禁菸海報視覺圖像研究

A Study about Visual Images on “NO Smoking Poster”

楊景勝(Jing-sheng Yang)

指導教授 ： 張栢烟

台南應用科技大學/設計學院/視覺傳達設計系碩士班/碩士(2013年)

https://doi.org/10.6821/TUT.2013.00048

摘要

人為什麼要吸菸？吸菸與肺癌有相當關聯，醫學研究指出吸菸是罹患肺癌的主要原因。吸菸的危害不但傷害個人身體健康，也會影響他人的生活環境，可謂百害而無一利。近年國內吸菸年齡層逐年下降，女性婦人吸菸族群也日漸增多，政府單位也積極推廣戒菸活動資訊，如戒菸就贏活動或無菸生活設計大賞比賽活動，禁菸海報圖像作品張貼宣導等。海報視覺圖像對人們影響是最為直接的傳播媒介，透過海報視覺圖像符號來傳達戒菸的訊息，促使社會大眾與年輕族群對菸害防治的重要性，提升國民身心健康的觀念，主張預防保健重於治療。
　　本研究主題研究方法採質性分析方式，收集國內政府單位與社會福利團體發行共告之禁菸海報作品為研究樣本，分析海報視覺符號，瞭解海報視覺圖像的表現與符號形式，結果發現：（一）符號直接在畫面中心表現人體器官受到菸害威脅、香菸圖像直接揭示吸菸帶來的健康問題，影響人類的健康導致相關的疾病及死亡危險性的增加，說明禁菸海報視覺圖像為各種圖像主題之符號具與各種代表意涵之符號義相結合。（二）符號議題類型表現多集中在「肺部器官」、「香菸」議題上，因此，以表現關於吸菸造成人體危害的元素媒材多元，例如皮膚、眼睛、耳部、口腔、生殖器官等。（三）圖像造形表現以形式相似的圖形組合成一個畫面，構成一種強烈的視覺圖像；藉由兩者之間的外框造型符合連結共用，直接表達海報畫面造形主題的符號內容義涵。本研究期待透過這樣的視覺圖像探討，能提供後續研究與相關創意論點之參考。

關鍵字

公益海報；禁菸；視覺圖像；符號學

並列摘要

Why do people smoke? Smoking was quite associated with lung cancer. Medical research indicated that smoking was the main cause of suffering lung cancer. The dangers of smoking not only hurt individual health, but also affected the lives and the environment of others. This could be detrimental rather than beneficial.
　　In recent years, the age of smoking was declining gradually, and female smoking population was also increasing. The government actively promoted smoking cessation activity and information, such as quitting smoking or non-smoking life to win the design award competitions, the work of non-smoking poster image to post, to advocate, and so on. The impact of poster images was the most direct media to human beings. To convey messages regarding quitting smoke through visual images and symbols of posters made the public or the young put focus on it. Moreover, it could enhance the concept of citizen’s health and claimed that prevention was better than cure.
　　The methodology in this research was qualitative analysis, to collect our government units and social welfare organizations to announce the issues of non-smoking posters as research samples, to analyze the visual symbols from posters, to understand the performance and the form of visual images and symbols. The research findings were the following.
　　First, the symbol in the center of the screen presented that human organs were directly threatened by tobacco, and the image of cigarette directly revealed the health problems from smoking. It affected human health which caused relevant diseases and increased the risk of death. It indicated that non-smoking visual images’ meanings from posters were combined with each theme of the symbol with a variety of images and symbolic meaning. Second, the types of theme symbols put emphasis on the issues of "lung", and the "cigarette", thereby, to show the multi-elements which were harmful to human’s body on smoking, such as the skin, eyes, ears, mouth, and genitals, etc. Third, Images conveyed by a similar form of graphics combined into one screen, and constituted a strong visual image. By the outline shapes of the link between the two directly expressed the symbolic content meanings of the poster screen. In this study, the researcher expected to investigate and explore these visual images that could provide a reference for the future studies and related follow-up studies.

並列關鍵字

Charity Posters；No Smoking； Visual Images； Semiotics

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