超現實主義攝影及其在雜誌廣告上的應用--天下雜誌廣告之內容分析研究

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(16) ~~OO~ •• ~~~.~.ili,~wmM~.**~m~ • • m~mm.~,. ~*~m~~~~.W~'N~*~~lli.~m$o. (=)~~~.~~~~~M~~~ft& am~~~m~~~~R.~'~~ilim7mm~~.'.~~~~~N~. ". .f~m·, ffiJ~~ijH[; {~~tj(F~~{~. " ~:m~{~~;fu]9f~m. (R~=*). ,&~. ~m.~~~*~~m$'~~*~~~~Rm7~~~~~OO=~M~fio. ( A ) "~J:!imM9X~:;t~. •. JW. tJiJ~% ~J§% \ ....., 0. fJ.'I1:~ @A~. ~'I1:~ @A~. fJ.tl{~. @A~. ~'I1:{~ @A~. 91 36.8 30.5 30.4. 97 39.3 32.2 32.4. 24 9.7 30.0 8.0. 35 14.2 92.1 11.7. 247 32.6. 22 42.3. 19.5 7.4. 21 40.4 17.8 7.0. 6 11.5 20.0 2.0. 3 5.8 7.9 1.0. 52 17.4. 113 37.8. 118 39.5. 30 10.0. 38 12.7. 299 100.0. Min E.F.. Cells with E.F. <:5. Row total. *J!tJ~%. y~. ~. ~. Column Total Chi Square. D.F.. 2.88053. 3. Significance 0.4104. 5.217. ~wmM~.**a*~~~*~~,.~. ,. ::f18J~ml~iWrPp~ *~--tht!ffJ5l~~*. None. •• m~*.~~'-H~ma. ' ~p~sJl.~~~ , ?JtNP~-¥$pJT~g~J!\G. ~mm.~.~fi~~~*~.~iW~,~~ar~tl~@A~J~iW~~~~. m$~~~~®~~m.o~M.~.M*.,mMW.**~~~~*~R~. ' j;)J~¥Umf~.~~W {E!. tJJl'ss , ::fRmf~.SS*a*ffiJf~mm~ti~J!\G~?Jt::fa9. ' ~l!t~J!\G7~3U. ~§~IB~~Mzti![*~J!\GffJ5ljf;&IG\fJ.~*il~.. ZP:OOJJi15~ . 202'. 0.

(17) ~~~S"Ji*~o. ( B ) im.l:t19Ufj{JIfjJ~W.l:t ~u. ~. tJjJj%. fJ.'fj:~. ~'fj:~. fJ.'fj:{~. ~'I1:{~. ~J§% \ ......, 0. ~A~. ~A~. ~A~. ~A~. 94 36.2 33.2 31.4. 102 39.2 86.4 34.1. 27 10.4 90.0 9.0. 37 11. 2 97.4 12.4. 260 87.0. 19 48.7 16.8 6.4. 16 11. 0 13.6 5.4. 3 7.7 10.0 1.0. 1 2.6 2.6 .3. 39 13.0. 113. 118. 37.8. 39.5. 30 10.0. 38 12.7. 299 100.0. Min E.F.. Cells with E.F.<:5. Row total. ~,Jj%. ~~. tf. tf Column Total Chi Square. 5.82122. D.F. 3. Significance. 0.1497. 3.913. 2 OF. 8 (25.0%). ~m~.S"J~~H~*~R#m.~S"J~.~+'.~~S"J~~M*'~~. iN ;~H~ J:t:J# ~6 ~iN: '. :ft~ ~ ~JjU. S"J1ffi £ tp:Mz 1lW~~ S"J ~. ' {¥U ~~7F 7:ft r fJ. '11:. ~~A.JS"J1ffirfbtp,~~mS"J.*~.r.tt~~A~J~S"J6fflom.~~. @*0~S"Jr~tt~~A~JS"J1ffi£:ft.m~'~~.~~@~~S"J~rfb'~~ .~~*1ffi£*~S"JR~~~'~~7F~~£iN:S"J. ••&~~S"J.~,*~m.. ~S"J@~rtOOo~~~~.~.~.~,:ftOOtir.tt~~A~JS"J1ffirfb~'~. :ft1ffirfbS"J.~tfOO~S"J~.~,~m~~ •• mrm~~S"J~~ti~JS"J~.~ jf , t)6~ • • ~S"J~. 0. . 203'.

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(19) JlU iii: tJiJ][% j£Jj% *-J!!Jj% 1~ ~. ~. Column Total Chi Square. 2.21339. J1f! il1: r.:u. ~il1:r.:u. Jlf!il1:f~. ~il1:f~. ~A~. ~A~. ~A~. ~A~. 91 30.1 80.5 30.4. 103 40.9 87.3 34.4. 25 9.9 83.3 8.4. 33 13.1 86.8 11.0. 252 84.3. 22 46.8 19.5 7.4. 15 31. 9 12.7 5.0. 5 10.6 16.7 1.7. 5 10.6 13.2 1.7. 47 15.7. 113 37.8. 118 39.5. 30 10.0. 38 12.7. 299 100.0. Min E.F.. Cells with E.F.<5. D.F. 3. Significance. 0.5293. 4.716. 1 OF. Row total. 3 (12.5%). ( 1m) IDI!~nI..ta<J~~j[1±1' ffij im ~m}3ljq:r a<JJ:t~ (A) 3Tu~!¥J{J\J1f!5&~~~1±3b5f~f§U-Tep,. Rfti2@ , [Z§1ltT1Jt!ff~§~~. ~~.~om@~-T~~~~rJlf!ttr.:u~A~J&~ttr.:u~A~J!¥J.&epo~. ~ep~-~~llnsUfHI~!¥J.~:mf§U. ' ~f~ep~tI*~*m!¥J*m1±mjl5WM1f!1& '. ~~~mU~*1±~-~~m~~!¥J~~~~L'~Am-~!¥J~~~.~ep~ ~T~m!¥J~.,m~. •• m.~~m!¥J3Tu~~o. • 205'.

(20) ~u. 151:. l'JiJJ[% ~JJ[%. ~lIH1~ ~A~. ~tE~ ~A~. ~J.'~{~. ~I~{~. ~A~. ~A~. 112 37.7 99.1 37.5. 117 39.4 30.2 30.1. 30 10.1 100.0 10.0. 33 12.8 99.0 12.7. 1 50.0 0.9 .3. 1 50.0 0.9 .3. 113 37.8. 118 39.5. Row total. *'!tJJ[% ~9. ~. ~. Column Total Chi Square. 9.06663. D.F.. 2. 0.7. Significance. 0.0284. 3. 278 99.3. 30 10.0. 38 12.7. Min E.F.. Cells with E.F.<:5. 2.107. 2 OF. 299 100.0. 8 (25.0%). (B)~E~~~~~~~~ffl~~T. (c ) ~iJ~~~Fm.~ ~{J\~!f,fJ{~~ffl ~{§UT~::fjr. ,. E8-F1J*l'f9:ff~f&. '. itP~~~~PJ1 ~p~JjU~9. ~. ~.~m~,w~~~r~tt~~A~J~PJ1~~'~~~~~fflM~,m.~. ~~~-iliW~~~~~!f,fJ{~. 0. ~PJ1~~.mmm.~~. •• ffl~'~~~®~~*~~o. • 206'. IZSIjlt**~=1!f. '. IJ<;frH~¥U~Mi*~;. r ~tE{~~A~ J.

(21) ~u. lSi: tiJj[%. tJ.tErWIJ. ~ll'1rWIJ. tJ.ll'1fi£. ~ll'1fi£. ~Jj[%. ~A~. ~A~. ~A~. ~A~. 81 35.7 71.7 27.1. 89 39.2 75.4 29.8. 22 9.7 73.3 7.4. 35 15.4 92.1 11.7. 32 44.4 28.3 10.7. 29 40.3 24.6 9.7. 8 11.1 26.7 2.7. 3 4.2 7.9 1.0. 113 37.8. 118 39.5. 30 10.0. 38 12.7. Min E.F.. Cells with E.F. <5. Row total. *1!lJJ[% ~~. #. # Column Total Chi Square 6.68127. D.F. 3. Significance 0.0828. 7.224. 227 75.9. 72. 24.1. 299 100.0. none. 1m Jjt. fl1$- ~ ~ a<J ~ ~ ffJl. (-)mm•• *~.~~mm~.~'~~*~~o a*~~~500*$,~*m#~fflmm.~.M.~(~.~m~ffl~1Si: ~~) ,~.~mtj..~JjH5t1~'~UPJTf~ffl~J::tf5UrWIJ~35.8%0 f.§.ffiS~~a-~. ~EP~$w::fWrMJjU*tt~¥U1::~ff:a #~m. '. ft0dB~f[)f~JjUII'1!;fmtj..~~JE~~[qj. 0. ~.ffiH~~~~*~.#-OO~.~.~,a*m~~N$,~m~#@ OO*~P{~~{~ffl7 r. mJ. ~~{~M.~P1!W$aff~.L~tj.~#~~~. ,G,tJ.LS~&:~i:!11!W~tdm7F~#~M~. 0. 0. *§!;f~. El3J1t-aJ ~{~ffl~~{~M.~ISi:~~~. :. ,W. 1!W$@~~~.~~*L~~.oaJ1t~mM7a~.~W$'~.#ISi:.~' tffi~~Ed\~-g-tlwll**~m~11'1. 0. . 207'.

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(24) ( gg) li)~~lIJ: ' 1~.~. 1'PiJ!HslfJfJlI\ ' l' ~m~.~. ,. 9-~~IIJ~iG~Ei"J~F. 0. {J\JJ.~~~~~pJT1fff~jt~~fD1mtt[7g~~i3-~*5*. '. 1jt~U:l:I¥~*5*r:p. , fit. ~~.~.~7*~~.I~~ti&ffl.~'m~·&~ffl§.~#m-~~, m~~R1f~.ft~.~~~ • • o~*.m• • m.tt~m~.M~• •m. ~~rrft[7g'~~ili~~~~m~ti*~~~~ • • ~~~~§o. ~H~tjij~. ••••• ,m••. &ffl.~.M.*~m~.~. ••. ~~~*~. gmo~. ft~~~~mr:p,#m~.r:pOOmmM(~.~i3-~~~~)~&.m~~~~. ~~~'~~ffl~mm~<~T~~>~~r:pti&ffl.~~~~~m~.*M~o ft[7g~~f!iJJ:. , {E!.:>Z.~ Je,1f*±M.~1J~* ~{~ .f&~IG\g~~JlUjG~~PJ.~Jft~~PJi • • {t(~w ftiW&MmJjUr:p¥5t1f~.~~m~. ' 100PJ r ~/I1:{l£~A~J ~l:t~{i!!!m:P'{~ '. ~.~~rmij ImfDtt;f§~~. 0. m¥U&JJi.~{~. 0. 0. ~i3-~~,&m.~.~.ft~~~~mr:p'R.~T~.~~~.~~~ {~. , :Mz¥5t1f~&¥U{=f{PJ~rnUa.~-~Fg/l1: " ~F{.$:~ " M~~~EUfFJJ1fP ' EE llt1iJ Je,1fJG\~m&JJi.~{t&.EU~~JJi~A± ' ~~~TiJf~- T&JJi.~.~~ ~.~':Mz1jtr:pNmmm1iJm~M.o. fliBH~a9lt~~ *liJf~ft1IDti&JJi.~.M.~. , ~JJiJG\g~~J:~¥~U~~ • • f*1~1iJ~~. .~'~.E~~~.~mA~.~~.'~llt~*N.!m~~TiJf~~,~~rm. lltJj. 0. N~;*TiJf~ft~~<~T~~>*.&ffl.~~~.~[7g~~m~,~~ jt~~~&ffl.~~r:p~'~.~·g~,g~~~~~~~*M~,&1jtiW~. !mJjU~lt.r:p. , ~P.7f,~/r:t:!m~iW~ft~m&JJi.~.M.=lfW\~ft:P'. ~llt ~~~~-?V7M&JJi.~.ft-Er.~~~~r:p*~m~'rr~~ , ~~~W1JD~{i!! . 210 .. 0.

(25) tt. 1 : (Sarane Alexandrian, Surrealist Art, Thames & Hudson, London, 1970) pp. 10-26.. tt tt. 2 : (*JC/fi~~'. 4 : rq]3, p.271. 5 : 'WU~D. ... : r1iWf • :flff5'i~pJTmEUi¥J. *~~.~~. tt tt. ,~Yfrt' 1992) p.282.. 3 : (Ian Crofton, A Dictionary of Art Quotations, Routledge. London, 1988) p. 181.. tt tt. <ift!t:Wi¥J.~). 6 : (~M£m~,. r ~~m~ J (absolute film) ,. :::fml7g?6 '. ~. ~W~.~*.,~reBm.gm~~:::fA.i¥J%~o <~9J~m~) ,~Yfrt' 1992) pp.343-349.. 7 : (Michael L. Rothschild, Advertising, From Fundamentals to Strategies, D.C. Heath and Company, Massachusetts, 1987) p.83.. tt. 8 : (Robert A. Sobieszek, The Art of Persuasion, Harry N. Abrams, Inc., Publishers, N.Y., 1988) p.35.. tt. 9 : rq] 1::. ' p.30. 0. Andy Grundberg, Kathleen Mc Carthy Gauss, "Photography and Art, Interactions Since 1946" Abbeville Press, Publisher, N.Y. "Aperture, Fiction and Metaphor" 103, Aperture Foundation, Inc. 1986. "Man Ray Photographs", Thams and Hudson., N.Y. 1982 "New Surrealism, Or The Fiction of the Real", The Center for Photography at Woodstock, N.Y. 1988. "Photographic Surrealism", The New Gallery of Contemporary Art, Cleveland, Ohio, 1979. Rosalind Krauss, Jane Livingston, "L'amour fou, Photography & Surrealism", Abbeville Press, N.Y. 1985.. • 211 ..

(26) Robert A. Sobieszek, "The Art of Presuasion, A History of Advertising Photography", Harry N. Abrams, Inc., Publishers, N.Y., 1988. Sarane Alexandrian, "Surrealist Art, Thames & Hudson, Condon, 1970". William S. Rubin, "Dada, Surrealism and their Heritage", The Museum of Modern Art, N.Y., 1968.. Surrealism Photography and Its Application in Magazine Advertisements Ben Yu. ABSTRACT When surreal images are applied in visual communications usually only images of fantasy are shown. This essay discusses several other characteristics of Surrealism, often overlooked, in depth, in an attempt to provide art directors with more ideas. Additionally, research will show the most frequently used forms are collage and unusual scale. Also, no significant difference in methodology used between various products was apparent when all advertisements employed surreal imagery.. • 212 •.

(27)