臺灣春節海報設計之創作研究

農曆春節為臺灣最具代表性的民俗慶典活動之一，以過年期間最為濃厚，含有辭舊迎新之意，被視為一年中最重要的節日。過年期間，民間遵行多項習俗。在春節前夕，家家戶戶做年糕(年糕含有「步步高升」之意)；小年夜當天，每家每戶都會貼上「春聯」，藉以敬神祈福，有吉祥討喜之意。除夕夜闔家會一起「圍爐」吃年夜飯，有幾樣菜是必吃的，如「橘子」代表吉利、「魚」代表年年有餘、「糖果盤」意味著吃甜甜，好過年。年夜飯後，長輩會發給晚輩紅包(即壓歲錢)，有互討吉利、祈求平安的意思。家家戶戶燃放鞭炮歡慶新年到來，含有對過去一年的感懷及對未來一年新的期望。本創作以春節的習俗為題材之系列海報設計，期待能夠達到此海報創作的反省與檢討，並以了解文化意涵的作品，創作表現傳達春節文化。本創作論述海報設計以包含文字、動物、食物、器物、人物等主題的元素，再以文字與圖像結合的造形手法構成海報意象。藉由符號學理論分析法，以索緒爾的符號-分為符號具和符號義兩層次，詮釋春節文化中的圖像意義與象徵意涵，分析表現手法與春節相關作品，歸納出春節習俗活動本身符號具的辨識，富有吉祥的意涵與象徵的關係，進而將海報的表現手法符合主題的連結，使得畫面富趣味性，希望傳達的內容，讓大眾對於整體的觀點更暸解，並增加情感、回憶，亦能持續文化內涵與傳承。

關鍵字

春節；符號學；海報設計

並列摘要

The spring festival of the lunar calendar is the most representative folk custom celebrations of Taiwan. The atmosphere of the spring festival is rich in the new year period, including the meaning of the elimination of old for the new, is the most important holiday. In the period of the new year’s celebration, the people follows many customs. In the spring festival eve, every family makes the lunar new year’s cake (lunar new year’s cake, including “makes steady progress” meaning); in the lunar year evening, each and every family can paste on “the spring festival couplets”, to salute the gods so as to pray, so as to ask for happy propitiously meaning. In the new lunar year's eve, the whole family can “sit around the stove” for the new year’s dinner, some dishs are indispensables, like “the orange” represents propitious, and “the fish” means surplus for every years, and “the candy tray” express to eating sweets for the new year. After the new year dinner, the elder will issue the younger generation the red package (new year's money), to mutually asks for auspicious, means to the hope safe. Each and every family will set off the firecrackers to joyfully celebrate the new year’s arrive, means the recollections of the past year and expectation of the new future of year. This series of poster design with the customs of the Spring Festival as the theme is expected to achieve reflection and review of the creation of this poster, and to express the culture of the Spring Festival with works that understand the cultural meaning. This creation discusses the poster design to include elements of themes such as text, animals, food, utensils, and people, and then use the combination of text and image to form the poster image. By means of semiotic theoretical analysis, Saussure’s symbol-divided into two levels of symbol and meaning, interprets the image meaning and symbolic meaning in the Spring Festival culture, analyzes the expression techniques and works related to the Spring Festival, and summarizes the Spring Festival customs The identification of the symbols of the event itself, the rich auspicious meaning and the relationship between the symbols, and the poster’s expression technique in line with the theme’s connection, making the picture interesting and the content hoped to convey, so that the public can better understand the overall point of view and increase Emotions and memories can also sustain cultural connotation and inheritance.