吉祥物角色造形暨導入運作之研究

A Study on the Introduction of Mascots’ Characters Shaping to the Operation of Businesses

李宇昌(Yue-Chang Lee)

指導教授 ： 李杉峯

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.2009.00065

摘要

吉祥物發展甚早，是角色造形一種表現，其歷史脈絡自成一複雜體系，具有反映時勢議題或促成良好之商業代言功能。吉祥物思維源起於擬人認同與譬喻擬仿，其造形理念深受過往流行時尚與動漫文化角色造形之影響，故在設計上通常要求其能表現時代性或地域性之深層情感訴求。而將吉祥物導入企業體運作環境條件之彈性優勢，對應於網路社群與整合行銷需求時展現無遺，其命題執行效能，遠超過其所依附之企業識別系統之商標與標準字，可兼具圖形與符號之傳達特性，適足以應付未來視傳體系型態之發展，對企業體或事業單位之形象建立具有極大之助益。由於吉祥物在當前重視圖像的社會中可發揮正面價值、良好互動效應、可親近之功能，故在各種活動中均可見到吉祥物造形穿梭其中。本研究以資料文獻之彙集作為歸納分析基礎，配合擬人與隱喻之相關學理之研究，探討廣義之吉祥物與現今企業造形其所展現之意涵與運用表現，並嘗試將其生成法則做一系統性之整理，與當前社會各領域現象作成連結，驗證其互動關係，期能對未來之相關研究提供助益。

關鍵字

吉祥物 ； 企業造形

並列摘要

Mascot, a manifestation of the character shaping, which has long been developed and is complicated itself in its historical development, can reflect the issues of the times or serve as a good endorsement of the businesses. Because the ideology of mascots originated from its personalified identification and metaphor implication, the idea of its character shaping is deeply influenced by the past fashion trends and the characters of cartoon or animation culture. Therefore, the creation or design of it is usually required to reflect contemporary spirits or to call for deep regional emotions. With its flexible advantage, when applied to the operation conditions of enterprises, its performances fully fits into the requirements of internet communities and package marketing. The efficiency of its execution far surpasses trade mark and logotype, a system to which it attaches and is used by people to identify a business. Also, it conveys ideas both graphically and symbolically, and is supposed to satisfy the future development of visual communication and is greatly beneficial to establishing images for enterprises or businesses. Owing to its functions of positive values, good interactive effect, and easy access, moscots of a businesses appear frequently in various kinds of activities sponsored by them at the moment of emphasizing image. Based on the deduction and analysis of assorted literature, adding in the research of personification and related theories of metaphors, the study explores the hidden meaning and application of broadly defined mascots and the current enterprises’ characteristics. With a hope to providing help to future related studies, the study tries to systematized the rules of how they are united to each other and to connect mascots with the situations of different fields in the contemporary society in order to prove the interactive relationship between them.

並列關鍵字

mascot ； corporate character

參考文獻

‧《「文化創意產業發展法草案」第一章總則第三條》，立法院第7屆第1會期第2次會議議案關係文書。 p548。

‧呂玫鍰（2008）。《社群建構與浮動的邊界：以白沙屯媽祖進香為例》。臺灣人類學刊 6 ( 1 )。p.31。

‧岑家梧（1996）。《圖騰藝術史》。台北：地景。

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