平面廣告視覺表現設計研究與創作

The Research and Creation of Advertising Expression and Visual Design on Graphic Advertisement

劉思慧

指導教授 ： 鄧成連

國立臺灣師範大學/藝術學院/設計研究所/碩士(2012年)

摘要

本研究透過文獻，整理平面廣告視覺表現之類目，以案例分析法分析時報廣告金像獎第31-33屆之得獎廣告，並透過個案訪談法，訪談得獎設計者，以理解廣告之製作過程與創作理念。在案例分析中發現（1）感性訴求廣告佔大多數，理性廣告則較少；（2）在表現形式中以幽默訴求與象徵比喻兩種佔多數，其次依序為意識形態、恐懼訴求、性訴求，而描述生活形態與比較型兩種理性表現形式廣告則最少；（3）插圖形式以攝影電修使用最多，其次依序為插畫插圖與攝影插圖；（4）視覺焦點編排形式以圖片類標準型廣告最多，其次為全圖面型，文案類廣告數量則較少；（5）圖文關係以圖文呼應類廣告最多，其次則為圖文重覆，而圖文相佐、圖文重疊之廣告類型較少。
個案訪談則發現，廣告最大差異來自於廣告是否有前端企劃的整體規劃與調查，而差異點主要反映於消費者定位與廣告目的上。沒有經過企劃端的廣告消費者定位較模糊，廣告目的也多偏向鞏固或建立品牌形象；有經過企劃端之廣告，廣告主參與廣告設計較多，消費者定位明確，在訪談的個案中此類廣告的廣告目的分別為刺激消費與宣傳活動，但廣告的視覺表現與創意則無顯著影響。
依前述研究結果創作「安迪捐贈發票」與「電子發票愛心碼」兩個廣告系列稿，在創作的過程中發現，研究所得之分類項目可應用於創作時之選擇參考，但廣告仍以合適的呈現創意與概念為主。

關鍵字

時報廣告金像獎 ； 平面廣告 ； 視覺表現 ； 廣告表現 ； 廣告創意

並列摘要

This research has classified visual representation categories in graphic advertisement by a literature review of the winning advertisements from 31st to 33rd Times Advertising Awards Annual. For a clear understanding of the advertisement creation process and concepts, the author has done an in-depth analysis of each case and interviewed the designers. The analysis result indicates that (1) Emotional appeal advertising has accounted for the majority, rather than rational appeal advertising, (2) Humor appeal and metaphor are the often used expression styles before ideology, fear appeal and sex appeal. As for describing lifestyles and comparison the two rational appeal advertising, they are rarely used in the cases, (3) For illustration types, it comes first the technical illustration, then the drawings and photographs, (4) In terms of the visual focus, designers mostly adopt the standard-picture than the full-picture arrangement, with copywriting comes the last and the least, (5) As for the picture-headline relationship, interaction comes before the repeating method, whereas metaphor and overlapping are not often used in the cases.
The case interviews also indicate that the advertisement diversity depends heavily on the front-end marketing plan and investigations. And this diversity is mainly reflected on the consumer positioning and advertising purpose: without a marketing plan, an advertisement’s consumer positioning is rather vague and the advertising purpose is limited to strengthen or build up the brand image; for well-planned advertisements, the advertisers are more involved in the advertisement design and the consumer positioning is clear. As in cases investigated in this research, these advertisements are often used to stimulate consumption and promotion activities. However, it has not much to do with an advertisement’s visual expression and the creativeness.
According to the mentioned research result of the two series advertisements “Andy’s Donation of Invoices” and “The E-Invoice Donation Code”, the classifications organized by the research institute can be applied during the creation process. However, advertisements are still recommended to be presented by appropriate creativeness and concepts.

並列關鍵字

Times Advertising Awards Annual ； graphic advertisement ； visual expression ； advertising expression ； creative commercial

參考文獻

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趙飛帆（2009）。符號學應用於平面廣告創意與視覺風格之影響—以泰國、日本、台灣為例。未出版之碩士論文。國立臺灣師範大學設計研究所碩士論文。臺北市。