- 學位論文
有效產出具可靠度之腳本架構 –以商業微電影製作為例
An Effective Method to Produce a Reliable Script Structure-A Commercial Short Film Production as an Example
摘要
商業微電影是現今數位時代裡非常重要的一環，不論是廣告、形象、行銷，都是商業影片所涵蓋的範圍；透過網路和媒體的行銷，能夠快速地將訊息傳播至全世界，但面對數位媒體行銷的快速變遷，品牌更要懂得掌握時間來給予消費者時效性的需求；而在這時，商業腳本的有效產出成為了一大關鍵。 本研究目的為建立商用微電影影片腳本的方法論，本方法論將包含「桂氏三角形定位模組」及「曼陀羅思考法」；藉由文獻探討後歸納出創作設計原則構成，以桂氏三角形定位模組整合出產品定位、市場定位、傳播定位後，加以融入腳本中，以有效產出具可靠度之商用影片腳本方法論。由腳本基本架構評估檢視此系統的優劣與改進，進一步將此腳本系統優化成有效創作的輔助工具並且加以應用於腳本創作上。
並列摘要
The commercial short films play very significant part in the digital age currently. Whether the advertising, image, or marketing, the commercial films can cover them up. Through the internet and media marketing, the information can be quickly spread to the world. However, with the rapid changes in digital media marketing, the brands must know how to manage the time in order to give consumers what they need timelessly. At this moment, the effective output of business scripts has become an important key. The purpose of this research is to establish a methodology for commercial short film scripts. This methodology will include the "Gui's Triangle Positioning Module" and "Mandala Thinking Method." The creation and design principles are summarized through the literature discussion. After applying Gui's Triangle Positioning Model, it integrates product positioning, market positioning, and communication positioning. Those elements are integrated into the script to effectively produce reliable commercial film script with the methodology. The pros and cons and improvements of this system are reviewed from the basic framework of the script. The script system is further optimized into an auxiliary tool for effective creation and applied to script design.