How Commercial Images Provoke Emotion?

商業攝影如何喚起情感意象？

洪祺森(Chi-Sen Hung)

《設計研究學報》 5期 (2012/07) Pp. 40-54

https://doi.org/10.29701/JDR.201207.0004

摘要

本研究聚焦於探討商業影像如何引起消費者的情感意象，以及認知處理過程與結果。研究規畫的實驗乃藉由紙本影像的情感意象分堆任務以及放聲思考法，蒐集消費者在處理情感意象時的策略。從研究分析結果得知，當人們在瀏覽商業攝影時，共有14個情感喚起因子影響著人們的情感意象結果。這些因子則在不同情感類型的影像條件下，有著不同程度的影響。此外，當人們在面對不同認知處理深度的影像情感類型時，也將採用不同的資訊處理策略。這樣的研究結果可提供研究者、攝影者、學生對於影像閱讀者的認知處理歷程更進一步認識。

並列摘要

This research aimed at investigating how commercial images provoke consumers' emotions and their cognitive processes when observing images. An experiment was designed to explore image readers' strategies when processing emotional imagery during sorting task of images. Analysis results revealed that there were 14 emotional imagery-provoking factors that could influence emotional evocation when viewing advertisements. These factors had different effects on viewers when viewing different emotional category images. Moreover, individuals used various strategies to process different imagery emotions at different levels of cognitive process. These findings could provide future researchers, photographers, even students further understanding regarding image viewers' cognitive processing.

並列關鍵字

Imagery-Provoking ； Commercial Photography ； Cognitive Process

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