IP設計的應用：以科普漫畫《畫說成語》為例

21世紀是以「知識」與「經濟」為複合體的「知識經濟」時代。近幾年來，不論是臺灣或是中國大陸，圖書的銷售量逐年下滑，但童書的銷量卻持續的漲幅，其中可以理解家長對於兒童的課外讀物資源是很看重的。而科普漫畫的出版，對於兒童的知識吸收或教育學習，具有明顯的效果。科普漫畫這類型的讀物，不僅擁有「故事」、「連環漫畫」的元素，而且又將複雜、冗長的各種知識，巧妙地融入圖像、文本之中。相較於其他的讀物而言，更容易引起孩童對閱讀的興趣，進而自主學習。

本創作經由文獻蒐集、案例分析的聚焦，探討科普圖書的核心、漫畫的元素組成以及科普漫畫的創作要點，並且透過市場的分析，進而規劃出一套適合於臺灣與中國大陸的科普漫畫書。以華語文化中的「成語」為題材，選擇國際通用的左翻書與全彩漫畫的規格來創作，再經由不同領域的專家進行深度訪談，以助創作更能合乎市場機制。因科普內容需要經由專業的編輯進行策略編制，於是與編輯方搭配合作，一同建立起科普漫畫的產業鏈。

《畫說成語》劃分為成語內容與漫畫形式兩面向，再以IP的模式進行規劃，為達IP的延伸，人物則是佔據最大的設計要點。創作內容為成語「動物篇」，由30則動物相關之成語，每則兩頁的漫畫所組成，藉由角色性格來延伸劇情的發展，以市井小民生活化的角度來傳遞成語的資訊，倡導知識生活化的概念，也與科普的本意一致。透過本創作研究，讓大眾了解彩色漫畫的創作製成，以及策略面向的擬定與執行，對於科普產漫畫業鏈，需多方不同領域的人進行合作串聯，才能各司其職，將各自的專業發揮到最大。

臺灣受日本漫畫影響深遠，對漫畫發展也較為單一，不過臺灣的漫畫人才都具備了優秀的能力，卻少有發展舞台。本創作者將這些年的市場觀察以及編輯方給予的產業訊息進行統整，並且提供了創作流程。希望藉由本創作，給予臺灣漫畫人才一個新的方向。

The 21st century is an era of the “knowledge economy,” where “knowledge” and “economy” are combined. Despite the progressive decline in overall book sales across both Taiwan and China over recent years, sales of children’s books have continued to rise. This phenomenon can be understood as a result from the great importance parents attach to children’s extracurricular reading resources. In this regard, the publication of popular science comics has a significant effect on children’s knowledge absorption or education and learning. This type of reading materials (i.e., popular science comics) contains the elements of “stories” and “comic strips,” and, moreover, ingeniously integrates complicated, lengthy knowledge details into images and texts. Compared with other types of reading materials, popular science comics can more easily stimulate children’s interest in reading and prompt them to further engage in self-directed learning.
Through literature collection and case analysis, this study placed its focus on exploring the core of popular science books, elementary composition of comics, and key points for the creation of popular science comics. Further, through a market analysis, a set of popular science comic books suitable for Taiwan and China were planned out. These comic books, with “idioms” in Chinese culture as the subject matter, were created using the international standard book design with left-to-right script and full-color comics. In addition, in-depth interviews with experts in different fields were conducted to make the creations more aligned with the market mechanism. Because the content of popular science needed to be strategically compiled by professional editors, a cooperative partnership with editors was implemented to establish a popular science comic’s industry chain together.

Illustrated Idioms is divided into two aspects, details of idioms and comic forms, and developed using the intellectual property (IP) model. To achieve IP extension, characters act as the principal focus of design. The content of the creation pertains to idioms with “animals,” consisting of 30 animal-related idioms, each with two-page comics. The plot development is extended through the personalities of the characters, and the information of idioms is conveyed from the everyday-life perspective of ordinary people. The practice of advocating the idea of bringing knowledge closer to real life consists with the intention of popular science. This creative research aims to offer the public an understanding of the creation and production of color comics as well as the formulation and implementation of strategies. For the popular science comic’s industry chain, cooperation and liaison among individuals from a wide range of fields are imperative for each role to fulfill their function and give full play to their respective professionalism.

Taiwan, profoundly influenced by the Japanese manga, has witnessed relatively unidimensional development of comics domestically. Comic professionals in Taiwan, despite their exceptional capabilities, have few development opportunities. The creator summarizes market observations over the years and industry information from editors, while also providing a creation process, with the hope of giving talented Taiwanese comic artists a new direction through this creation.