素戰素覺–素食圖像創作之訴求策略與符號應用

Vegetarian’s fight and consciousness: The Appeal Strategy and semiotic Application of Vegetarian Graphics.

柯淳蜜(Chun-Mi Ko)

指導教授 ： 王桂沰

朝陽科技大學/設計學院/工業設計系/碩士(2015年)

摘要

素食人口近年來不斷的攀升，漸漸成為社會上一股新勢力，進而點出長久以來隱藏於檯面下的動物議題。本創作研究以「素戰素覺」的命名做為整篇創作的主軸，說明這是一場素食者的戰爭，葷食者的覺醒之役，以最終的創作內容來引發觀者更深層的思考，達到「覺醒」之目的。東西方文化對於素食的採用行為極為不同，東方以傳統宗教上的齋戒觀為影響主因，而西方則是以動物保護、環境保護與健康為切入角度，兩者截然不同的素食文化所形成因素，進而影響素食議題的圖像表現，東方多以正面訴求作為出發，常以蔬果的圖像符號傳遞健康等概念，並搭以綠色的色彩符號象徵美好與健康；而西方則多以負面訴求，以動物作為創作的主題，且常出現雞、餐具等圖像符號，而色彩符號多以紅色象徵血腥暴力、黑色象徵死亡與恐懼。綜合東西方圖像案例後，歸納出三大常用的訴求策略：恐怖訴求、幽默訴求、故事訴求，因而作為本篇創作的依據。透過創作的實驗，並輔以視覺符號來檢驗，篩選出最能表現三大訴求的創作媒材與類型，逐步規劃出最適宜的創作圖像，並延伸出創作相關的圖像應用，以期觀者能透過本創作的作品，引發對於素食議題的關注與思考。

關鍵字

符號 ； 訴求策略 ； 素食圖像 ； 素食 ； 符號學

並列摘要

The populations of vegetarian have been rising for the pass few years and becoming a new influence. Therefore, the animal issue is no more under the table. The topic of this research names “Vegetarian’s fight and Consciousness” which means a war between vegetarians and meat eaters. The final work will trigger the thinking and awakening of this argument in depth. The primary reason of why people adopt vegetarian foods is entirely different from Eastern and Western cultures. In the east, the traditional religious regulations are the main consideration, yet, in the west, animal and environmental protection and health keeping are the major consideration, thus result in a distinct graphic performance of vegetarian topics. The positive appeal is often conducted in the east; people use the images of vegetables and fruits to transmit the healthy concept and employ the green color sign to represent its beauty. In the west, designers often use negative appeal to show the slaughters of animals. The graphic signs usually used are chickens and tableware, and the color signs are red and black to symbolize the bloodshed, the violence and the death. This project is created with three common appeals, fear appeal, humor appeal and story appeal, derived from the cases of Eastern and Western culture. Consequently, on the experiment with the aid of visual signs, this research screened out the creative medium and and developed the most suitable creative images and extended to the graphic application designs. This study is expected to lead people to think and care about the vegetarian issues.

並列關鍵字

Symbol ； Appeal Strategy ； Vegetarian Graphics ； Vegetable ； Semiotics

參考文獻

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