메타포 포스터의 내러티브 디자인 연구

In recent years, the rapid development of human society, it has caused a huge threat to the earth’s ecological environment, animals and plants. As the world’s largest independent non-governmental environmental protection organization, WWF has been committed to environmental protection. This article aims to analyze WWF posters through metaphor and narrative, provide designers with design methods and suggestions for public welfare posters, and promote the design effect and social value of public welfare posters. At the same time, it establishes a theoretical framework for metaphor and narrative, providing a theoretical and analytical basis for subsequent related research. Through the theoretical investigation of metaphor and narrative, this study summarizes two characteristics and three types of metaphor in poster design. Among them, posters with similarity are fusion type, and posters with oppositeness are contrast or juxtaposition type. Through the narrative concept, posters are divided into first-person narrative and third-person narrative, and an analysis framework is established based on the above theoretical concepts. In order to analyze the objectivity, ＦＧＩ survey and case analysis were carried out on the collected posters, and it was concluded that the public welfare posters with first-person narration are mostly similar, while those with third-person narration are mostly opposite. Secondly, the characteristics of the first-person narrative are more diverse and rich, while the third-person narrative is relatively single. Overall, WWF is the most widely used as the most widely used for the poster of the U.S. poster is the most widely used. The poster of the first personality of the introduction of similarity and confrontation technology is more diverse.