恐怖電影海報圖像符號之視覺要素分析

近年來，電影的發展日新月異，從19世紀末至21世紀初，歷經一百多年的發展，現已成為大眾傳媒及娛樂交流的重要工具之一。其中，恐怖電影更是追求視覺感官刺激的電影類型。而業者吸引顧客至電影院觀賞電影的手法，則常有賴於海報設計元素的應用，因此，本研究主要探討恐怖電影海報的視覺設計，與整體圖像設計的運用手法。為達成探討恐怖程度高低差異因素與視覺構成要素規則的研究目的，首先本研究利用網路「電影電視」平台，對2015年至2017年在臺灣上映的恐怖電影海報進行蒐集，以獲得之海報作為研究樣本，並採用集群分析與內容分析，探究海報載體中各圖像符號相似度的情形，藉此資料將電影海報樣本歸納成數種類別，以及統整出視覺設計的構成要素。另一方面，為瞭解影響海報恐怖程度高低的因素，本研究採用問卷調查法挑選恐怖程度高者進行內容分析，整合各層面的視覺構成要素。最後對研究結果作檢證實驗，以印證調查結果與內容分析的實用性。透過各階段的探討與分析得知，恐怖電影海報的編排方式會透過色彩、圖像及文字三大構成要素，完成整體版面的配置，編排方式依照劇情結構中的人物、角色以及場景主題的設定，進而影響整體的主視覺與編排方式；色彩的識別性，主要承襲電影的主題和氛圍，以營造整體恐怖效果的呈現；在人物與角色造形則使用毀容變形或蒼白異膚等效果，並搭配陰森的環境或荒廢的建築等，以營造出恐怖、詭譎的氣氛，讓觀眾得以身歷其境。從海報恐怖程度高低的調查，發現恐怖指數高低並非單一要素可影響的，因此各要素的合併運用，則是製造恐怖效果的關鍵，接續透過檢證實驗，證實本研究之結果具有實用性。最後彙整研究結果，以提供設計相關教學及設計師設計之參考。

關鍵字

恐怖電影；圖像；符號；海報

並列摘要

In recent years, movies are developed and changed rapidly from the end of the 19th century to the beginning of the 21st century; it took more than one hundred year. It is developed into one of the important tools of mass media and entertainment communication, and horror movies are the main types of visual and sensory stimulation movies. However, the ways to attract customers into cinemas by businessmen used often depends on the application of poster design elements. Therefore, the purpose of the study is focus on explore the visual design of horror movie posters and the operational techniques of the whole image design. In order to achieve for explore difference factors of the horror level and the rules of visual feeling elements of the study purpose successfully. First of all, use movies and TV shows of the internet platform to collect the posters of released horror movies in Taiwan from 2015 to 2017, as study samples. And use cluster analysis and content analysis to explore the similarity situation of each image symbol in each poster, and the movie posters are classified to several categories with analysis data, and to collate the component elements of visual design. On the other way, in order to understand the affected factors of poster horror level, this study is use the questionnaires to select high horror level poster to do content analysis, and then to collate the visual component elements of each level. At the end of the study, demonstrate the study results to verify the practicability of questionnaires and content analysis. Through the discussion and analysis of each stage, we understood to the editing ways were used three major elements, include colors, images and words to complete the configuration of the entire design of the horror movie posters. The typesetting way is based on the setting of characters, rules and subject matter in the drama, and further, affect the main visual and editing ways of whole design. For color recognition, mainly based on the subject matter and atmosphere to create and present of overall horrible effect. In the modeling of characters and roles, use the special make-up effects such as injured, abnormal or different color on face and skin, etc. and accompanied by spooky environment and desolate building, in order to create a horrible atmosphere, this allow to customers have the feeling of virtual being there. In accordance with the investigation of different horror poster levels to demonstrate the horror index is not affected by single element. Therefore, the combination and application of each element is the key point of create the horrible effect, and pass though the verified results to demonstrate the effectiveness of the study results. Finally, summarize the comprehensive results to provide the design references for relevant design teaching and designers.