「意識形態風格」 之台北市形象廣告設計創作研究

Research and Creative Design for Taipei image advertising： The“Ideology Style”

林政緯(Zheng-Wei Lin)

指導教授 ： 何清輝 ； 林俊良

國立臺灣師範大學/藝術學院/美術學系/碩士(2010年)

摘要

本論文以符號學的角度來探索中興百貨平面廣告在視覺設計上的運。針對視覺符號與象徵意義的關係，運用符號學分析與平面廣告設計研究等理論加以系統性地探討。企圖整理出中興百貨平面廣告上的符號運用，以建構出具有中興百貨意識形態風格的符號元素為何？並根據分析結果進行創作試驗。
本論文研究內容主要分為兩大部分，第一部分：試圖從符號學的角，了解視覺符號對消費者的影響，以及意識形態觀念與平面廣告表現之應用。同時以中興百貨平面廣告為文本，分析其視覺符號運用，來探索何為中興百貨意識形態風格的設計元素。第二部分：根據以上分析結果進行創作試驗，針對台北市都市文化，結合中興百貨意識形態風格平面廣告符號的表現手法，作為城市推廣海報創作核心的概。
經由第一部分的作品分析，可得知中興百貨平面廣告在視覺符號上的使用，具有規範性與一致性。例如在圖像符碼的選擇上，常採用二元對立的形式；色彩的氛圍營造，也選用單色調或對比強烈的效果，營造懷舊文學或戲劇舞台的感染力；文字編排上，則是以圖像化的手，將其配置在畫面的邊緣地帶。整體上視覺圖像與文案的搭配能達到共鳴，雖然皆具有模糊性與不確定性的意涵，但正符合其文案所主張的意識形態風格，先吸引注目性，再使觀者能在觀看同時，去深入思考背後的涵義。因此筆者在本次創作中，將符號學文獻探討心得結合中興百貨平面廣告案例分析結果作為創作基礎，以台北市文化局為廣告對象，採取「食衣住行育樂」六大生活型態為主題，發展系列海報推廣台北市形象，藉此驗證符合本研究宗旨之設計作品。

關鍵字

符號學 ； 平面設計 ； 平面廣告

並列摘要

In this research, we used the semiology to discuss the performance of print advertisement with visual design in Sunrise Department store. The research is aimed at the relationship between visual symbol and its meaning. Besides, we apply the analysis of semiology and the research of print advertisement design to confer this issue. We also liked to figure out the application of the print advertisement in Sunrise Department store to construct its ideology style. We based on this result to proceed with the examination.
There are two main parts of this research: (1) we attempt to use the semiology to understand the effects of visual symbol to consumers and the application of ideology and print advertisement. In the meanwhile, we took the print advertisement of Sunrise Department Store as example to analysis the application of the visual symbol and discuss what the design element is of the ideology style in Sunrise Department Store. (2) Based on the result of the first part, we analysis it and proceed examination. According to the culture of Taipei city and the method the Sunrise Department Store performing the ideology style with print advertisement symbol, we took it as the core concept of the city promotion poster.
　　Through the analysis of the works in first part, we can find out that there are regulatory and consistence of the usage of visual symbol in print advertisement of Sunrise Department Store. For example, we often choose the duality style of image symbols; we usually use self-color or the strong conflict to contribute the old-school atmosphere; we use the image method to arrange the characters on the edge of a scene. Even it is indistinct and uncontained, but still cause resonance on general visual image and article and fix with the ideology style presented by the article. It will attract attention and let the people to rethink the meaning deeply. Therefore, we combine the semiology reference and the print advertisement cases as our creative basement. We took The “Taipei City Department of Cultural Affairs” as our advertising target and make the six parts of our life style, such as food, clothing, housing, transportation, education and entertainment as our main theme. Based on this, we developed the posters to promote the image of Taipei city to verify the design works which fit out research subject.

並列關鍵字

Semiology ； Graphic Design ； Print Advertisement

參考文獻

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