平面廣告設計其視覺符號解讀之研究

隨時代趨勢演進，大眾傳播媒體呈現多樣面貌。故傳統的平面廣告除訊息傳達外，更需獨特創意與設計，帶來良好的符號意涵與故事性，才能吸引消費者目光，加深商品印象，刺激購買慾，達到廣告宣傳效果，從而建立商品良好的品牌形象。本研究以微軟史塔克光學滑鼠廣告設計比賽入選20件作品爲例，探討其所運用的符號，採內容分析法、KJ法及索緒爾(Saussure)符號學理論加以分析，結果發現：(1)滑鼠原形符號被使用20次，故爲明確傳達所宣傳的商品，產品圖像需清楚展現。(2)滑鼠設計重點流線形也是常表達的符號，藉此宣傳出產品的機能特色。(3)除滑鼠原形外，作品依設計主題概念不同，符號組構隨之不同。(4)毗鄰軸(Syntagm)的符號意義，多配合標語與產品外觀聯想組合而成。(5)入選作品都統一的傳達對產品深入的渴望與追求。(6)部份作品傳達概念，傾向主觀認知，可能需配合作品理念才能深入了解，較不能直接解讀。本研究期待透過這樣的個案探討，提供後續相關教學與研究之參考。

關鍵字

平面廣告；符號學；視覺符號

並列摘要

Mass medium has become multiple features since fashion has changed. Traditional plane advertisement conveys message only, but building good brand images to stimulate consumers' desire to purchase is necessary for effective advertising. Therefore, products should be designed specifically and creatively for consumers to be impressive by the meaning of symbols and stories. The samples of the study were twenty pieces from advertisement design contest of Microsoft optical mouse by Starck. The study used the content analysis, KJ methods, semiology theory of Ferdinand de Saussure analysis to explore their symbol usages. The results were as following. (1) The product image needed displaying clearly to advertise the product explicitly because the original forms of mice are used twenty times. (2) One of the main points to design mice was in a streamline shape to advertise the function feature. (3) Expect the original forms of mice, the symbol organization changed along with the design themes. (4) The symbol meaning of the border sticks were usually in coordination with slogans and the looks. (5) Selected work conveyed the deep desire and seeding for the products. (6) Parts of the work were too subjective to be understood directly. An extra description of creativity background was needed. It is hoped that our study would provide related reference for teaching and research through those case studies.

並列關鍵字

Advertising design ； Semiotics ； Visual Symbols

國際替代計量

平面廣告設計其視覺符號解讀之研究

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