廣告圖像構成型式對消費者認知之研究

The Impact of Advertising's Constructive Patterns on Consumer's Perception

翟治平(Jhin-Ping Jain)

《高應科大人文社會科學學報》 6卷1期 (2009/07) Pp. 29-48

https://doi.org/10.29888/KUASJHSS.200907.0002

摘要

商品透過廣告視覺呈現將訊息傳達給消費者，並藉由廣告圖像之構成型式設計來吸引消費者注意，畢竟圖像設計早已成為現今媒體最為有效的傳播途徑。本研究探討廣告圖像構成型式之視覺型式操作，對消費者注意力與喜好度的差異性。本研究經文獻資料歸納出廣告圖像構成型式之設計類目，包含：平衡、調和、對比、反覆、漸變、韻律、比例、留白、秩序。請專家以KJ法分類廣告圖像構成型式設計類目之樣本，經實驗結果發現：（1）在注意力上，非設計科系學生比設計科系學生對於調和型式的廣告有較高的注意力；設計科系學生比非設計科系學生則是對留白的型式有較高的注意力，二者均具有顯著差異。（2）在喜好度上，非設計科系學生對於平衡、調和以及對比型式的廣告，均比設計科系學生來得高，且達顯著差異。藉由此研究結果，以便供設計師與相關研究者於廣告設計領域中，作為建立新的參考依據與發展之基礎。

關鍵字

廣告圖像 ； 構成型式 ； 注意力 ； 喜好度

並列摘要

The present study is an experiment design to examine how the constructive patterns of advertisings are likely to affect the attention and preference of consumers. Some basic patterns are identified based on lit. review, including: balance, harmony, contrast, repetition, gradation, rhythm, proportion, white space, and order. Samples of advertisings are grouped (by KJ method) in accordance with the patterns. It is found that students with no design background have a significantly higher degree of attention in the harmony-based advertising than those with design background. In contrast, design students have a higher degree of attention than non-design students in the white space-based ad. In terms of preference, non-design students have a significantly higher degree of preference for balance, harmony, and contrast advertisings.

並列關鍵字

advertising picture ； constructive pattern ； attention ； preference