Form and Style Of Music Video:A Case Study of Taiwan Image Music Video

• Main Authors: Yao-Hua Li, 李耀華
• Other Authors: Yuen-wan Lin
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/29548981178836543926

碩士 === 朝陽科技大學 === 設計研究所 === 97 === The purpose of this thesis is to explore local Taiwanese cultural elements in music video. Personally, I found Taiwanese music video has been strongly influenced by Japanese and Western pop music. My motivation is to search local Taiwanese visual elements and apply to my own design works. Music video has become a popular and expressive form for visual designers. In recent years, there are a number of directors that create various styles of music video. In order to explore the current creative energy in the field, I analyze the works of six Taiwanese music video directors. I found that most of their works have to collaborate into the commercial purpose of the music market. The artistic style of each director is therefore limited and visual expression usually follows the pop market. As a young visual designer without commercial consideration, I wish to explore local cultural elements and create a personal visual expression. I would like to present a different visual code to challenge the current commercial music video, and provide alternative visual form for viewers. There are three pieces of music video in this thesis. the first one is to related to a local Taiwanese ethnic Hakka cultural group. I research the specific symbols such as floral image and clothing, to represent as a metaphor of such group. I use 2D visual effects combine with 3D animation for the music video. The second work is a record of a local religious carnival which also reflects my Christian childhood nightmare. The third work is to apply visual jockey technique to present the neon cultural phenomena of urban Taiwan. Using these three music videos, I try to give a personal definition of Taiwanese cultural experience.