台灣北區交通廣告視覺意象研究

A Study of the Image Recognition of the Vehicle Advertisement in Northern Taiwan

謝佩芯(Pei-Hsin Hsieh) ； 楊清田(Ching-Tien Yang)

《商業設計學報》 13期 (2009/11) Pp. 19-36

https://doi.org/10.29514/TJCD.200911.0002

摘要

公車是行駛在人潮擁擠的馬路上，當車廂在移動中，是否能完全傳達出廣告者的訴求？是值得探討的問題。大部分的廣告主都想衡量廣告的溝通效果，以及廣告表現對知曉、知識或偏好的潛在影響與銷售效果，但總覺得太難衡量。本研究旨在針對北部地區公車車廂外廣告，進行視覺表現類型與意象探討。研究透過文獻探討、集群分析法、來了解視覺表現之類型，使用語義分析法、因素分析等方法，分析比較與歸納車箱外視覺表現的意象。研究發現，視覺表現可歸納為名人證言式、生活情感式、語意比較式、卡通-動畫式、戲劇化表現式、示範式等六種，其中以示範式的表現為最多。另外，意象的特徵包含三種因素，分別為現代性、設計性、美感性。意象不明顯的有：創意、活潑、美的、搶眼、個性化、趣味、優雅，較具明顯的意象有：直接、傳統、商業、理性等。在受測者屬性部份，意象較不受性別差異影響，然而在專業背景方面，設計背景與非設計背景的受測者，特別在抽象、藝術與美的意象觀感上差異較大。本研究試圖分析目前公車車廂外表現類型，及其意象探討，將可提供消費者、廣告設計者或廣告業者參考。

關鍵字

公車車廂外廣告 ； 視覺表現 ； 廣告意象

並列摘要

Bus advertisement is highly restricted by environmental elements, areas and moving speed. Most advertisers want to evaluate several things created by advertisements -communication effect, sales effects and the potential influence on awareness, knowledge and preference. But it is very difficult to do the measurement. This study is focused on the Bus advertisements practice in Taipei and to proceed a deeper study on the types of visual effect and images. First, the literature review and clustering analysis are used for interpreting the type of visual effects. Second, the tool of Semantic differential scale and factor analysis are used for the image of advertisements analysis. The visual effects are lumped into 6 categories. They are Figure proof style、Emotion style 、Abstract style 、Cartoon style 、Dramatic style 、and Fugleman style. Especially found that the Fugleman style is the most popular in design practice. The Dynamic、Courtlike、and Simplification three key factors are segregated. The finding of this study shown that the image of Creative、Appealingly、Alertness、 Popular、Esthetic are the most significant amount the 6 visual effects. However the Commercial、Abstract have shown less significance. Besides, The visual effects has no impact from gender difference. In addition the respondent with/without design background that caused difference on the two images of abstract and art.

並列關鍵字

Bus advertisement ； Visual effects ； Image Recognition

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