| Summary: | 碩士 === 國立高雄師範大學 === 視覺傳達設計研究所 === 96 === This research touched on how metaphor worked in the design of posters, discussed whether there was a set of rules, a relevant theoretical basis established and advantages and disadvantages and value of such rules, and how they had been employed in the design of posters with environmental protection themes. In discussing the definition and theory of metaphor, the research began with the basic concepts of metaphor in traditional rhetoric and then talked about the formation and functioning of a metaphor from the perspectives of modern concepts of two-domain models and conceptual blending. In addition, a discussion over such relevant theories as post-modernism, semiology, and symbolism, together with the concept of schemas, was carried out in order to explain how a metaphor was cognized. Then, the research took a look at the feasible aspects, the pros and cons of bringing the above mentioned theories into the practice of poster design and analyzed how international designers used metaphors in their creations. In the analysis of themes of the works, the scope of the issue of environmental protection and international efforts to promote the concept of environmental protection were discussed. Other relevant topics of interest arose from the change of time were also covered in this research. The research related the eco problems in Taiwan to posters designed to fit relevant eco issues in different angles. Twenty metaphoric posters, covering the issues of global warming, genetic cloning, and forest protection, were also created. The posters created employed the relation between the tenor and the vehicle. It was concluded that metaphors could be presented in visual media in the following four modes: (1) the vehicle was present while the tenor was absent; (2) both the tenor and the vehicle were put together; (3) the tenor and the vehicle were present alternately; (4) the tenor was present while the vehicle was absent. The pro and cons of using metaphors in poster creations were evaluated to find out how metaphor worked in poster design. A practical creation of posters was made to support the feasibility of theories, which could act as the basic rules for the creation of metaphoric posters and explain how the creations were made.
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