非真人角色運用於電視廣告之內容初探

A Preliminary Research of Non-human Characters Used in Television Commercials

余淑吟

《設計學研究》 7卷1期 (2004/07) Pp. 65-84

https://doi.org/10.30105/JDS.200407.0005

摘要

本研究以內容分析法彙整2001-2003年電視廣告「非真人」角色(Non-Human Characters)的運用，試圖透過內容的歸類，整理近來角色在廣告中的外觀、媒材、原創性、宣傳行為以及廣告特定的表現形式(AMOPC)，並依樣本廣告特性提出研究觀點。作者期能瞭解廣告角色類型的運用與廣告表現的組合，可為日後角色廣告設計的利用參考。整理廣告角色的運用參考如下：(1)「擬人」外觀、「動植物」造型、「動畫或插/繪畫」的表現。(2)「主角」或是「與人物、商品組合的配角」。(3)以「宣傳導向」的角色定位，展現「積極」的代言行為。(4)使用於「非耐久財產品」、「感性」、「淺涉」、「趣味幽默」的廣告手法。

關鍵字

角色廣告 ； 非真人角色 ； 電視廣告

並列摘要

This research utilizes the Content Analysis to collect the Non-human Characters of television commercials from 2001-2003. I try to classify the contents including the appearances, materials, promotions and advertising approaches. Specially, I provide my research viewpoints and conclusions to the samples and attempt to understand the types of advertising characters and the use of approaches to be the index for creators furthers. The following suggests:(1) Personification animals presented by animation or illustration (2) To be main actor (3) Promotion-oriented and

並列關鍵字

Character Advertisement ； Non-human Character ； Television Commercial

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