臺灣平安符的文化創意設計－以媽祖平安符為例

The Research on the Design of Taiwan Matsu Amulet

李夏馨(Hsia-Hsin Li) ； 卓聖格(Shen-Ko Cho)

《輔仁大學藝術學報》 2期 (2013/07) Pp. 69-87

摘要

媽祖遶境活動代代相傳至今，透過電子媒體宣傳、民眾熱情參與，可以說是台灣每年最盛大宗教文化活動。政府更將其指定為國家重要民俗，在政府積極推動文化創意產業的政策下，活用傳統文化元素結合設計創意，開發出許多相關文創商品帶動週邊商機，每年均為臺灣帶來巨大國際宣傳效益。在活動期間，不僅參與活動的信徒會佩戴媽祖平安符，許多本地或外國的觀光客也會購買媽祖平安符自用，或當伴手禮致贈親朋好友，這些平安符有傳統的，也有加入現代設計創意的文創商品。此外，由平安符視覺意象所發展出來的各種設計產品亦琳瑯滿目，為平安符文化創意設計帶來無限商機，頗具研究價值和空間。本研究以臺灣人民最重要的信仰之一－媽祖為例，以田野調查法為主，主要樣本以實際走訪台灣各地媽祖廟進行收集，或透過親友代為收集，部分透過信函等，由廟方動提供。先就傳統媽祖平安符進行設計分析，進一步探其視覺設計元素如何結合現代設計創意，為臺灣平安符文化創意設計進行完整研究並提出具體而可行的建議。研究結果顯示，臺灣平安符文化極具特色，是臺灣文化創意設計產業值得關注的一塊，不僅在設計上極具發展空間，亦潛藏無限商機。

關鍵字

媽祖信仰 ； 平安符 ； 文化創意設計

並列摘要

The Matsu holy pilgrimage has been passed down for several generations, and it is probably the most important annual religious festival in Taiwan. Government assigned it as one of the National crucial folklore, and actively enforced the policy of the cultural and creative industry. Many relative products are designed by adding the element of traditional culture, as a result, pushing the subsidiary business forward and bringing international propagandizing effect for Taiwan. During the parade, there are not only followers, but also foreigners or tourists would wear the Matsu's amulets. They may also buy the amulets as gifts for their friends or relatives. Besides, there are many other designed products developed on the basis of the visual image of the amulets, which bring the giant business for the cultural and creative industry of amulet. Therefore, it is worth our while to study it.Our research is mainly conducted with one of the most important belief of Taiwan-Matsu. First, we analyze the design of the amulet of Matsu. Then we investigate how to combine the element of its visual design with the creative modern culture. Finally, we provide some concrete and practical suggestions for the creative design of the culture of Taiwan's amulet.

並列關鍵字

Matsu belief ； amulet ； the cultural creativity industry