道教符籙應用於海報設計之研究

人類文化發展至此，宗教深入我們的日常生活中，當中我國又以道教為大宗，易與人產生共鳴，最具研究參考價值。海報設計是理性與感性的綜合表現，自十九世紀開始，即成為廣泛使用的訊息載體，對現今影響甚大。　　本研究經由多方文獻分析與蒐集後，藉由Saussure符號理論中系譜軸的單元組構變化對道教符籙的造形結構進行探討，以此作為論述基礎。運用「文獻分析法」探討道教符籙的造形結構意涵，了解其興盛於中國漢代，利用屈曲變化的文字作為外觀造形，擁有祈福、治病、喚神等功用，從古流傳至今。再以「文本分析法」結合海報構成要素，將符籙海報分為九大類型，從中發現符籙應用於海報設計之傳達層面主要可分為兩者，以高識別符籙結構為主的「意涵層面」，以及以高變化符籙視覺為主的「表現層面」，亦發現「符腹」為海報訴求傳達的重點結構之一，再由「符頭」強化訴求，兩者結合運用，透過符籙結構與海報要素間的關係變化，便可藉符籙強化海報訴求，將其傳達出去。

關鍵字

Saussure符號理論；道教符籙；海報設計

並列摘要

Religion incarnates in our daily lives as human culture develops. Among all religions, taoism, regarded as the most influential one in Taiwan, is worth an investigation as it can resonate with the majority. Posters design is the combination of rationality and sensibility, have been used as the medium to deliver messages since the 19th century, greatly affects modern lives. 　　As a common research, Saussure’s semiotic theory with paradigm’s unit is considered suitable for decoding taoist Fu-lu. The research adopts documentary analysis to look into the composition of taoist Fu-lu, and understanding reasons of its popularity in Han dynasty, and the curvy texts that are believed to bring fortune, cure illness, summon god, and etc.. Afterwards, the research adopts textual analysis with poster’s composition to distinguish Fu-lu posters for nine types, and figure out the Fu-lu on poster design has two differences from visual communication, one is “significance” with complete Fu-lu, the other is “performance” with changeable Fu-lu, also can be understanding “the abdomen of Fu-lu” is the most important part in Fu-lu, if it use well with “the head of Fu-lu” just do it like this, the message will be stronger to deliver.