| Summary: | 碩士 === 國立臺灣科技大學 === 設計研究所 === 89 === Abstract
The magazine（Folklore Taiwan）was published from July 1941 to February 1945, the period of Japanese Occupation. The content of the magazine focused on the folklore of Taiwan, and was edited by a group of Japanese scholars, experts and young Taiwanese literate. The magazine carried equal weight in both academic inquiry and public interest. As such, it has been so popular during that period of time. This study focused on the analysis of literatures, and shed light on the content and the page editing technique in order to study the editorial design of the（Folklore Taiwan）. The editing of the magazine includes the design of the front and back cover, the index, column, articles and advertisements. The page design includes the page layout, the characters used, and pictures. The result of the study is shown below:
Ⅰ.The magazine has abundant source of contributors, of whom some were invited by the magazine while the others voluntarily wrote for publication. There were a number of columns systematically organized through a theme with proper page design. As such, the magazine demonstrated its rich and diversity in providing information both in depth and scope.
Ⅱ.The magazine valued the design of the front cover and the index, with the stress on paper material and the liveliness in the pictures. This would attract better attention from the readers. The inside pages are highlighted by the basic format of page layout, which included caption stories, a blend with both pictures and stories and articles without pictures. By way of column design, and the subtle use of lines and boxes, it displayed the page layout of both columns and ordinary articles for a magazine. As such, it is easy to identify the kind of story you want, and could project a visual image for the reader of the magazine.
Ⅲ.The format and types of characters would be chosen to fit the content of the articles to be published, which allowed for the characters to stand out and have cascading effect. It helped to highlight the importance of the content of each story and reinforced the visual effect. The use of pictures and photographs to depict the content of the stories or add colors to the stories. Sometimes, caption stories would be the theme. All the pictures and photographs used in the magazine were nicely taken, and are good portraits for the pages. Indeed, the pictures and photographs as layout on the pages demonstrated their sophistication in the design. The use of pictures and photographs not only effectively help to convey the message of the magazine, but also reflected the spirit of folklore studies.
Ⅳ.The magazine has allocated particular pages for advertising. The content of the advertisement are words, with proper editing and the use of column design, lines and boxes, it provided series of publication information. The magazine was also very good in advertising itself. They provided a preview on the next issue, information on combined issues and back issues. They actively advertised the content of the magazine.
Ⅴ.The magazine established the channels for communication with the readers through the hosting of speech giving, seminars, and news report. They also offered space for those who wanted to contribute articles for publication. This marketing technique not only helped the magazine to build up the professional standing and prestige, but also narrow the gap between the magazine and the readers. As such, readers identified with the magazine and have their expectation on it, which turned out to be the driving force in marketing.
Keywords: folklore Taiwan, history of design, magazine editing, magazine page design.
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