《仙履奇緣》童話海報之意象調查研究

A Survey Study of Images in Cinderella Posters

陳彥甄(Yan-Chen Chen) ； 楊清田(Ching-Ting Yang)

《藝術論文集刊》 13期 (2009/10) Pp. 117-140

https://doi.org/10.29480/CPAR.200910.0006

摘要

本研究即希望藉由調查童話故事動畫海報之心理感覺（意象），瞭解一般消費者對童話故事之感受差異及差異因子。本研究依據前階段之問卷調查最受女性喜愛的童話故事《仙履奇緣》為調查主題，以迪士尼《仙履奇緣》動畫電影海報為樣本。本階段將進一步應用語意分析(SD)法，探討《仙履奇緣》海報之意象認知；研究以立意抽樣法，抽選6張海報樣本，篩選12組意象形容詞語彙，以7階尺度作問卷；受測對象為38名（男女各半）。研究結果因素分析共有四個因子分別為「評價性、獨特性、童稚性、幻想性」。時代性影響意象反應；背景變項對意象反應部分有差異。

關鍵字

童話故事 ； 意象 ； 語意分析法

並列摘要

This paper attempts to explore general consumers' perceptions of fairy tales and factors behind their perceptual difference through a survey on psychological impression (images) of fairy tales. The survey was focused on Cinderella, the most popular fairy tale among female respondents to a survey in the previous research stage. Posters of the Disney Animation ”Cinderella” were selected as research samples. In this stage, semantic differential (SD) was applied to investigate respondents' perceptions of images in Cinderella. 6 posters and 12 adjectives were selected using purposive sampling. The questionnaire designed on the basis of 7-point scale was then administered to 38 respondents (males and females in equal proportions). Through factor analysis, 4 dominant factors were obtained, including ”evaluative, unique, childish, and imaginative”. The time factor affects reflections of images, and respondents' perceptions of some images differ by background variables.

並列關鍵字

fairy tale ； image ； semantic differential SD

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