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系統編號:

092NTNU0619008

出版年:

2004

研究生:

陳淑惠

研究生(英文姓名):

Chen Sui-hui

論文名稱:

懷舊風潮與懷舊圖像之分析與應用

英文論文名稱:

Research of nostalgia trend and nostalgic images on graphic design

指導教授:

康台生

學位類別:

碩士

校院名稱:

國立臺灣師範大學　

系所名稱:

設計研究所

學號:

691630016

學年度:

語文別:

中文

論文頁數:

關鍵詞:

懷舊 ; 懷舊風格

英文關鍵詞:

nostalgia ; nostalgia style

被引用次數:

[ 摘要 ]

本研究主旨在探索懷舊風格的形成、以及其於視覺形式上的表現。對於懷舊風格的探討，過去多集中在裝飾細節的研究，較缺乏對觀看者的心理分析。作者透過消費者研究、藝術史、設計史相關文獻的探討，了解懷舊風潮裡觀者的心理欲求，以及懷舊風格在平面設計中的視覺要素為何。
研究發現受到特定物件、事件的發生影響，觀者追憶過去並產生懷舊情緒。個體會對未曾經歷過的事物產生懷舊情緒；並且，懷舊最常與「家」的主題相關。廣義來說，懷舊風格泛指情感或形式上的回溯和採借；由於懷舊的內容會受到時代、地域、媒體、個體生命經驗的影響，使得懷舊風格在形式上的採借對象並不一致。
本研究發現懷舊風格並非一種明確的風格形式，影響其視覺形式的變數很多，設計人員在運用上應該更加重視對目標族群的分析和設計策略的擬定。創作部分根據文獻的探討與分析，鎖定民國50、60年代出生的「五、六年級生」為目標族群。利用目標族群所熟悉的上海畫報圖像、知名卡通人物、畢業紀念冊、童年生活的物件作為主要的設計元素，分從個人的、集體的、直接經驗的、間接經驗的懷舊經驗切入，發展出「雙喜烏龍茶」的企業形象海報6張。

[ 英文摘要 ]

This research is to discover the formation and visual expression of nostalgia fashion. In the past, the relevant studies mostly focused on the details of decoration and lacked psychological analysis of the watchers. Through the studies of relevant documents in consumer research, arts history and design history, this present paper aims to explore the watchers’ psychological desire in the nostalgia trend and the visual factors of nostalgia fashion in the graphic design.
The research finds that the nostalgic emotion is produced during the process of reminiscence that is evoked by specific objects and events. The entity has nostalgia emotions toward something they have never experienced before. Besides, nostalgia is mostly involved with the theme “home.” Broadly speaking, nostalgia style refers to the retro and borrowing of the affections or the forms. Since the ages, regions, media and individual life experience affect the context of nostalgia, the borrowed form of the nostalgia fashion is not consistent.
The research finds that nostalgia fashion has no specific style. There are so many variations in the visual expression that designers have to put more emphasis on the analysis of target group and the planning of design strategy. Based on the studies of relevant documents, “fifth and sixth graders,” who were born in the 50’s and 60’s of the Chinese year, were chosen as the target group of this present study. By employing their familiar figures and objects from their childhood as the major design factors and developing from individual, collective, direct and indirect nostalgia experiences of the target group, the author designed six posters that reveal the entrepreneur image of “Double Cheers Wu-long Tea.”

[ 論文目次 ]

目錄
中文摘要
英文摘要
謝誌
目錄
第一章緒論………………………………………………4
1-1 研究背景與動機
1-2 研究目的
1-3 研究方法與限制.
1-4 研究流程.
第二章拆解懷舊 …………………………………………7
2-1 懷舊的定義、起因、目的
2-2 懷舊情緒的誘發
2-3 懷舊類型
2-4 造成懷舊經驗差異的變數
2-5 懷舊行銷
第三章懷舊的風格………………………………………26
3-1 懷舊與浪漫精神
3-2 後現代中的懷舊
3-3 後現代設計運動中的懷舊風格
3-3-1 里特羅(retro)設計與懷舊設計
3-3-2 本土懷舊設計之分析
3-4 懷舊圖象元素之分析
第四章設計架構與進行步驟……………………………43
4-1 設計理念
4-2 設計方法
4-3 擬定設計方針及策略
4-4 設計執行架構
4-5 設計發想
4-6 設計過程--以「未識綺蘿香」為例
第五章作品呈現與說明…………………………………52
第六章結論與建議………………………………………66
表 1 歷史懷舊與個人懷舊之比較…………………………………13
表 2 懷舊的類型……………………………………………………15
表 3 基本情緒和複雜情緒之比較…………………………………22
表 4 廣告中常被使用的懷舊主題與元素…………………………25
表 5 設計文化符碼理論……………………………………………44
圖 1 懷舊情緒的觸發過程…………………………………………11
圖 2 消費者知覺地圖………………………………………………23
圖 3 後現代建築的風格差異………………………………………30
圖 4 寶拉謝爾、卡琳戈德伯格的作品……………………………32
圖 5 西摩什瓦斯特的作品…………………………………………32
圖 6 路易絲菲力的作品……………………………………………33
圖 7 卓杜菲、查爾斯安德森的作品………………………………35
圖 8 「喚起最初的感動滋味」活動首頁……………………………36
圖 9 「童年福利社」活動首頁………………………………………37
圖 10 懷舊隨堂考……………………………………………………37
圖 11 「小時後大代誌」票選活動……………………………………38
圖 12 戀戀往事徵文比賽……………………………………………38
圖 13 青春大車拼……………………………………………………39
圖 14 「2003年台北金馬影展」之宣傳海報…………………………41
圖 15 剪花王子的拼貼作品…………………………………………42
圖 16 作品呈現─未識綺蘿香………………………………………53
圖 17 作品呈現─七彩繽紛好滋味…………………………………55
圖 18 作品呈現─往事只能回味……………………………………57
圖 19 作品呈現─有阿媽的味道……………………………………59
圖 20 作品呈現─茶香香甜甜………………………………………61
圖 21 作品呈現─無敵加油…………………………………………63
圖 22 展場視覺動線說明……………………………………………64
圖 23 展場呈現………………………………………………………64
圖 24 展場呈現………………………………………………………65
圖 25 桌面擺設………………………………………………………65
圖 26 週邊商品─月曆………………………………………………66
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