| Abstract: | 2006年「SHOW臺灣!尋找臺灣意象」票選活動中，布袋戲以13萬高票當選臺灣意象第一名，霹靂做為臺灣布袋戲文化的指標性產業，經多年耕耘已培植廣大戲迷，其所發行的周邊商品對戲迷而言具社交情感意義，但多份針對戲迷的研究指出，現有商品存在「缺乏設計感、角色意象運用不當、品質差價格過高」等四大問題，對於以戲迷為尊的霹靂而言有重大意義，具探討價值。故本研究為解決上述問題，整合文化三層次理論、索緒爾與羅蘭巴特之符號學，透過開放性譯碼手法，建置素還真文化符碼參照表，並整合比喻式設計藉以改善意象運用不當的問題。同時透過各專家對文化商品的定義建置文化商品評價表，協助企業內部針對商品進行檢核，以避免商品缺乏設計感或定價與品質不符等問題。本研究透過訪談篩選三款暢銷商品為例，藉以驗證評價表的實用性效益，進一步對評價最不理想的商品進行改良式設計提案。經前測結果，選定針對【紫雲劍影】－素還真鋼筆提出兩款改良式設計提案－觸控兩用筆、雷射多功筆。經後測問卷證實確有改善其符碼運用不當、文化內涵不完全契合、設計與美感體驗不足、缺乏在地獨特性等問題。成果發現透過符號學分析角色文化內涵確實對意象運用於商品有所幫助，尤其形而中行為層次可輔佐構思使用情境，以提升連結性；評價標準亦有助於內部商品評估，作為了解戲迷情感面、產業價值面與文化內涵面評等之參考依據。關鍵字：素還真、文化符碼、文化商品
Glove puppet culture has been representative for Taiwanese culture since it won the championship of “SHOW Taiwan! Look for Taiwan Image Competition” with over 130 thousand votes in 2006. As the iconic roll model Pili Glove Puppet has attracted many fans and through years-development, be touched and meaninful as the derivative products for them. However, there are four problems need to be solved: lacking of the design spirit , improper characters' image, unstable quality, and over-pricing. What's been inorant is the designing and image are improper or even un-constructed culture code. Moreover, there are few researches are related to glove puppet which are paticular emphasis on culture code. Thus, the thesis is to build a culture code reference table regarding to Sui Huan-Jen by open-coding on the basis of Three-Lauer Culture Theory, Semiotics of Saussure and Roland Barthes with figurative design method. On the other hand, the problem of price and quality are due to lack of reference table to assist the initial step and short of product assessed principle in the next step during product design process, which cause difficulties to designers: to reach the intension of character precisely and quickly. Therefore, the integration of culture product evaluation table which is defined by experts, selection of three popular puppet products by expert intervews and prepare to verify the actual benefit, raise the improved project aimed at the worst product. Propose two proposals: stylus pen and multifunction laser pen to improve “purple cloud sword shadow- Sui Huan-Jen pen”. The two proposals improve improper symbol, culture intension, sense of design, and strength of regional-limited. The result shows that Semiotics indeed helps to analyse the image of character’s cultural intension. Behavior layer is able to connect with users’ circumstances. Evaluation principle helps the inner product evaluation as well to realize the emotion effect of fans, the value of industry, and culture connotations.Keywords: Sui Huan-Jen, culture symbol, culture product |
