電影宣傳設計之表現形式探討與創作-以台北電影節為例

Abstract

本研究透過文獻整理，探討宣傳類型的手法以及電影宣傳於視覺傳達設計中的表現形式。電影宣傳的表現形式千奇百種，隨著電影節的開創，更發展出更多樣化的宣傳設計，包括電影正式上映前的展前展、周邊講座、音樂表演活動、深度訪談導演論壇、舉辦主題市集等等，甚至也發展出許多以噱頭為主的造勢活動。電影宣傳設計的表現手法從單純的圖像文字看板、海報、傳單，到今日廣為利用網路宣傳、策略性的宣傳模式、甚至是以噱頭形式為主的行動藝術，電影宣傳設計不但見證了時代的變遷，亦代表了當代的流行文化。 在台北電影節第十到十四屆之宣傳設計之案例中發現：（1）主視覺設計之表現技法每年循序漸進，從攝影後製、電繪與影像合成到電腦繪圖，並以蝴蝶圖像做為設計元素，表現方式為具象化，所傳達的訊息主要是在建立台北電影節的形象與宣傳該屆的主題城市。（2）文案方面，標語與主視覺的呼應較為薄弱，並且宣傳設計中很難同時傳遞出宣傳台北電影節以及宣傳該屆主題城市兩個訊息。（3）宣傳設計的圖文關係中，以圖片為主，文字為輔的設計最多，圖面構成形式方面則皆有所不同，並且可從宣傳設計之項目中看到時代的流行產物與趨勢。 依前述研究結果創作以台北為主題城市之系列宣傳設計，主視覺沿襲台北電影節之傳統，使用蝴蝶形象為元素，表現技法為電腦繪圖，並仿造了印章紋理，增加了主視覺的質感，在宣傳海報部分，將形象海報與活動海報清楚劃分，使之具有不同的功能與意義，商品設計與APP概念設計能增進宣傳效益，在創作過程中發現，要在一個宣傳設計中不只傳達一個概念是較為困難的，宣傳設計除了要有好的視覺呈現，能傳達出宣傳內容並使觀者印象深刻是最為重要的，而如何能做出引人注目、創新且具功用的宣傳設計，設計創作者需加以深思。In this study, the film propagating strategy and expression of visual design are investigated through literature research. The film propaganda is with a variety of expressing forms; as more film festivals have been held, it results in diverse propagating design, including pre-exhibitions of premiere, periphery forums, music performances, Director in-depth interview forums, theme markets and even gimmick activities. We can see that the expressing techniques of film propaganda transform from billboards, posters and leaflets to internet propagating, strategic propagations and gimmick action arts. The design of film propaganda not only witnesses the change of times, but represents the contemporary popular culture. In between 10th to 15th Taipei Film Festival, one can observe that: (1) Main visuals were designed by computer graphics. All main visuals design elements included butterfly icon and were expressed specifically to correlate Taipei Film Festival and each theme city. (2) As for copywriting, the slogans had relative weak connection to main visuals and it could hardly propagate Taipei Film Festival and theme city simultaneously. (3) In design graph-text relation, graphics took the major part but the configurations varied. One series of propaganda design assuming Taipei as the theme city were conducted according to the as-stated research outcome. During the creating procedure, one can realize that it is harder to convey more than one concept in a time. Furthermore, not only good visual expressions matter, the most important part of propaganda is to deliver impressive contents. As a result, it is worth considering for every designer to come up with stunning, creative and practical propaganda designs.