言辭反諷運用於COVID-19議題之新浪潮風格海報創作研究
Abstract
2019年，中國大陸湖北省武漢市發現多起病毒性肺炎群聚感染，世界衛生組織將造成武漢地區肺炎疫情的新型冠狀病毒命名為2019新型冠狀病毒（COVID-19）。隨著時間的進展，全球疫情不斷升溫，人人自危，產生了許多特殊的社會現象。本研究探討言辭反諷法在海報設計上更多的形式表現可能，梳理思維脈絡與內容意涵，運用於嚴重特殊傳染性肺炎（COVID-19）議題上，透過創作彰顯海報設計的意義與價值。在研究方法部分，藉由文獻研究，歸納反諷法的分類、解讀與應用，並將美國加州新浪潮平面設計運動之代表設計師作品的表現手法做統整；案例分析的取樣標準，來自於言辭反諷相關海報之得獎作品：以2013年至2019年臺灣國際平面設計獎和2010年至2019年IDC設計戰國策-台灣學生參加國際競賽，進行採樣，分析海報設計在標題文案與視覺圖像使用的諷刺技巧，得知一、言辭反諷應用於海報設計時，因強調正話反說，必須使觀者在觀賞海報時能夠清楚解讀出背後的意義而選擇設計強烈的標題；二、海報上常見的標題文案諷刺技巧多應用「隱嘲」手法進行創作；視覺圖像則是以「比擬」諷刺技巧為多數。因此本研究利用言辭反諷標題配合「比擬」的視覺圖像諷刺技巧表現手法並結合新浪潮平面設計運動風格，創作出與嚴重特殊傳染性肺炎（COVID-19）有關之議題；分類成「政治」、「民生」、「經濟」三大主題，共計15張系列海報，並運用動物的特性隱喻主題的意涵，為觀者帶來新的視覺刺激，進而反思，達到海報傳達的效果。經由創作研究後，獲致結論有三：一、海報文案以「隱嘲」諷刺技巧配合視覺圖像「比擬」有利於議題的闡述；二、觀者的自身經驗決定言辭反諷海報分析解讀的難易度；三、新浪潮平面設計運動與言辭反諷結合產生新的視覺刺激。
In 2019, multiple cluster infection of viral pneumonia were found in Wuhan,China. The World Health Organization named the new type of coronavirus that caused the Wuhan pneumonia epidemic as 2019 Novel Coronavirus (COVID-19). As time passes, the global epidemic continues to rise, and the danger has caused many special social phenomena. This study discusses the possibility of more formal expressions of verbal irony in poster design, organizes the thoughts and content meaning, applies it to the issue of COVID-19, and demonstrates the significance and value of poster design by creation. In the research method section, by doucument analysis, we discuss the classification, interpretation and application of irony, and integrate the works' technique of expression which were created by the representative desginers of the New Wave Typography. The sampling standard of the case analysis method is the winning works related to irony posters which are sampled from 2013 to 2019 Taiwan International Graphic Design Award and 2010 to 2019 International Design Compeition. After analyzing the irony techniques used in the title copy and visual images of poster design, we know that:1.When verbal irony is applied to poster design, because it emphasizes that telling the truth on the contrary, they choose to have a intense title so that the viewers must be able to clearly interpret the real meaning about the posters. 2.The common irony technique of title copy used on posters is "subtle ridicule".;of visual images used on posters is "analogy". Therefore, this study uses verbal irony title with analogy combined with New Wave Typography to create issues related to Severe Pneumonia with Novel Pathogens (COVID-19), which are classified into "Politics", "People's livehood", and "Economy", a total of 15 series of posters. And using characteristics of animals which are the metaphor of themes' meanings, to bring new visual stimulation to the viewers, make them reflect themselves to achieve the purpose of poster creation. After the study on creation, there are three conclusions:1.The poster's copy using the "subtle ridicule" satire technique with visual images "analogy" is beneficial to the elaboration of the issue. 2.The viewers' own experiences determine the difficulty of the interpretation of the verbal irony posters. 3.New Wave Typography combined with verbal irony produces new visual stimulation.
In 2019, multiple cluster infection of viral pneumonia were found in Wuhan,China. The World Health Organization named the new type of coronavirus that caused the Wuhan pneumonia epidemic as 2019 Novel Coronavirus (COVID-19). As time passes, the global epidemic continues to rise, and the danger has caused many special social phenomena. This study discusses the possibility of more formal expressions of verbal irony in poster design, organizes the thoughts and content meaning, applies it to the issue of COVID-19, and demonstrates the significance and value of poster design by creation. In the research method section, by doucument analysis, we discuss the classification, interpretation and application of irony, and integrate the works' technique of expression which were created by the representative desginers of the New Wave Typography. The sampling standard of the case analysis method is the winning works related to irony posters which are sampled from 2013 to 2019 Taiwan International Graphic Design Award and 2010 to 2019 International Design Compeition. After analyzing the irony techniques used in the title copy and visual images of poster design, we know that:1.When verbal irony is applied to poster design, because it emphasizes that telling the truth on the contrary, they choose to have a intense title so that the viewers must be able to clearly interpret the real meaning about the posters. 2.The common irony technique of title copy used on posters is "subtle ridicule".;of visual images used on posters is "analogy". Therefore, this study uses verbal irony title with analogy combined with New Wave Typography to create issues related to Severe Pneumonia with Novel Pathogens (COVID-19), which are classified into "Politics", "People's livehood", and "Economy", a total of 15 series of posters. And using characteristics of animals which are the metaphor of themes' meanings, to bring new visual stimulation to the viewers, make them reflect themselves to achieve the purpose of poster creation. After the study on creation, there are three conclusions:1.The poster's copy using the "subtle ridicule" satire technique with visual images "analogy" is beneficial to the elaboration of the issue. 2.The viewers' own experiences determine the difficulty of the interpretation of the verbal irony posters. 3.New Wave Typography combined with verbal irony produces new visual stimulation.
Description
Keywords
反諷修辭, 新冠肺炎, COVID-19, 新浪潮平面設計運動, irony, novel coronavirus, COVID-19, new wave typography