「擬人化」角色圖像流行現象之分析研究－「角色經濟」的詮釋與設計

近年來，卡通與動畫角色由人物轉向以動物「擬人化」角色為主之現象日益遽增，獲得許多賣座紀錄；另一方面隨著科技的進步，「擬人化」圖像也隨之應用在即時通訊應用軟體的系列貼圖中，成為此通訊軟體之特色，並掀起貼圖風潮，貼圖角色進而形成一股龐大的「角色經濟」市場，「擬人化」流行現象乃值得探究與思考。本研究彙整古代東西方各文明古國之神話與傳說中「擬人化」存在現象，以釐清「擬人化」在歷史文化上之流變。在動畫角色圖像則以認知心理學、圖像學與符號學相關理學探討動畫角色符號意象與圖像視覺心理之相關性。此外，即時通訊應用軟體之貼圖圖像，導入社會心理學與流行文化社會學為論述架構，進而探究LINE貼圖符號之社會人際互動表現與貼圖次文化現象。綜合上述進行視覺設計手法與圖像意象間之分析，期許能提供日後相關「擬人化」角色設計者進行開發設計時之建議。其研究重點如下：

（一）依據文獻探討，古代「擬人化」圖像的意義通常來自文化以及經驗的累積所構成，屬於心理需求與精神上的寄託。自古至今，人們相信萬物皆有靈，在宗教祭祀上出現許多將動物人格化之神像，便可知「擬人化」神祉在宗教信仰的重要性。


（二）臉部表情運用、肢體動作表現、「擬人化」服飾及動物特有表徵，皆為構成「擬人化」角色設計之重要元素，依照各種不同的表現程度，「擬人化」的外顯程度也有所不同，其表情的設計皆以人物作為主要參考，使民眾在視覺更易於引起共識與情感共鳴。人們對於「擬人化」產生認同感，除了因賦予其動植物／器物具有人性特質，故事場景與編排亦使觀眾對於「擬人化」角色留下深刻印象、成為在畫面中產生共識性之元素。

（三）LINE貼圖受到群眾認同之因素為「擬人化」貼圖符號和象徵皆具有其社會情境、職業身份、心情與情緒等含義。其結構不同於一般的文化，在於以流行的形式，不受限於地區、時空背景，卻能緊密地和實際地環繞著人們的社會生活。民眾藉由貼圖的方式分享、傳達自身心情以及顯示當下情境表達之圖像象徵，聯絡彼此情感並為對話內容增添趣味性。

（四）「擬人化」角色圖像設計原則歸納為以下三點：1.擬人性，將動植物與非生物賦予人類的豐富的五官表情與肢體語言。2.誇張性，角色的表情與肢體動作的誇飾性，塑造出的角色形象更為明確，容易使人留下深刻的印象。3.獨特性，任何的角色設計在被創作時，都需有著獨一無二的外形或特徵與鮮明的性格設定。

Presently, due to the phenomenon that animation characters change personage into animal personification gradually, and this kind personified animation has been rewarded. On the other hand, because of the well developed technology, the personified images have been applied on picture posting in application software of instant message. It has been characteristic for the application software, and been all the rage. This tendency is worth to study. The research collects and organizes legends and myths of the East and the West in ancient times to clarify development and change of personification in history. This studying analyzes the relation between symbol imageries and image visual psychology about the image of animation characters by cognitive psychology, iconology and semiology. In addition, the construct of discourse by social psychology and sociology of fashion for the picture posting in application software investigates societal interpersonal interaction and subculture of the picture posting. In conclusion, to conclude or in view of the above, analyzing the visual design and imagery provide suggestions for creator to design animal personification. The dissertation with an emphasis on four points: (1) Far back in history, the meanings of personification image come from culture and past experience that belong to mental demand and spiritual commitment. Then and now, people believe animism deeply, so people very respect and rely on gods of animal personification in religious celebration. (2) Facial expression, body language, dress and personal adornment and animal characteristic are important elements for character of personification. These expressions are different and the outside degrees of personification are different, too. Besides, the scene in story is also an important element that let audiences have impression in their mind. (3) LINE picture postings are approved of people, the reason is the symbols and emblems have some meanings which are social situation, occupation and mood. LINE picture postings are unlimited in locality and space, people can send anywhere and anytime, if they want. And it also brings more interesting in the conversation. (4) The design principle of personification characters can be classified three points: First, personification, give human facial expression and body language to animals/plants. Second, exaggeration, people have a deep impression easily on the characters which have facial expressions and body languages. Third, uniqueness, any characters all needs a unique appearance/ characteristic and definite personality.