觀 ； 時裝品牌廣告 ； 視覺意象

並列摘要

This study aims to explore from a philosophical perspective, the context of genderless relating to Laotzu’s concept of “Nothingness”, and the materialization of “Nothingness” through genderless ideology. In the fashion design field, the design concept of genderless has been an attractive topic and a unique style. Over the last decade, there emerged numerous companies branding their fashion products genderless that attempted to communicate their interpretations through the visual marketing. Their combined efforts consequently preached to the consumers the core concept of genderless and sending a subliminal idea of Nothingness. This study will attempt to evaluate and summarize several selected brands’ visual marketing to confirm the factors which impacted the perception of “genderless” through textual analysis. Concurrent to this, symbols and signs that are regarded as having important impacts to society, cultures and the greater environment through genderless movement, will be investigated. Six real-world examples are selected with their respective brand concept analyzed using grounded theory. Subsequently, I will further uncover values of Nothingness exhibited in all contexts of genderless. The meaning behind the symbols and signs affecting the public image of genderless will be explored to affirm their relationship by mutual validation.
In the analyses described above, the results were produced as follows: (1) Fashion designs, biological sex and their perceived gender in appearance of individuals, their body movements, social interactions, apparel and hairstyle, are observed as influences on genderless culture. (2) Symbols and signs, discovered in various elements of genderless fashion, and their interactions with society, cultures, and the greater environment, are materialization of the core concepts of genderless; they ultimately guided us back to revisit the fundamental values of “human nature”. (3) The core views of Nothingness proposed by Laotzu resonate strongly with genderless concept as they share many ties with each other. genderless fashion brands as a manifestation of the fundamental values of Nothingness have transcended the industry into all areas of our world.
At the conclusion of my evaluation of strategies for applying Nothingness to genderless values, I wished for this study to provide a point of reference in creating future brand marketing and public awareness campaigns for apparel designers, as well as personnel working in different business sectors of associated industries.

並列關鍵字

Genderless ； Philosophical View of “Nothingness” ； Fashion Brand Advertising Campaign ； Visual Imagery

參考文獻

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