數位促動廣吿視覺設計表現之探討

隨著媒體科技技術的發展，傳統四大媒體已不符合傳播市場的現況，網際網路成為了「第五大媒體」，企業與消費者溝通方式由單向說服溝通轉變為雙向引導互動溝通，行銷策略也以消費者需求為主要導向。此趨勢發展之下，促動廣告成為新興的廣告手法，表現形式隨著時間不斷演進而日趨豐富多元。廣告中視覺元素的使用，是影響數位促動廣吿成功與否的重要條件。為了研究廣告表現與素材對於數位促動廣告的傳播與溝通效益影響，本研究以案例研究法，針對近十年國外得獎之數位促動案例進行分析探討。研究歸納結果可以發現，由創意發展出視覺表現元素的選擇，主要是依據市場分析與消費者洞察，再考量其應用於媒體上的延展性、數位操作的可行性與話題性等評估後執行。不論運用何種視覺元素，如企業標誌、汽車影像、起霧的鏡子、球衣號碼等，都是與目標溝通對象具有關聯性的。如此能引起受眾的興趣、產生共鳴的視覺元素，當傳播策略進入數位操作階段時，便能誘導消費者進行互動，數位促動廣告就能成功產生溝通效應，更進一步在社群媒體上傳播發散。

關鍵字

數位促動廣告；促動廣告；視覺設計表現

並列摘要

As media technology is developing rapidly. Traditional media was no longer suitable for the current situation of the communication market. New media such as the Internet has become mainstream media. The communication between enterprises and consumers has changed from unidirectional communication to reciprocal communication. Marketing strategies are also mainly oriented to consumer demand. Under the media development of this trend, activation has become a new advertisement format, and the manifestations of advertising are very diverse. The visual elements in advertising is an important condition that affects the success of digital activation. In order to know the impact of advertising performance and materials on communication benefits of digital activation, this research uses a case study method to analyze the global award-winning digital activation cases in the past ten years. According to the research results, the selection of visual design performance elements developed from creativity, which is mainly based on market analysis and consumer insights. And then considers its scalability, feasibility and topicality in digital media. No matter what visual elements are used, such as corporate logos, car images, foggy mirrors, jersey numbers, etc., they are all relevant to the target communication. Those visual elements that can arouse the audience's interest and emotional resonance. Finally, communication strategy enters the stage of digital operation, and digital activation can successfully generate communication effects and further spread in social media.

並列關鍵字

Digital Activation ； Activation ； Visual Design Performance

主題瀏覽