Author: |
童采婕 |
---|---|
Thesis Title: |
復古形式在視覺傳達設計之創作與研究 |
Advisor: | 張柏舟 |
Degree: |
碩士 Master |
Department: |
設計學系 Department of Design |
Thesis Publication Year: | 2005 |
Academic Year: | 93 |
Language: | 中文 |
Number of pages: | 75 |
Keywords (in Chinese): | 復古 、懷舊 、復古風格 |
Keywords (in English): | retro, nostalgia, retro style |
Thesis Type: | Academic thesis/ dissertation |
Reference times: | Clicks: 242 Downloads: 46 |
Share: |
School Collection Retrieve National Library Collection Retrieve Error Report |
摘 要
本研究旨在探索復古風格的形成和復古設計視覺形式上的表現。透過消費者研究、藝術史、設計史相關文獻的探討,了解復古的價值、復古行為的心理分析;復古設計的特徵與發展及復古形式在視覺傳達設計的要素。
研究發現「家」是引發懷舊情緒的有效刺激,復古即是一種回歸家鄉溫暖的感覺。復古風格泛指情感或形式上的回溯和採借,而復古形式的設計並無特定風格,是隨時代、地域、文化而有所不同。
本研究發現,後現代復古形式的設計語彙與構成手法的多樣性,注重傳統文化、地方特色、民族風,甚至是復古裝飾的表現手法。而本土的復古設計,包括食衣住行育樂的生活應用,更是環繞於我們的生活週遭,是加了現代味的古早味,不難發現「復古新意」是趨勢指標。世代交替中,永遠有「時代再認同」的心理需求,也一直有「復古新主張」接踵而至。
復古會是不褪色的流行。重建「想當年,憶兒時」的場景,容易觸動心弦。本次創作六張海報,即是以個人記憶、集體記憶的歷史和童年眷戀的元素為主題,除了懷舊,還有裝飾的意圖。
關鍵字:復古、懷舊、復古風格
Abstract
This research is to discover the formation of retro fashion and visual expression of retro design. Through the studies of relevant documents in consumer research, arts history and design history, this present paper aims to explore the value of retro, psychological analysis in the retro behavior, the characteristic and the development of retro design, and the formation of retro in the visual communication design factors.
The research finds that the nostalgic emotion is excited effectively that is evoked by home, and that retro is a warm feeling that is like to go home. Retro style refers to the retro and borrowing of the affections or the forms, but the formation of retro has no specific style. Since the ages, regions and cultures affect the formation of retro.
The research finds that the formation of design vocabulary and the constitution technics of post-modern retro is variously. To attach importance to traditional cultures, local characteristics and the nationality fashion, more the expression technics of retro decoration. Local design of retro includes foods, clothes, residences, walking, educations and entertainments that is applications of living, more around in our living that is added old tastes of modern tastes. It is easy to find the new ideas of retro that is the index of trend. It has psychological desire forever of times-reidentification in the times exchanging. Also, a new view of retro is one after another.
Retro is keeping with the times forever. It is easy to touch the heart when the sight of nostalgia in the period of child was rebuilt. The theme based on the studies of individual and collective memory of history and the factors of sentiment the child times that the author designed six posters. The purpose is to express nostalgia and decoration.
Key words: retro, nostalgia, retro style
參考文獻
中文部分
書籍
王受之,1997,世界現代設計 1864-1996,台北:藝術家。
王受之,2000,世界現代平面設計1800-1997,台北:藝術家。
王育英、梁曉鶯 譯,2000,Bernd H. Schmitt 著,體驗行銷,台北,經典傳訊文化。
古地圖台北散步,2004,台北:河出圖社。
名家創意海報設計,1995,台北:新形象出版社。
吳昊、卓伯棠、黃英、盧婉雯,1994,都會摩登-月份牌:1910s-1930s,三聯書店(香港)有限公司。
林榮觀,1989,商業廣告設計,台北:藝術圖書。
張汝倫,1989,意義的探究,台北:谷風出版社。
張照堂,2002,鄉愁․記憶․鄧南光,台北:雄獅圖書。
楊裕富,2002,後現代設計藝術-E世代行銷品味論!N世代流行戰,台北市:田園城市文化事業有限公司。
楊裕富,1998,設計的文化基礎-設計、符號、溝通,台北:亞太書局。
鄭祥福,1999,後現代主義˙台北:揚智文化。
論文
杜宜芳,2002,年輕人對於懷舊與懷舊商品認知之探索,碩士論文,國立中正大學企業管理研究所。
陳淑惠,2004,懷舊風潮與懷舊圖像之分析與應用,碩士論文,國立台灣師範大學設計研究所。
陳俊勳,1996,現代繪畫發展中的寫實與復古現象,碩士論文,國立台灣師範大學美術研究所。
期刊雜誌
丁亞傑,1994,復古更化,《元培學報》,1994年9月,創刊號,119-127頁。
李岳奇,2001,復古風、懷舊情,《商業周刊》,2001年5月,86頁。
邱澎生譯,Coser著,(1993),〈阿伯瓦克與集體記憶〉,《當代》,1993年11月,期91,31頁。
許峻誠,2003,西方後現代主義平面設計派別與視覺形式之比
較,《現代美術學報》,2003年,6(11),35-66頁。
黃海鳴,1991,編輯部紀錄整理「懷舊、懷鄉與本土-與中青輩藝術家對談系列」,《藝術家》1991年,196,283-290頁。
網路資源
7-11「喚起最初的感動滋味」活動網站
http://www.7-11.com.tw/product/event/olddays/index.asp
7-11「童年福利社」活動網站
http://www.7-11.com.tw/product/event/old3/index.asp
楊清田:home.kimo.com.tw/yangct0009/yang1.1.htm
Marshall University Personal Web Pages—History of Graphic Design (1945-Present)
http://webpages.marshall.edu/~bruggemann1/postmodern_design2.htm
Webstie of Seymour Chwast /Pushpin
http://www.pushpininc.com/
Website of Louise Fili LTD.
http://www.louisefili.com/flsh.html
英文部份
Baker, S. M. & Kennedy, P. F.(1994).Death by nostalgia:A diagnosis of context-specific cases. Advances in Consumer Research, Vol. 21, pp. 169-174.
Belk, R. W.(1990).The role of possessions in constructing and
maintaining a sense of past. Advances in Consumer
Research, Vol. 17, pp. 669-676.
Davis, F.(1979).Yearning for yesterday:sociology of nostalgia, New York:Free Press.
Holak, S. L. & Havlena, W. J.(1991).The good old days:Observations on nostalgia and it’s role in consumer behavior. Advances in Consumer Research, Vol.18, pp. 323-329.
Holak, S. L. & Havlena, W. J.(1992).Nostalgia:An exploratory study of themes and emotions in the nostalgic experience. Advances in Consumer Research, Vol.19, pp. 380-387.
Holak, S. L. & Havlena, W. J.(1997). Nostalgia and nostalgia proneness:Classification and measurement. Working paper.
Holbrook, M. B.(1990).Nostalgic consumption:On the paper, Columbia University, Graduate school of business.
Holbrook, M. B.& Schindler R.M.(1996).Market segmentation based on age and attitude toward the past:Concepts, methods, and findings concerning nostalgic influences on customer tastes. Journal of Business Research, 37, pp. 27-39.
MacCracken, G. D.(1989). ’Homey ness’:A cultural account of one constellation of consumer goods and meanings. Interpretive Consumer Research, pp. 168-183.
Meggs, Philip B.(1998). A history of graphic design (3rded), NY:
Thames and Hudson.
Stern, B. B.(1992).Nostalgia in advertising text:Romancing the past. Advances in Consumer Research, Vol. 19, pp. 388-389.
Unger, Lynette S., Diane M. McConocha, and John A. Faier(1991), The Use of Nostalgia in Television Advertising:A Content Analysis, Journalism Quarterly, vol. 68, pp. 345-353