說服式地圖之空間型矛盾手法表現

Expression of Spatial Contradiction Techniques in Persuasive Maps

曲璽齡(Qu, Xiling)；劉建成(Liu,Chien-Cheng)

說服式地圖 ； 空間型矛盾手法 ； 認知 ； 視覺修辭 ； Persuasive Maps ； Spatial Contradiction ； Cognition ； Visual Rhetoric

商業設計學報

27期（2024 / 03 / 01）

17 - 37

繁體中文;英文

說服式地圖包含諷刺、宣傳或廣告等主題。製圖師透過違背「科學化」製圖原則的地圖圖像，利用貌似具可信度的圖面語言與視覺手法，直接或間接的傳達主觀思想與觀點，調動觀者興趣並促進認知形成。除改變數據可視化的手法外，使用誇張的圖像也是常見形式。故空間型矛盾手法憑藉其「非科學」、「非邏輯」的特點，成為說服式地圖設計的常見形式。本研究彙整說服式地圖理論、地圖認知與空間型矛盾的相關文獻，研討說服式地圖設計中空間型矛盾手法的表現方式與對象。並以CORNELL大學圖書館館藏之PJ Mode收藏之說服式地圖集為案例，使用內容分析法探索矛盾型空間手法的表現形式與主題、構圖及元素之關係，歸納構成空間型矛盾手法的地圖元素與組合模式。透過基礎分析及集群分析，發現空間型矛盾主要體現於地圖圖像與插畫間，刻意的組合排列手法是最為常見的空間型矛盾手法，可對應任意主題及地圖形式，並能與其他空間型矛盾手法相結合，根據表達目的產生不同的組合策略。而空間排列重組手法與複合空間手法因本質差異，難以應用於同一元素。從地圖類別觀察，差異在於一般類及概念類對應之矛盾類型較固定，形式類與元素類則靈活使用雙重矛盾類型。說服式地圖也依據風格及類型，逐漸呈現「科學」與「視覺」兩極分化的趨勢。

Persuasive maps include satirical, propagandistic, or advertising themes. Cartographers defy scientific cartography norms, using visually compelling languages and techniques to express subjective ideas, captivating viewers and aiding cognitive development. This approach often involves altering data visualization techniques and employing exaggerated imagery for emphasis. The study of spatial contradiction, a key technique in persuasive map design characterized by its non-scientific and illogical nature, is central to this research. It involves a detailed examination of persuasive maps' literature, focusing on how spatial contradiction techniques are implemented and their targets. The study uses Cornell University's collection of persuasive maps to investigate the interplay between themes, creation periods, composition, and the use of spatial contradiction techniques. It categorizes the elements and combinations that define spatial contradiction in maps. A notable finding is the primary manifestation of spatial contradiction between map images and illustrations, adaptable to various themes. Different map categories reveal distinct usage patterns: general and conceptual maps tend to employ relatively fixed contradiction techniques, while form and element maps show flexibility, using dual-type techniques. Persuasive maps exhibit a trend towards polarization between 'scientific' and 'visual' styles. This study not only underscores the diverse applications of spatial contradiction in map design but also highlights the evolving nature of persuasive cartography, influenced by both scientific rigor and visual appeal.