مطالعه جناس بصری در طراحی گرافیک و کاربرد آن در طراحی پوسترهای اجتماعی مقاله

موضوع این پژوهش، مطالعه جناس بصری در طراحی گرافیک و کاربرد آن در طراحی پوسترهای اجتماعی است. جامعه هدف در این تحقیق، پوسترهای اجتماعی طراحی شده در کشورهای عضو اتحادیه اروپا است که در سالهای 2000 الی 2014 طراحی شدهاند و طراحان جناس را دستمایه اصلی برای خلق اثرشان قرار داده‌اند. ازاین‌رو با نمونه‌گیری هدفمند تعداد 30 پوستر که دارای بیشترین متغیرهای مورد بحث در تحقیق بودند، به‌عنوان جامعه نمونه، انتخاب شدند. پژوهش حاضر به‌منظور شناسایی و تحلیل ویژگی‌های جناس بصری در پوسترهای جامعه و در پی پاسخگویی به سؤال چگونگی کاربرد آرایه جناس در ابن پوسترها است. تحقیق حاضر از نظر هدف، کاربردی و از لحاظ ماهیت توصیفی- تحلیلی است. ابتدا پوسترهای جامعه نمونه با استفاده از کارت مشاهده محقق‌ساخته مورد بررسی قرار گرفتند، سپس دادههای به‌دست آمده از کارت مشاهده پس از تبدیل به جدول‌هایی، توصیف و تحلیل شدند. مهم‌ترین یافته‌ها نشان می‌دهند که استفاده از جناس بصری در طراحی پوستر، برای موضوعات گوناگون به‌ویژه موضوعات اجتماعی، انتخابی هوشمندانه است چراکه یک راه حل خلاقانه در خلق اثر است و با ترکیب کارکرد بیانگر، ساخت کانونی و حروف تایپی می‌تواند باعث ارتباط سریع با مخاطب، جلب توجه او و انتقال سریع پیام اثر شود.

The eloquence of the language and the art of communication made effective communication between ideas. As poets and writers transform the concepts and ideas into words, graphic designers also convert these concepts and ideas into visual play and try to influence and remain in the mind of the viewer, so their performance can be considered a rhetorical performance. So with a little bit of tolerance, we can look at the process of creating a visual work in the process of creating a literary text. Pun is one of the rhetorical branches of the language, and it is referred to as two words that are similar in writing or verbally different in meaning. The subject of this study is the visualization of visual puns in graphic design and its application in the design of social posters. In this research, first introduced the rhetoric and its variants, then defining the pun and its types, visual pun and its application in graphic design were investigated. The purpose of this research is to study the use of visual pun, visual quality, and the relationship between Image and text on sample posters. The present study is based on the nature of an applied research and has used descriptive and analytical methods to generate and analyze data. That is, at first, all samples collected using the researcher-made viewer tool have been investigated. The data obtained from the questionnaire were described and analyzed after being converted to fourt tables. The target community in this study is all posters designed with social themes that are in the European Union and its member states during the 2010-2014 period, and designers in designing these posters to draw attention and persuade the audience from the visual pun as one way to get creative is to use it. In this situation, the extent of population in the target society is unclear and the characteristics of the main population are not known, the selection of sample components is based on the criteria considered by the researcher. These criteria are determined by the content of the samples and based on the relevance and usability of the assumptions of the research. Therefore, 18 posters have been selected as the sample population of this study due to having the most variables in the research questions, which are designed by the authors as observational cards. The studied variables in these samples, according to the goals and questions of the research, how to use the array of punches in them, the study of the visual characteristics of the message and elements in the visual and visual field, as well as the methods of representativeness and its types (photography, graphic design, The design of the letters used in these posters. The theoretical framework in this research has been determined based on the semiotic approach of Pahlavan (2008) and (2005). Therefore, the view card used on this framework is emphasized. The most important finding of this study is that visual pun can be used as an innovative solution for creating imaginative graphic design works that are also impeccable.