圖像設計與隱喻閱讀

Pictorial Design and Metaphorical Interpretation

本文由文化、創意、認知與傳播的角度，提出三種跨域組合的圖像設計（部件組合設計、替代組合設計、主從融合設計），其援用的四項圖像認知原則（層次原則、重組原則、框架原則、拓僕原則），以及導引出的四種隱喻閱讀型態（共通性的隱喻閱讀、單邊主導的隱喻閱讀、雙邊主導的隱喻閱讀、新義浮現的隱喻閱讀），並以廣告圖像為素材實驗研究檢證相關的三項假設：（1）跨域組合圖像的隱喻閱讀的假設；（2）跨域組合設計的認知假設；（3）跨域組合設計的逆轉假設。

In this paper I examine three types of image-blending pictorial design (the part-part combination design, the replacement design and the principal-subordinate merging design), review four cognitive principles of pictorial design (the principle of layered composition, the principle of recomposition, the principle of framing and the principle of topology), and propose four types of metaphorical interpretation of image-blending pictures (the commonality-based interpretation, the single-scope interpretation, the double-scope interpretation and the emergent-meaning interpretation). Based on the examination, the review and the proposal, I advance three hypotheses about image-blending pictorial design (a metaphorical interpretation hypothesis, a cognitive hypothesis and an interpretation reversal hypothesis), and obtain experimental results that corroborate the hypotheses. Finally, implications of the present study for culture and creativity research are highlighted – the types of designs selected for the present study are pervasive and already weave themselves into the fabric of everyday life, and robustly corroborated generalizations about them give us a glimpse into the basics of cognitive regimes that support and guide cultural and creative activities.