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題名 | 平面廣告的性隱喻圖形探討=Image Research of Sexual Metaphors in Print Advertisement |
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作者 | 張慧敏; 李杉峯; | 書刊名 | 商業設計學報 |
卷期 | 10 民95.11 |
頁次 | 頁179-193 |
分類號 | 497.01317 |
關鍵詞 | 圓形; 性隱喻; 平面廣告; Image; Sexual metaphors; Print advertisement; |
語文 | 中文(Chinese) |
中文摘要 | 在現代社會中,藉「性」發揮的廣告俯拾即是,貼在店門上的宣傳海報、路邊牆面上的電子看板、手上剛拿到廣告傳單、家中的電視節目等,都可見到其蹤跡。具性暗示的平面廣告,極易引起消費大眾的注目性與記憶性,並帶來視覺快感、增加話題性,因此無論產品的屬性為何,以性為發想的廣告多如繁星。本研究主要在分析性隱喻平面廣告中(1)版面構成之共通性,共分析出六點為:排版力求簡單明瞭、圖像比文案更重要、圖像具有故事性、圖像具有象徵性、廣告的主題醒目、易於閱讀。(2)圖形分類與解析,以「隱」和「喻」為分類的兩大項目,其下再分細項,並探討細項中所使用表現手法。(3)構成元素之象徵性,分別以男性性器、女性性器、女性乳房、性行為等四類為主要象徵對象之分析,並佐對以收羅而來的性隱喻平面廣告。另歸納出使用性隱喻手法之優、缺點,提供使用者能多加注意,並做為設計者在實務中的參考。 |
英文摘要 | In modern societies, advertisements containing sexual metaphors are widely visible in our daily life. Posters on the doors of stores, electronic billboards on street walls, flyers distributed to pedestrians and entertaining TV shows all expose such contents to the public. These advertisements generally catch customers' attention easily and leave an imprint in their minds. They provide visual stimulation and sometimes become "hot topics" in discussions and conversations. As a result, sex becomes the center and the origin of many advertisements, regardless of the natures of the products. This research focuses on the analysis of sexual metaphors in print advertisements. 1) With respect to layout, six common features can be outlined: concise and clear layout, graphical emphasis over verbal expression, plot lines via graphics, symbolic graphics, and eye-catching topics. 2) Graphics can be classified as imagination inducing and sexually analogous. 3) The symbolism of the elements are analyzed in four categories: male genitals, female genitals, female breasts, and sexual behaviors. In addition, the positive and negative aspects regarding the usage of sexual metaphors in advertising are discussed, providing a reference for designers in practice. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。