公益廣告圖像中的情緒訴求與運鏡構成對認知影響之研究

Impacts of Emotional Appeals and Camera Views on Viewers' Cognition in Public Service Advertisements

翟治平(Jhin-Ping Jain)

《高應科大人文社會科學學報》 7卷1期 (2010/07) Pp. 49-69

https://doi.org/10.29888/KUASJHSS.201007.0003

摘要

公益廣告是一個國家對其公民進行廣泛教育的一種方法，亦是國家價值理念、文化理念、道德倫理的集中反映，並進而獲取良好社會效益的宣傳管道。本研究旨在探討公益廣告圖像中，不同的運鏡構成對閱聽人認知的差異為何。本研究以近十年之時報廣告金像獎中的平面公益廣告共112張為採樣樣本，採用專家法與問卷調查法來探討情緒訴求（正面、中性與負面）vs.運鏡構成（近距離、中距離與遠距離）對閱聽者之注意力與喜好度的認知差異。其結果如下：1.負面情緒的公益廣告圖像，比正面與中性兩種情緒要更引人注意。2.負面情緒的近距離畫面最易引起閱聽者的注意。3.從注意力和喜好度整體上來看，男女生對近距離畫面都會產生注意，卻不會產生喜好感，反而會有不喜歡的情形。4.就讀系別在注意力方面差異性並不大，但在喜好度部分，不管是設計還是非設計，皆對近距離畫面產生不喜歡的感覺，但對於遠距離畫面則是呈現出喜歡的反應。

關鍵字

公益廣告 ； 廣告圖像 ； 情緒 ； 運鏡

並列摘要

The present paper attempts to examine whether the emotional appeals (i.e., positive, neutral, and negative emotions) and camera views (i.e., long shot, mid-range view, and close-up) in the public service advertisements (PSA's) will have different impacts on the cognition of the viewers, in terms of attention and preference. The results show that close-ups, in positive as well as negative emotions, are more likely to attract viewers' attention, and that negative emotions in general are more likely to attract attention. It is also found that longs shots with positive as well as negative emotions have a higher degree of preference, and that close-ups with positive as well as negative emotions have a lower degree of preference. Generally speaking, there are no statistical differences between male and female viewers, in terms of attention or preference. The differences between students with design background and without design background, in terms of attention and preference, are also minimal.

並列關鍵字

public service advertisements ； advertising picture ； emotion ； camera views