概念混成理論因為其強大的解釋能力能夠剖析各種事物,像是語言或是廣告等,是認知語言學裡最具影響力的理論之一,但現今較少使用概念混成理論解析產品設計商品,故本研究使用概念混成理論對現今的隱喻性文化創意商品進行分析。 本研究將文化創意商品的隱喻目標物與來源物,拆解為三大項進行分析:(1)產品結構關係、(2)行為與動作、(3)情緒與精神象徵,藉此分類文創商品為概念混成理論的何種類型。概念混成理論分為四種類型:(1)簡單型、(2)鏡像型、(3)單域型、(4)雙域型,並用問卷調查,請受測者評估隱喻目標物與來源物的創意點子與設計成果之匹配的適當度,依照下列三類評估:(1)結構關係、(2)行為與動作、(3)情緒與精神象徵,另外也評估隱喻目標物與來源物之匹配創新性,藉此觀察其混成理論的類型是否與隱喻性和創新性有所相關。 研究發現目前文創商品使用的概念混成手法類型,大多為鏡像型和單域型。而創新度最高評價的則為雙域型。其中就產品創新度則和產品的「隱喻結構關係」和「情緒與精神象徵」有較高的關係存在,故想提高隱喻匹配創新度可針對此兩項作為設計重點。
Conceptual blending theory has strong explanatory ability to parse various things, such as language or advertising. Therefore, it is one of the most influential theories of cognitive linguistics. However, conceptual blending theory is less popular to analyze design products in these days. This study will use conceptual blending theory to analyze the metaphor of cultural and creative product. In order to classify the culture and creative product for the type of concept blending theory, this study will divide the metaphor target and source objects of culture and creative product into three categories to conduct the analysis :(1) the product structure relationship (2) the product function and behavior (3) the product meaning and feeling. Conceptual blending theory is divided into four type: ((1) simplex (2) mirror (3) one-scope (4) double scope. Using questionnaire to evaluate the degree of appropriate for the metaphor target and the creative ideas and design result of the source object. And based on the following categories to conduct the assessment: (1) the structure relationship (2) the product function and behavior (3) the product meaning and feeling. Furthermore, this study will evaluate the innovation of the metaphor target and the source object in order to understand the relationship between the type of conceptual blending theory and the metaphorical and innovative.