擬像應用在視覺傳達設計之研究

Abstract

我們生活在擬像的世界，消費擬像、之後再製擬像。布希亞（Jean Baudrillard，1929～）曾說：「『擬像』（simulacrum）從來就不是隱藏起真相的東西，它隱藏起的是『從來就沒有所謂真相』的那個真相，『擬像』本身即是真實。」換言之，真實不過是符號的效果。因此本研究由相關文獻探討擬像的意義與商品消費之關係：廣告賦予商品符號，使商品更具吸引力，透過想像，商品符號的定位得以確立，由此可知廣告本身就是一種擬像商品。 以今日數位影像工具的進步情形，欲達到化想像於實現已變得相當簡單、因而擬像手法更加豐富與精采。因此本研究分析擬像的手法與應用，蒐集與觀察海報設計後，研究生將設計作品中之擬像表現的應用情形分做八大類，分類如下：1.物理性質的改變。2.時空的置換。3.解剖學的解構與重組。4. 相異物體之融合、材質的置換。5.違反常理的意象及視覺之合理性。6.重疊交錯或矛盾之意涵拼貼。7.實物、現成物之「意象主宰內容」式拼貼。8.逃離現實的遊戲美學。 透過本研究所分析的「擬像」作品，研究生試圖利用攝影和電腦技術結合，讓作品產生「眼見為憑」、「擬像超真實」的效果，也就是利用「擬像手法」－「欺瞞」、「哄騙」，與傳達「主題」渾然合為一體，發揮想像的創意訴求效果。本研究之創作主題設定，參考布希亞提出擬像之「連續性的形象」的四個層次，試圖透過創作體驗其創意與藝術涵養之重要性，藉以提升設計作品之創意表現、情感共鳴與藝術價值之心得。

主題一：【純潔之眼】 擬像之第一層，它是基本真像的反射

主題二：【科技與藝術對話】 擬像之第二層，它是基本真像的偽裝與曲解

主題三：【究竟是不是容器】 擬像之第三層，當真像不存在時，它再次地偽裝不存在的真像

主題四：【蛻】 擬像之第四層，它與真像脫離任何可能的關係，而成為一個獨立的「擬態」形式

We live in a vague and unreal world, and a consumer illusion, this then creates a simulacrum. Jean Baudrillard (1929~) said, "simulacrum has never been a thing to hide from the truth, it only hides the realism that ‘never had the truth,’ and ‘simulacrum’ is the truth.” In other words, truth is only the result of a symbol. Therefore, this study of the relevant documentation is to explore the relationship between the meaning of simulacrum and consumer spending: Advertisement on commodity symbols to make goods attractive through imagination, then commodity symbols positioning can be established, which through the establishment one can understands that advertisement is already a simulacrum commodity. The current improvement of digital imaging tools had simplified imagination and reality, and simulacrum practice had become more rich and wonderful. Therefore this study will analyze simulacrum practice and usage, then to collect and observe poster designs, and graduate students will differentiate their simulacrum design works into eight categories: 1. The change of physical nature. 2. The replacement of time. 3. Anatomy of the figures and reorganization. 4. Integration of different objects, the replacement of materials. 5. Nonsensical imagery and visual combination. 6. Overlapping or contradictory terms of combination. 7. Physical, objects of the "neo dominate content" style combination. 8. Escape from the aesthetic reality game. Through our institute analysis of "simulacrum" works, postgraduate attempts to use the integration of photography and computer technology to make their works with a "seeing as proof,” and “to be like super-real" effect are the use of "simulacrum tactics” –“deception,” “ deceive,” and communicate “topic” into one piece, and fully utilize imagination and creativity effects. This study’s creative theme referenced from Baudrillard’s simulacrum of “continuity of the image” of the four levels and trying to experience the importance of creativity and artistic character, and then to upgrade the performance and artistic value of the emotional resonance.

First topic: “The eye of innocence” Simulacrum’s first layer: it is the basic truth of reflection

Second topic: “The communication of technology and art” Simulacrum’s second layer: it is the basic truth of camouflage and distortion

Third topic: “Is it a container?” Simulacrum’s third layer: when reality does not exist, it then again hides the non-existence truth

Fourth topic: “Exuviate” Simulacrum’s fourth layer: It differentiated all possible relationships from the truth, and then became an independent “simulacrum” form.