原型意象應用於廣告概念策略設計

Abstract

本研究欲探討原型意象理論應用於廣告設計中的創意發想與符號解讀之功能，借用一般廣告企劃的思考流程，在策略思考的階段導入兩種創作方法，分別是融入原型意象的意義管理系統、以及符號層次理論，因而發展出一套可以幫助設計人員應用於日常個案的創作方法，內容包涵分析情報、發現問題、並且從十二種原型意象中選取適當的定位、從符號層次理論發想溝通策略、選取視覺元素、並決定畫面配置的整套創作法則。

研究者從自身的創作經驗中選取三個個案進行本創作法的實驗。首先在國立政治大學傳播學院碩士在職專班的個案，選取「智者」原型意象，佐以符號層次理論的思考，決定以山水畫的風格與「仁者樂山，智者樂水」的意象概念進行設計。其次在學術交流基金會「到美國學設計」演講宣傳個案，以「創造者」原型意象為定位，結合美國圖像與藝術創作元素加以設計。最後在國立新竹女中形象推廣個案中，以「魔法師」原型意象的「美夢成真」概念出發，選取竹女的少女意象與夢想的諸多元素結合進行創作。

研究者由實驗結果發現本研究的創作方法可以從系統性的思考以及具有學理支持的符號表現與接收方法，幫助設計人員以更省時、更有效率也更精確的方式來發想創意。然而研究者必須自我反思，不同理論的整合在理論立論基礎上的差異所造成的限制，同時也必須提醒參考使用本創作方法的設計人員需注意西方的理論應用在東方情境脈絡上的跨文化層次問題。The objective of this research is to explore the archetype image theory applying in the creation and the function of understanding signs in advertising design. With the general thinking process of advertising plan, the study inducts two kinds of creation methods in the phase of strategic thinking, which respectively are the elemental forms management system of integrating archetype image and the sign level theory. Therefore, this research develops a set of creation methods which could help designers to apply in their daily creation cases. The entire creation principle includes analyzing information, finding problems, selecting the suitable position from 12 kinds of archetype images, thinking the communicate strategy from the sign level theory, selecting visual elements, deciding the layout of elements ,and finishing composition of a creation .

The researcher chooses three cases from his creation experience for the experiment of this creation method. First, the case of graduate institute of college of communication in National Chengchi University selects the archetype image of “The Wise” with the thinking of the sign level theory and designs with the style of a landscape painting and the image concept of “The benevolent appreciates mountain and the wise appreciates water.” Second, in the case of the “Go to USA for art learning” lecture propaganda of Foundation for Scholarly Exchanges, the researcher orientates with the archetype image of “The Creator” and combines with American icons and art creation elements. Finally, in the process of creation of the case of the image propaganda of National Hsinchu Girl’s Senior High School, the researcher applies in the concept of “Dreams will come true” which is the archetype image of “The Magician” and chooses the image of a damsel, dreams combined with many creation elements.

To sum up, the researcher finds that the creation method of this research can much more efficiently and precisely help designers to develop their ideal from the systemic thinking and the signs expressing and receiving methods which could be supported by the theory. However, the researcher must introspect that there is different foundation between different theories, so the difference would produce some limit by integrating theories into one. At the same time, the researcher has to remind the designers who take this creation method for their reference materials about attending to the problem of cross-culture level that is the western theory applying on the oriental context.