碩士 / 雲林科技大學 / 視覺傳達設計系碩士班 / 96 / The auspicious icons originated from human’s pursuance of ideal life. As era goes by, these auspicious icons have been of great artistic value. Visual arts design is one of the most important ways to enhance our living quality in nowadays, and the abundant inner meanings of the auspicious icons also cover the culture of our life. Thus the integration of these two areas has been a winning combination for artists and designers who often draw inspiration from auspicious icons.
The main purpose of this research, based on the viewpoint of modern design, was trying to find out how auspicious icons were used in newspaper advertisement and artistic poster design. The Chinese new year advertisements of the United Daily News of the past ten years (1997 ~ 2006) were taken as analyzing objects for the part of newspaper advertisement. As for the artistic poster part, both the posters of the Taiwan Poster Design Association works from 1993 to 2006 and posters collected by the Performing Arts library were taken as analyzing objects. First, we classified the auspicious icon samples. Then analyzed the characteristics of these samples revealed in newspaper advertisements and the relationship between the auspicious icons and the theme of the artistic posters. At last, we combined all the results of analysis and then made conclusions. This is a qualitative research with the purposive sampling as the method of sample collection.
The animal icons have been widely used in the Chinese New Year newspaper advertisements, especially the Dozen Animals. Icons of red envelopes and spring festival couplets also could be seen in many advertisements. The icons of god of wealth and children also showed up quite often. The auspicious plant patterns were used mostly as background of the newspaper advertisements. The icons of auspicious words and ornament patterns were used for decorating the edge of the advertisements. Through the use of auspicious icons, Chinese New Year''s newspaper advertisements presented the following social and culture phenomena: (1) to show the tradition of life (2) to present the thought of wealth seeking (3) to value the meanings of the Dozens Animals. Due to the commercial consideration for their general public readers, the choosing and using of auspicious icons for the newspaper advertisements should be easily understandable. Therefore, the quality of advertisements was not so fine and lack of creativity. Gradually the auspicious icons have become the symbol of Chinese New Year and brought the lively atmosphere to advertisements.
The icons of god of wealth and auspicious art craft have been widely used in the Taiwan Poster Design Association works. The application of auspicious icons in the Taiwan poster Design Association works presented the following characteristics (1) to show the feature of Taiwan (2) to extend the meanings of auspicious icons (3) to unfold cultural Pluralism. In addition, various types of auspicious art craft and mythic icons as well as auspicious plant and ornament patterns, all related to the subject of the performance, have been widely used in the performing art posters.
Posters are made up of content and form and presenting meanings by images. It is always a test for designers to create and present an attractive and informative poster. Thus we could see various ways in using auspicious icons as an important element of a poster. Therefore, auspicious icons may be viewed not only as the symbol of Chinese New Year but also the features of the cultural characteristics of Taiwan.
The auspicious icons presented the feature of general public in the newspaper advertisement because of the commercialism, but, by contrast, the auspicious icons of the artistic poster presented the feature of artistry. Therefore, in order to unfold national characteristics, the auspicious icons showed different styles in the newspaper advertisement and the artistic poster, and the content of these two domains were also enhanced through the application of the auspicious icons.
| Identifer | oai:union.ndltd.org:TW/096YUNT5634004 |
| Date | January 2008 |
| Creators | Yi-Hsuan Lin, 林奕璇 |
| Contributors | Sheng-Min Hsieh, 謝省民 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 157 |
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