臺灣軍事宣傳圖像設計之形象建構分析研究

Abstract

本研究旨在探討近年來，因應國際地緣政治發展，以及我國與中國之關係趨近緊張，帶動國人對於國家自主權及提昇軍事防衛能力之認同，也促進軍事宣傳等軟實力表現方針，由招募、精神鼓舞等對國內鞏固性作為，轉型為對境外假訊息及認知作戰攻防等新型態作戰之應處。有鑑於此，軍方除了在武裝力量及作戰思維層面不斷精進，在軍事形象的宣傳與運用方面，亦積極融入感性與創意要素，並藉此與社會大眾達成情感共鳴、深化國人愛國意識。本研究著眼於當前國家所面臨的敵情威脅，探究如何透過創新的圖像設計思維和傳達軍事魅力要素，為軍事宣傳提供有效的圖文設計規劃和評價模式。研究的主要目的在於分析軍事宣傳設計如何提升圖文吸引力及可視性，並針對當前軍事形象宣傳手法與圖像，探討其所應具備之魅力元素。本研究採用四階段綜合性研究方法進行探討：第一階段，透過參與國防政策刊物視覺轉型，探討資訊視覺化對於國人理解國防政策之助益；第二階段，透過評價構造法分析軍事意象的設計魅力因子；第三階段，透過狩野二維品質模式，從改善消費者滿意度與產品關聯之思維，探討國人對軍事宣傳設計的正負品質認知；最後，則運用重要績效分析法，評估各項因素對總體表現的重要性及影響，並依據此研究結果進行設計創作。從研究結果顯示，資訊視覺化不僅符合當前人們在網路及智慧型載具高便利性下所改變之閱聽習慣，更有助於降低國人對於國防議題的隔閡；因此，軍事宣傳設計的目標應聚焦於傳遞具形象辨識性、政策可視性及易理解性的訊息，透過多種視覺呈現風格，以國人的感性訴求做為設計過程的核心，藉此激發創作的吸引力及影響力。本研究將其成果轉化為具體的設計流程及建構方針，期許能為未來從事相關領域工作者及研究者，提供設計參考之指標。

This study aims to explore the recent developments in response to international geopolitical trends and the increasingly tense relationship between our country and China, which have driven the public's recognition of national sovereignty and the enhancement of military defense capabilities. It also promotes soft power strategies, such as military propaganda, shifting from domestic consolidation efforts like recruitment and morale boosting to new forms of warfare against foreign disinformation and cognitive warfare. In light of this, the military has continuously refined its armed forces and operational thinking and has actively incorporated emotional and creative elements into military image promotion and usage. This approach aims to achieve emotional resonance with the public and deepen national patriotism. This study focuses on the current national security threats, exploring how innovative image design thinking and the elements of military appeal can provide effective graphic and textual design planning and evaluation models for military propaganda.The primary objective of the study is to analyze how military propaganda design can enhance the attractiveness and visibility of graphics and texts. It also investigates the essential appeal elements of current military image promotion techniques and visuals. The study employs a four-phase comprehensive research method:1.First Phase: By participating in the visual transformation of national defense policy publications, the study explores the benefits of information visualization in enhancing the public's understanding of defense policies. 2.Second Phase: Using the Evaluation Grid Method (EGM), the study analyzes the design appeal factors of military imagery. 3.Third Phase: Through the KANO model, it examines the public's positive and negative quality perceptions of military propaganda design from the perspective of improving consumer satisfaction and product relevance. 4.Fourth Phase: Using the Importance-Performance Analysis (IPA) method, it evaluates the importance and impact of various factors on overall performance, and based on the results, conducts design creation.The study's findings indicate that information visualization not only aligns with the changed reading and viewing habits under the high convenience of the internet and smart devices but also helps reduce the public's alienation from defense issues. Therefore, the goal of military propaganda design should focus on delivering messages with image recognizability, policy visibility, and ease of understanding. Through various visual presentation styles, the design process should center on the emotional appeals of the public, thereby enhancing the attractiveness and impact of the creations.This study transforms its findings into specific design processes and construction guidelines,aiming to provide design reference indicators for future professionals and researchers in related fields.