| Summary: | 碩士 === 國立臺中技術學院 === 商業設計研究所 === 97 === Mascot, a manifestation of the character shaping, which has long been developed and is complicated itself in its historical development, can reflect the issues of the times or serve as a good endorsement of the businesses. Because the ideology of mascots originated from its personalified identification and metaphor implication, the idea of its character shaping is deeply influenced by the past fashion trends and the characters of cartoon or animation culture. Therefore, the creation or design of it is usually required to reflect contemporary spirits or to call for deep regional emotions. With its flexible advantage, when applied to the operation conditions of enterprises, its performances fully fits into the requirements of internet communities and package marketing. The efficiency of its execution far surpasses trade mark and logotype, a system to which it attaches and is used by people to identify a business. Also, it conveys ideas both graphically and symbolically, and is supposed to satisfy the future development of visual communication and is greatly beneficial to establishing images for enterprises or businesses. Owing to its functions of positive values, good interactive effect, and easy access, moscots of a businesses appear frequently in various kinds of activities sponsored by them at the moment of emphasizing image. Based on the deduction and analysis of assorted literature, adding in the research of personification and related theories of metaphors, the study explores the hidden meaning and application of broadly defined mascots and the current enterprises’ characteristics. With a hope to providing help to future related studies, the study tries to systematized the rules of how they are united to each other and to connect mascots with the situations of different fields in the contemporary society in order to prove the interactive relationship between them.
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