Research and Creative Design for Taipei image advertising： The“Ideology Style”

[[abstract]] In this research, we used the semiology to discuss the performance of print advertisement with visual design in Sunrise Department store. The research is aimed at the relationship between visual symbol and its meaning. Besides, we apply the analysis of semiology and the research of print advertisement design to confer this issue. We also liked to figure out the application of the print advertisement in Sunrise Department store to construct its ideology style. We based on this result to proceed with the examination. There are two main parts of this research: (1) we attempt to use the semiology to understand the effects of visual symbol to consumers and the application of ideology and print advertisement. In the meanwhile, we took the print advertisement of Sunrise Department Store as example to analysis the application of the visual symbol and discuss what the design element is of the ideology style in Sunrise Department Store. (2) Based on the result of the first part, we analysis it and proceed examination. According to the culture of Taipei city and the method the Sunrise Department Store performing the ideology style with print advertisement symbol, we took it as the core concept of the city promotion poster. Through the analysis of the works in first part, we can find out that there are regulatory and consistence of the usage of visual symbol in print advertisement of Sunrise Department Store. For example, we often choose the duality style of image symbols; we usually use self-color or the strong conflict to contribute the old-school atmosphere; we use the image method to arrange the characters on the edge of a scene. Even it is indistinct and uncontained, but still cause resonance on general visual image and article and fix with the ideology style presented by the article. It will attract attention and let the people to rethink the meaning deeply. Therefore, we combine the semiology reference and the print advertisement cases as our creative basement. We took The “Taipei City Department of Cultural Affairs” as our advertising target and make the six parts of our life style, such as food, clothing, housing, transportation, education and entertainment as our main theme. Based on this, we developed the posters to promote the image of Taipei city to verify the design works which fit out research subject.