台灣數位顯示器戶外廣告研究暨溫雅惠視覺傳達設計創作發表-- 主題: NET 2007春夏系列--

Outdoor Advertising on Digital Signage in Taiwan &Creation of Visual Communication Design by Wen Estelle, Subject: NET 2007 Spring-Summer Series.

溫雅惠

指導教授 ： 蘇茂生

國立臺灣師範大學/藝術學院/設計研究所/碩士(2005年)

摘要

略述台灣廣告發展經過，廣告媒體的變遷，和未來發展的方向。
運用圖表分析「2004年世界第一大戶外廣告業者JCDecaux」的經營策略。
敘述台灣各大學「e 世代人才培育計畫」推動的情形。
描述戶外數位顯示器 ( Digital Signage)的類型、廣告目標與功能，並對台北市重要設置地點，作實地勘查和研究。另外，針對注目者與廣告目標的視覺接觸，也以圖表做效益理論之印證。
筆者為創作視覺傳達設計，除對商品性格與廣告風格作關鍵性分析，另對廣告創作之「蒙太奇MONTAGE」、剪接、分鏡技術亦有所著墨。

關鍵字

數位顯示器 ； 廣告 ； 視覺傳達 ； 創作 ； 設計 ； 影片

並列摘要

In the first place, this study summarizes the history of advertisement in Taiwan and the transition in the advertising medium. It also outlines the possible direction that the advertising development might take in the future.

Secondly, various charts are used to illustrate the strategy taken by JCDecaux, the world’s largest outdoor advertisement agency. Other charts are also applied to describe the advance of the “E-Generation talent training program” at Taiwan’s universities.

Further chapters depict the types of digital signage, the objectives and fuctions of advertisement. A field study was carried out to analyse the strategic locations for advertisement in Taipei City. Moreover, additional charts were made use of proving the beneficial results theory aimed at the visual contacts between the viewers and the advertisements.

In order to create a design of visual communication, a profound analysis on products’ characteristics and advertisement’s style was constructed. Meanwhile, a thourough study on the montage, editing and storyboard about the artistic creation in advertisement was also put in examination.

並列關鍵字

digital signage ； advertising ； visual communication ； creation ； design ； film