新型態廣告之探索與創作應用以互動廣告為例

Exploration and creative application of new types of advertising Interactive advertising, for example

彭定國

指導教授 ： 鄧成連

國立臺灣師範大學/藝術學院/設計研究所在職進修碩士班/碩士(2012年)

摘要

科技日新月異，無時無刻都有新發明和新事物的產出，廣告更是接觸大眾媒體最直接的項目，早期的傳統廣告最直接也最有效的行銷媒體就是運用電視媒體和報紙雜誌平面媒體。但時代不斷的進步現有近百家的電視頻道和數以百計的平面刊物，已無法有效精準的抓到目標消者。如何因應現代科技、生活習慣的改變和有效運用新型態的廣告媒體，將廣告的訴求變成有效且直接，實為當前廣告重要的課題，也是本研究主要探索的主題。
　　本研究針對的新型態的互動廣告進行探索。研究分為四個部份：(1) 以文獻歸納探討廣告之相關知識和理論；(2) 探討傳統廣告起因和新型態廣告的崛起；(3) 新型態廣告案例探索；(4) 以新型態廣告架構，創作更貼近人們的互動性廣告。本研究目的希望讓廣告更直接傳達至消費者，進而讓廣告發展更加多元化。
　　統整個案研究結果，可歸納一些注意事項及過程步驟的設計流程。個案的研究所得資料結果而製作一款新型態互動式廣告，以“運動飲料＂為題，傳達“解你身體的渴＂及“迅速補充水分＂的訊息，此創作特點使用新的數位技術，發揮廣告互動；創作過程中，藉互動腳本模擬參與者的使用情境及其行為，統整出必要之互動流程及細部設計的項目和設計要點。
　　此研究結論提出廣告創意發想者，應用新型態廣告技術於廣告互動時應注意的要點設計流程：
1.廣告創意發想者需多瞭解新的數位科技的技術 ，並有效地與程式工程師溝通內容，共同溝通可達成的預期效果。
2.廣告素材的運用，應讓參與者有想像空間的氛圍，讓互動技術的特色突顯，帶給參與者好奇及有趣的參與感。
3.依據擬訂廣告策略，並善用新型態廣告的新的數位技術於廣告創意。
4.互動腳本及流程，歸納整合細項設計所需的設計互動重點。
5.依廣告環境及互動程式技術，選擇最佳的設備和位置。

關鍵字

平面廣告 ； 新型態廣告 ； 廣告媒體 ； 廣告創意 ； 互動廣告

並列摘要

Rapid technological advances, has the output of new inventions and new things all the time, advertising is the most direct project exposure to mass media, the most direct and most effective marketing of the early traditional advertising media is the use of television and print media of newspapers and magazines. But the era of continuous progress has nearly a hundred television channels and hundreds of plane publications, has been unable to effectively and precisely caught the goal of elimination. Response to modern technology, lifestyle changes and effective use of new types of advertising media, advertising aspirations to become effective and direct, real important for the current advertising issue, but also the main theme to explore.
　In this study, a new type of interactive advertising to explore. The study is divided into four parts: (1) to explore advertising-related knowledge and theoretical literature summarized; (2) to explore the traditional advertising causes and the rise of new types of advertising; (3) new types of advertising case to explore; (4) to new state advertising structure, creating closer to the people of interactive advertising. The purpose of this study allow advertisers to directly convey to consumers, thereby allowing the advertising development of a more diversified.
　System throughout the case study results can be summarized as the design process some of the considerations and process steps. A case-by-case study data results produced a new type of interactive advertising, "sports drinks", convey "to understand your body's thirst," and quickly add water "message, this creation features using the new digital technology. play advertising interactive; the creative process in the context of use by the interactive script simulation participants and their behavior, the integration project and design of the interactive process and detail design of the necessary points.
　This research conclusions advertising creative thinking, should pay attention to the points of application of new types of advertising advertising interactive design process:
1.An advertising creative thinking need to know more about the new digital technology, technology, and communicate effectively with program engineers within Common communication can reach the desired effect.
2.The use of advertising material, should allow the participants to imagine the atmosphere of space, so that highlights the features of interactive technology, with Curious and interesting to the participants a sense of participation.
3.Based on the formulation of advertising strategies, and take advantage of the new digital technology, new types of advertising creative advertising.
4.Interactive scripts and processes, inductive integration of fine design the required design interactive focus.
　According to the advertising environment and interactive program, choose the best equipment and location.

並列關鍵字

print ads ； new types of advertising ； advertising media ； creative advertising ； interactive advertising

參考文獻

梵志育（1993）《廣告學新論》。台北：三民書局。

楊朝楊（1995）《廣告戰略》。台北：朝陽堂。

耿慶瑞（2001）。互動廣告與傳統廣告效果之比較，即將出刊。資訊管理研究

萬文隆（2004）深度訪談在質性研究中的應用。生活科技教育月刊2004年37卷第4期，頁17-23。

王彩雲（2007）。數位時代下平面媒體轉型之策略模式研究，未出版之碩士文。國立政治大學。台北