廣告圖像中對比形式設計之探討

Exploring the Types of Contrast in Advertising Graphic Design

廣告之主要目的在於將商品的訊息有效地傳達給消費者，並藉由廣告圖像的設計吸引消費者注意，畢竟圖像設計已成為現今媒體最有效的傳播方式與途徑。本研究探討廣告圖像設計對比形式之運用方式，藉由圖像理論歸納廣告圖像設計訊息中對比形式之結構關係和意義脈絡。 本研究以文獻資料歸納分析與調查者驗證進行交叉檢查，請專家以KJ法區分廣告圖像的對比形式之設計類目，經歸納分析後將之區分為：（1）形式對比：色彩對比、大小／遠近對比、明暗對比、肌理／材質對比、形狀對比，疏密對比；（2）內容對比：物種對比、意識形態對比，情緒對比。研究結果可供廣告設計領域之設計師與相關研究者作為建立新的參考依據與發展之基礎。

Advertising is mainly intended to inform consumers about product features and to attract attention by means of graphic design, which is one of the most effective ways of message communication. The present study attempts to explore the application of contrast forms to graphic design in advertisement. We attempt to identify the types of contrast in advertising and their relationships between formal structures and contexts of meaning, based on Iconology. The empirical investigation is based on literature review and expert participation （KJ method）, in a hope to cross-examine the adequacy of the classification. Building on the above-mentioned methodology, we make the following tentative classification schemes: （1） form contrasts, referring to contrasts of color, size/distance, light/dark, density, texture, and shape; and （2） content contrasts, referring to those of ideology, species, and emotion. The results obtained from the study can serve as references for the development of new advertising design.