非慣性視覺之平面廣告表現應用與研究

Abstract

平面廣告的演進，隨著時代的變遷與大環境的影響，不但風格形式趨向多元與獨特性，其中最引人注目並造成話題的，往往是挑戰消費者慣常視覺經驗與認知的廣告表現。本論文的主要研究與創作目的是企圖系統性的歸納出「非慣性視覺」之特徵與原則，並探討其實際作為平面廣告設計上的應用與價值性，以追求創新性、創意性的廣告表現，提供給廣告創意人一個可發展的創意思考角度與執行手法。 本創作研究運用質性研究中的「內容分析法」與「文本分析法」，從視知覺心理學的角度出發，探討超現實主義、錯視手法、歐普藝術、立體主義、抽象表現主義、符號學與廣告學的理論，解析各學說中具非慣性視覺的特徵與風格，以KJ法歸納整理成八大類非慣性視覺表現的手法。並蒐集國內外平面廣告實例印證，最後實際運用非慣性視覺創作法則於平面廣告創作上。 本研究歸結出以下幾項結論： (一)非慣性視覺取決於不同的視覺元素如何和諧共存、巧妙運用。即使視覺產生的不對稱、不對比的刺激感與不安定性效果，也能因完形心理，在觀者心理自動產生抗衡力量，在知覺上達到視覺平衡，馬上形成心理共感的認同。 (二)從廣告實例的蒐集與分析，可歸結出非慣性視覺主要可分為造形、視覺與心理三大方向。並依技法與特徵，再分為形像特徵轉變、比例大小反差、異物融合變異、多視點透視、矛盾巧合錯視、變動的幻視、物像類比暗喻、符碼圖像化等八大創作法則。創造非合理性的視覺顛覆經驗，才得以吸引觀者注目。 (三)透過非慣性視覺的創作法則實際應用於平面廣告創作上，發現不同表現形式均能呈現獨立個性與風格，另可交互運用達到加乘效果。非慣性視覺表現的重點不在玩弄欺騙視覺的花俏技法，而在展現廣告創意與視覺的層次與深度，觸發觀者共鳴感動的思考與理解，這才是真正的價值意義。With changing of times and influences of the macro environment, Print advertisement is evolving towards diversity and distinctiveness in styles and forms, among which the most eye-catching and sensational advertising presentation tends to challenge what consumers conventionally perceive from their visual experiences. This study attempts to systematically summarize the characteristics and principles of “unconventional visual” and investigate its practical applications and values to Print advertisement design so that innovative and creative advertising presentation can be pursued to provide advertisement creators with developable techniques for creative thinking and practices. This study employs the techniques of “content analysis” and “text analysis” in qualitative research to investigate theories concerning surrealism, visual illusions, optical art, cubism, abstract expressionism, semiotics and advertising from the perspective of visual perception. This study also interprets the characteristics and styles of unconventional visual in relevant theories, sums up 8 techniques in the presentation of unconventional visual using the K-J Method, collects domestic and foreign Print advertisement cases, and finally applies the creation rules of unconventional visual to Print advertisement. This study concludes as follows: (1)Unconventional visual is predicated on how different visual elements co-exist harmonically and cleverly used. Even though the visual can produce stimulation from asymmetry and non-contrast and a sense of instability, viewers, owing to the Gestalt psychology, can still automatically produce a counterbalance in their minds and strike a perceptional balance to form a psychological sense of identification immediately. (2)By collecting and analyzing real advertisements, we can conclude that unconventional visual can be divided into shaping, visual sense and mental effects. Meanwhile, 8 creation rules including the “transformation of image features,” “contrast of size ratios,” “integration and variation of foreign bodies,” “multiple view perspectives,” “contradictions and coincidences in visual illusions,” “vision changes and visual hallucinations,” “image analogies and metaphors,” and “graphical symbols” can be further derived based on the techniques and characteristics of advertising. Only when non-rational visual subversion experiences are created can viewers be attracted. (3)By applying the creation rules of unconventional visual to Print advertisement, we may find that different forms of presentation can have their own unique traits and styles. On the other hand, multiple creation rules can be implemented simultaneously to obtain synergistic effects. The presentation of unconventional visual does not focus on fancy techniques of visual deception, but emphasizes the demonstration of visual layers and depth in advertising creativity to trigger resonance of viewers so that the valuable meaning of advertising is truly and understood.