廣告明信片之創作與研究

廣告明信片是一種具推銷功能的廣告物，其插圖及內容經常設計為海報的縮小版或擷取海報的局部設計表現上與海報相似，但面積較小，無法針對主題做詳盡的描述，因此只做重點式的傳達，廣告明信片常被業主用來促銷訊息的告知，或作為折價卷、贈品兌換之用。廣告明信片可免費索取，它不同於傳統明信片，沒有制式的規定，卻有多樣的設計形式；亦有別於傳統的廣告媒體，以通路屬性來作為消費者區隔的特殊戶外媒體，透過分析消費者與通路點之關聯，精準的將廣告訊息散佈於需要之消費群必經之處，其印刷品質優、紙張嚴格選取，並結合時尚、創意、設計，讓消費者自發性索取廣告，再轉寄給朋友或收藏，讓新訊息不斷傳遞，增加曝光度，明信片具有許多特色和功能，使得廣告明信片成為近年來新興的廣告媒體。廣告明信片依其形式可分成四大種類，有基本卡、摺疊卡、套卡、特殊卡，而依廣告類型則有眾多種類，例如休閒場所類、產品類、活動類、公益類，其範圍相當廣泛，可適合任一類型之廣告。筆者透過文獻分析及專家訪談，並依據索取廣告明信片之消費群，以虛擬劇場之廣告為設計主軸，以流行、時尚、科技、人文為故事主題，並以超現實主義為風格，運用手繪插畫及電腦繪圖，創作藝術性之廣告明信片。

關鍵字

郵件廣告；廣告明信片；手繪插畫

並列摘要

The advertising postcard, also known as the “cool card”, is a variation of the conventional postcard that is available to the general public free-of-charge. Although with its brief history in Taiwan, the advertising postcard comes in as many as five different types: standard card, discount voucher card, foldable card, collectables card, and various other customized cards. The advertising postcard is often designed to complement promotional posters or as standalone small-sized posters themselves. They are commonly used for transmitting information, collection, offering discount, and mailing purposes. Due to its high quality prints combined with fashionable, creative, and artistic designs, consumers pick up the postcards when they come across them with eagerness; the majority being between the ages of nineteen to twenty-five. Advertising postcards are readily found on dedicated shelves today, providing an assortment of advertisements and information. Ad owners are able to choose where they wish to place their postcards according to their target market, maximizing the effectiveness of their marketing campaign. It is because of this that advertising postcards have become the new advertising media in recent years.