研究生: |
周明孝 Chou, Mieng-Hsiao |
---|---|
論文名稱: |
企業吉祥物動勢情緒傳達之創作研究 Creative Research of Emotional Expression in Posture on Enterprise Mascot Figure Design |
指導教授: |
周賢彬
Chou, Shyan-Bin |
學位類別: |
碩士 Master |
系所名稱: |
設計學系 Department of Design |
論文出版年: | 2019 |
畢業學年度: | 107 |
語文別: | 中文 |
論文頁數: | 112 |
中文關鍵詞: | 吉祥物 、動勢 、情緒語彙 |
英文關鍵詞: | mascot, posture, emotional vocabulary |
DOI URL: | http://doi.org/10.6345/NTNU201900727 |
論文種類: | 學術論文 |
相關次數: | 點閱:121 下載:26 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
吉祥物拉近人們與品牌形象之間的距離,當人們在選擇產品時,吉祥物的角色形象具有喚醒記憶、間接提示、以及增加品牌辨識度的功能,店頭靜態吉祥物的情感表現,若僅侷限於面部表情,將大大降低觀者的心理感受,必續配合更全面性的肢體動作,才能相輔相成締造更深層次的互動交流,企業和設計者應拿出更嚴謹的態度探索吉祥物情緒的完整展現。
一、 吉祥物動勢情緒傳達給觀者所產生的體驗與影響,經本研究的羅伯特、拉邦、中立位三階段論證結果得知:
1. 吉祥物動勢情緒研究,有效消弭企業與觀者間的情感誤解。
2. 三方族群身分與不同經驗歷練,造成辨識情緒姿態的認知差異。
3. 靜態店頭吉祥物的動勢姿態,應符合企業品牌印象所預設的情緒特徵。
4. 「關節活動範圍」統一記錄法則,補強吉祥物設計三視圖的不足。
二、 本研究藉由ALEX CHOU設計之玩具品牌為例,就玩具品牌欲傳達之精神為題,實踐吉祥物動勢情緒之研究創作,驗證正確的姿態情緒對企業吉祥物設計的影響:
1. 企業精神所屬的情緒語彙與動勢姿態情緒樣本互為表裡,互相呼應之下,才能呈現出吉祥物情緒意涵的神髓。
2. 情緒姿態質感表現分析與企業欲傳達的情感,逐一確認後更加精準契合。
3. 將企業CIS計畫中吉祥物動勢計畫套入文獻論法,並且建立設計法則的規範指南。
對動勢情緒做更深入的學術探討,研究的結果套入企業品牌靜態吉祥物設計,創作出與企業品牌形象更加相輔相成的代表性吉祥物。
The mascot brings the brand image closer to people. When people choose products, the characteristic image of the mascot has served the function of awakening memory, indirect prompts, and increasing brand recognition. If the emotional manifestation of the static mascot in the store has only limited to facial expressions, it will greatly reduce the viewer's psychological acceptance. It must be incorporated with more comprehensive physical movements in order to complement each other and create deeper interactive communication. Enterprise sectors and designers should adopt a more serious attitude to explore the completeness of mascot emotions.
Firstly, the experience and influence of the mascot's dynamic posture associated with emotions conveyed to the viewers have the concluded results as the followings based on the 3-stage study of the theses written by Robert Plutchik, LMA, and Neutral Position.
1. Research on the mascot's emotions of dynamic posture has showed effectively eliminating emotional misunderstanding between the enterprise and the viewers.
2. Different identity of groups with different experiences will show cognitive differences in identifying emotional gestures.
3. The dynamic posture languages of the static mascot in the sotre should conform to the emotional characteristics preset by the impression of the corporate brand.
4. The "joint range of motion" which unifies rule of record has compensated the lack of three views of the mascot design.
Secondly, this study takes the toy brand designed by ALEX CHOU as an example to show the subject about the spirit of the toy brand for fulfilling the creative research of emotional expression in posture on the mascot's dynamic emotions, and for verifying the influence of correct posture emotion on the design of corporate mascot figure.
1. The emotional vocabulary and the emotional model of dynamic gestures within the enterprise spirit are in the harmonious correspondence to each other in order to present the essence of the mascot's emotional significance.
2. The analysis of essential performance in emotional gestures and the emotions that the enterprise wants to convey are more accurately distinguished after confirmation.
3. Apply a scientific recording method into the mascot momentum plan within the corporate CIS program and establish a normative guide to the designing rules for the reference of the future corporate brand design of static mascot. Also, conduct a more in-depth academic study on the dynamic mood to improve the design quality in creating a representative mascot that complements the corporate brand image.
ALEX CHOU (1996-2018)。玩具創作。https://alex.qyz.tw/
Aristidou, A., & Chrysanthou, Y. (2013, November). Motion indexing of different emotional states using LMA components. SIGGRAPH Asia 2013 Technical Briefs ,21. ACM. doi:10.1145 / 2542355.2542381
Aristidou, A., Charalambous, P., & Chrysanthou, Y. (2015). Emotion analysis and classification: understanding the performers' emotions using the LMA entities. Computer Graphics Forum, 34( 6), 262-276.
Argyle, M. (2000). 肢體溝通。蔡伸章、吳思 齊譯,巨流圖書出版,台北。
Berg, C. J., Ewart, D. K., & Harrington, N. R. (2008). METHODS FOR MEASURING EMOTIVE RESPONSE AND SELECTION REFERENCE.
U.S. Patent Application No.11/851,638. US20080065468A1
Birdiexy (2018年8月1號)。logo設計方法:網格製圖和尺規作圖。
取自https://kknews.cc/zh-tw/design/9ovbbo8.html
Bull, P. (1978). The interpretation of posture through an alternative methodology to role play. British Journal of Social and Clinical Psychology, 17(1), 1-6. doi:10.1111/j.2044-8260.1978.tb00888
Carlson, J. G. & Hatfield, E. (1992). Psychology of emotion. San Diego, CA, US: Harcourt Brace Jovanovich. https://psycnet.apa.org/record/1992-97029-000
Carroll, J. M., & Russell, J. A. (1996). Do facial expressions signal specific emotions? Judging emotion from the face in context. Journal of personality and social psychology, 70(2), 205-218. doi:10.1037/0022-3514.70.2.205
Callcott, M. F., & Phillips, B. J. (1996). Observations:Elves make good cookies: Creating likable spokes-character advertising. Journal of Advertising Research, 36(5), 73-73.
Cave, E. F., & Roberts, S. M. (1936). A method for measuring and recording joint function. JBJS, 18(2), 455-465.
Cimen, G., Ilhan, H., Capin, T., & Gurcay, H. (2013). Classification of human
motion based on affective state descriptors. Computer Animation and Virtual Worlds, 24(3-4), 355-363. doi:10.1002/cav.1509
Coulson, M. (2004). Attributing emotion to static body postures:Recognition accuracy, confusions, and viewpoint dependence. Journal of nonverbal behavior, 28(2), 117-139. doi:10.1023/B:JONB.0000023655.25550.be
Daems, A., & Verfaillie, K. (1999). Viewpoint-dependent priming effects in the perception of human actions and body postures. Visual cognition, 6(6), 665-693. doi:10.1080/135062899394894
Darwin, C. (1872/1965). The Expression of the Emotions in Man and Animals. Chicago, IL:University of Chicago.
De Gelder, B. (2006). Towards the neurobiology of emotional body language. Nature Reviews Neuroscience, 7(3), 242. doi:10.1038/nrn1872
De Gelder, B. (2009). Why bodies? Twelve reasons for including bodily expressions in affective neuroscience. Philosophical Transactions of the Royal Society B:Biological Sciences, 364(1535), 3475-3484. doi:10.1098/rstb.2009.0190
Debrunner, H. U. (1971). Gelenkmessung:(Neutral-O-Methode), Längenmessung, Umfangmessung. Schweizerische Arbeitsgemeinschaft für Osteosynthesefragen.
Dickey, T. & Dunnett, W. (Eds). (1988). The trained mind: Totalconcentration.
Virginia: Time-Life Books
Dillon, R. (2010). On the Way to Fun:an emotion-based approach to successful game design. AK Peters/CRC Press. doi:10.1201/b10930
Guest, A. H. (2005). Labanotation:the system of analyzing and recording
movement. NY, Routledge. doi:10.4324/9780203626122
Hamburg, J. (1995). Coaching athletes using Laban movement analysis. Journal of Physical Education, Recreation & Dance, 66(2), 34-37. doi:10.1080/07303084.1995.10607040
Holak, S. L., & Havlena, W. J. (1998). Feelings, fantasies, and memories:An examination of the emotional components of nostalgia. Journal of Business Research, 42(3), 217-226. doi:10.1016/S0148-2963(97)00119-7
Ireland, J. M. (2013). Spokes-character usage as a marketing tool on Twitter, Advertising and Public Relations in the Graduate School of The University of Alabama, Doctoral dissertation, 3~9. doi:handle/123456789/1913
James, W. T. (1932). A study of the expression of bodily posture. The Journal of general psychology, 7(2), 405-437. doi:10.1080/00221309.1932.9918475
Kogler, A. (1995). Yoga for every athlete:Secrets of an Olympic coach. Fusion Books.
Lango, K. (2002). Animation Quick-Tip. Power Centers & Personality. http : // www . keithlango. Com / tutorials / old / powerCenter / powerCenter . htm.
Laban, R., & Ullmann, L. (1975). A life for dance: Reminiscences. London : Macdonald & Evans.
Levenson, R. W. (1999). The intrapersonal functions of emotion. Cognition & Emotion, 13(5), 481-504. doi:10.1080/026999399379159
Mancini, M., & Castellano, G. (2007). Real-time analysis and synthesis of emotional gesture expressivity. Proc. of the Doctoral Consortium of Intl. Conf. on Affective Computing and Intelligent Interaction.
Meeren, H. K., van Heijnsbergen, C. C., & de Gelder, B. (2005). Rapid perceptual integration of facial expression and emotional body language. Proceedings of the National Academy of Sciences, 102(45), 16518-16523. doi:10.1073/pnas.0507650102
Mehrabian, A. (2017). Nonverbal Communication. New Brunswick: Aldine Transaction. NY, Routledge, eBook. doi:10.4324/9781351308724
Mehrabian, A. (1981). " Silent Messages"-A Wealth of Information About Nonverbal Communication (Body Language). Albert Mehrabian. Personality & Emotion Tests & Software: Psychological Books & Articles of Popular Interest. Los Angeles, CA. http://www.kaaj.com/psych/smorder.html
Montepare, J., Koff, E., Zaitchik, D., & Albert, M. (1999). The use of body movements and gestures as cues to emotions in younger and older adults. Journal of Nonverbal Behavior, 23(2), 133-152. doi:10.1023/A:102143552
Okajima, S., Wakayama, Y., & Okada, Y. (2012). Human motion retrieval system based on LMA features using interactive evolutionary computation method. Innovations in Intelligent Machines–2 ,117-130. Springer, Berlin, Heidelberg. doi:10.1007/978-3-642-23190-2_9
Plutchik, R., & Conte, H. R. (1997). Circumplex models of personality and emotions Washington, DC, US:American Psychological Association. Amer Psychological Assn; 1 edition. http://dx.doi.org/10.1037/10261-000
Plutchik, R. (1980). A general psychoevolutionary theory of emotion. In Theories of emotion, 3-33. Academic press.
doi:https://doi.org/10.1016/C2013-0-11313-X
Plutchik, R. (1984). Emotions:A general psychoevolutionary theory. Approaches to emotion, 197-219.
Plutchik, R. (2001). Integration, differentiation, and derivatives of emotion. Robert Plutchik 114 Integration, Differentiation, and Derivatives of Emotion Jesse M. Bering 126 Are Chimpanzees ‘Mere’Existentialists? A Phylogenetic Approach to Religious Origins Jaak Panksepp 134 On the Subcortical Sources of Basic Human Emotions and the Primacy of Emotional-Affective. (Action-Perception).
Plutchik, R. (2001). The nature of emotions:Human emotions have deep evolutionary roots, a fact that may explain their complexity and provide tools for clinical practice. American scientist, 89(4), 344-350. https://www.jstor.org/stable/27857503
Ståhl, A., Sundström, P., & Höök, K. (2005). A foundation for emotional expressivity. Proceedings of the 2005 conference on Designing for User eXperience,33,. AIGA:American Institute of Graphic Arts.
Wallbott, H. G. (1998). Bodily expression of emotion. European journal of social psychology, 28(6), 879-896. doi:10.1002/(SICI)1099-0992(1998110)28:6<879::AID-EJSP901>3.0.CO;2-W
Walk, R. D., & Walters, K. L. (1988). Perception of the smile and other emotions of the body and face at different distances. Bulletin of the Psychonomic Society, 26(6), 510–510.
Williams, Y. (2013). Robert Plutchik's Wheel of Emotions. Education Portal, http://education-portal.com/academy/lesson/robert-plutchiks-wheel-of-emotionslesson-quiz. html.
Yahoo! JAPAN. ウルトラの母。ヤフオク。取自https://auctions.yahoo.co.jp/search/search?auccat=&tab_ex=commerce&ei=utf-8&aq=-1&oq=&sc_i=&p=%E3%82%A6%E3%83%AB%E3%83%88%E3%83%A9%E3%81%AE%E6%AF%8D&x=15&y=19&fixed=0
大久保博樹 (2007)。音聲伝達の最適化構造に關する一考察:伝達する力を有する「話し方」の分析を中心に。情報文化学会誌,14(1),39-44。
手塚治虫 (1981)。漫畫入門。臺北市:武陵出版社。
王正義 (2011)。鏡頭語彙與肢體動作於動畫創作中情緒表現之探討 (碩士論文)。
崑山科技大學視覺傳達設計研究所,台南市。
王雲幼、謝杰樺 (2009)。數位化解析情緒,優質人類生活淺談動作分析中情緒應用之可能性。美育,168,64-69。
田偉 (2008)。實用骨科學。北京市:人民衛生出版社。
好品牌事物所 (2014年4月3日)。品牌吉祥物(公仔)設計。取自http://www.heyshow.com/gallery/10286/category/6831/
余淑吟 (2004)。非真人角色運用於電視廣告之內容初探。設計學研究,7,65-84。
吳昊、陳旭、馬建苓 (2015)。憤怒身段表情的視覺搜索優勢。
西南大學心理學部,重慶,心理學進展,5,308-309。https://image.hanspub.org/pdf/AP20150500000_36840590.pdf
吳麗娟 (1991)。讓我們更快樂-理性情緒教育課程。新北市:心理出版社。
李姍姍 (2010)。公仔情感感受之研究 (碩士論文)。大同大學工業設計學系所,臺北市。
林仕欽 (2013)。沉默的傾訴 (碩士論文)。臺北藝術大學美術創作碩士班繪畫組,臺北市。
林妙雀、黃麗霞、江宜芳、曹益誠 (2006)。服務人員情緒外顯對顧客情緒、顧客滿意度及顧客忠誠度影響之研究─以性別角色與人格特質為干擾變數。台灣科技大學管理新思維學術研討會,台灣科技大學。台灣。
林定芊 (2004)。玩偶造型設計之立體感層次與觀測角度對視認之影響 (碩士論文)。國立臺灣科技大學設計研究所,臺北市。
林怡伸 (2003)。吉祥物臉部構造認知與偏好度關係之研究:以奧運為例 (碩士論文)。國立交通大學應用藝術所,新竹市。
林品章 (1990)。商業設計 Commercial Design。臺北市:藝術家出版公司。
林銘煌 (2009)。產品造形中的符號與符碼。設計學報,5(2)。
法醫臨床檢驗規範,SF/Z JD0103003-2011,中華人民共和國司法部司法鑒定管理局 (2011年3月17日)。
柯凱仁 (1995)。吉祥物造形認知之研究-以運動會為例 (碩士論文)。國立台灣科技大學工程技術研究所,臺北市。
相原博之 (2007)。キャラ化するニッポン。講談社現代新書。
倉橋哲平 (2008)。企業とキャラクター-その歴史と関わり。
唐翎 (2008)。臺灣南排灣族pulingau(巫師)動作分析研究–以屏東縣春日鄉古華村sawais(馬芳蘭 女士)為例 (碩士論文)。國立台灣體育大學體育舞蹈學系,台中市。
康復匯 (2019年2月8日)。全身關節活動度測量及參考值圖解大全。取自 https://kknews.cc/zh-tw/health/9pyvzg5.html
張仁耀 (2006)。台灣血液基金會吉祥物的造型設計與應用研究 (碩士論文)。國立台灣大學造形藝術研究所,臺北縣。
張春興 (2000)。張氏心理學辭典。臺北市:東華。ISBN:9789576364754
黃于真 (2006)。虛擬人物代言人廣告效果之研究 (碩士論文)。朝陽科技大學企業管理研究所,台中市。
福樂日本情報。日本療癒系吉祥物。取自 https://www.blisseuphoria.com/zh/%E6%97%A5%E6%9C%AC%E7%99%82%E7%99%92%E7%B3%BB%E5%90%89%E7%A5%A5%E7%89%A9/
墨耳痞客 (2019年5月2日)。CIS標誌設計流程。取自https://wwwzoo.pixnet.net/blog/post/4344410-cis標誌設計流程
陳望道 (2011)。修辭學發凡。上海市:復旦大學出版社。
東洋大学社会学部メディアコミュニケーション学科4年,東京都。
陸川和男、西岡直美 (2002)。図解でわかるキャラクターマーケティング。日本能率協会マネジメン トセンター。
劉軒 (2014)。Get Lucky!助你好運。臺北市:天下文化。
劉軒 (2015年1月12日)。傳送幸運的訊號:肢體會說話。臺北市:天下文化。取自https://www.businesstoday.com.tw/article-content-80492-113510
劉軒 (2017)。心理學如何幫助了我。臺北市:天下文化。
聶文忠 (2019)。脊柱胸腰部的生物力學建模與應用研究 (博士論文)。上海交通大學生物醫學製造與生命質量工程研究所機械與動力工程學院,上海市。