大甲鎮瀾宮媽祖造型之研究探討

A Case Study of Mazu Figurines in Dajia Zhenlan Temple

張秉鈞(Ping-Chun Chang)

指導教授 ： 粱成一

大同大學/設計學院/工業設計學系所/碩士(2010年)

摘要

媽祖信仰，深深扎根在台灣民眾生活中。在這當中，馳名中外的大甲「鎮瀾宮」，將大甲媽祖文化轉化為消費文化，替大甲媽塑造出多變的造型。本研究的主旨在於探討各種造型大甲媽發展的歷程、外型特徵、以及被喜好的程度。
研究中從文獻探討、現況調查中歸納出大甲媽造型的特徵與十四款的造型；經由深度訪談得知各式樣造型的大甲媽發展歷程與出處，並由以上結果進行問卷設計，從大甲鎮瀾宮、松山慈祐宮、鹿港天后宮各挑選了 10 位受測者進行問卷調查。所得資料以敘述性統計和 Friedman test 分析，得知鎮瀾宮所開發的媽祖造型塑造成莊嚴的形象比例較高；而保有舊有傳統媽祖造型，與創新所呈現的比例是一樣的；大甲媽造型所呈現的姿態大多是屬於靜態的；傳統的大甲媽造型辨識度會讓人較有印象，而其造型特徵中，以頭冠、五官容顏、服飾為最重要。
本研究訪談與調查之結果可作為設計師在設計寺廟相關神明圖像時之參考，以找出廟內特色文化與資產，來進行差異化設計，可突顯與其他寺廟紀念商品性不同的特性，並彰顯效果。

關鍵字

大甲鎮瀾宮 ； 文化商品 ； 公仔設計 ； 寺廟 ； 媽祖

並列摘要

Faith in Mazu is rooted in the life of the Taiwanese. For example, the famous Zhennan Temple in Daija has transformed the culture of Daija Mazu into a consumer culture, modeling some of the various figurines on Mazu. This research probes the history of the development of the various figurines, characteristics and preferences for Diaja Mazu.

The research has drawn some conclusions about both the characteristics and the 14 figurines of Mazu models based on a review of literature and current affairs. Through the depth interviews, the backgrounds of different models of Daija Mazu were realized. With that knowledge, a questionnaire was designed for the participants that were picked up from Diaja Zhenan Temple, Sonshan Ciyou Temple and Lukang Tianho Temple --- each Temple has 10 participants. The collected data from the questionnaire was analyzed by descriptive statistics and Friedman Test. The result shows that the images of the developed models by Zhenan Temple have the higher proportion of dignity, and both retaining the traditional and innovating models of Mazu have the same proportion. The model postures of Mazu mostly are belonged to a static state. The appearance of the traditional models of Mazu mostly impresses people. The most important features of Mazu are her crown, face, and clothes.

The result of interviews and investigations might be a good reference for designers who design the relative god statues for Temples. The designers also could utilize the findings to find out the unique culture and asset of Temples for design differentiations which highlight the distinguishing feature of commercial souvenirs.

並列關鍵字

Diaja Zhenan Temple ； Design figurine ； Cultural merchandise ； Mazu ； Temple

參考文獻

5、 吳密察 (2004)，文化創意產業之規劃與推動，研究雙月刊，27 (4)。

7、 李欣樺 (2007)，台灣媽祖文化之吉祥物創作研究，國立臺灣師範大學美術研究所藝術指導碩士論文。

18、陳清龍 (2008)，台中縣大甲媽祖國際觀光文化節政策執行之研究，靜宜大學管理碩士在職專班碩士論文。

24、張秀琪 (2003)，紀念品購買情境對衝動性購買行為之影響，66。

29、潘儀禎 (2008)，文化創意產業的體驗知覺與紀念品購物態度之探討，亞洲大學國際企業學系碩士班碩士論文，11-12。