書法在當代海報設計之象徵研究

海報是視覺語言的最高創造力，其中常見各種設計表現手法，例如隱喻、換喻、象徵、擬人、反諷、矛盾…等，其中以象徵的表現方法易於了解、傳達訊息，常使用於海報設計中。而書法是中華文化的象徵，近年來因經濟與文化的影響，廣泛地應用於設計領域，藉由書法的應用於海報設計中，探討象徵的本質與形式。本研究採用文本分析，首先從文獻中探討象徵的定義和內部結構；其次是書法線的元素結構與內容；第三，以文本分析進行海報案例的分析研究，以格雷馬斯的符號矩陣來探索書法與象徵這兩個客體與分辨兩個客體間的關係。書法應用於海報設計中，可發現是對書法符號意象的模仿，為表達面的相似性原型象徵，是為異質同構。最後，本研究期望經由象徵與書法的探討，能探索出象徵符號意義的置換方程式。

關鍵字

象徵；書法；海報設計

並列摘要

Poster is the highest creation of visual languages, which includes a variety of techniques to present, such as metaphor, metonymy, symbol, personification, metonymy, irony, contradiction, allusion, etc. Among which, the symbolic expression technique is easiest to understand and convey messages, and thus are often used in poster design. Calligraphy, a symbol of Chinese culture, is widely used in design area due to the effect of economy and culture in recent years. By using Calligraphy in poster design, we can explore the substance and form of symbol. In this study, we use text analysis. First, we define the symbols and understand the internal structure of symbolic. Second we explore the structure and content of the element line in Calligraphy. Third, In this study, Greimas calligraphy symbols and symbolic matrix to explore the two objects and identify the relationship between two objects, the use of ”confrontation” and ”internal structural organization” concept, the establishment of the basic structure of meaning. Calligraphy used in poster design, you can find is an imitation of calligraphy symbol image, to express the similarity of the prototype face symbol for isomorphism. Last but not least, in this study, we expect to figure out the permutation formula of the meaning of symbols through exploring symbol and Calligraphy.