平面廣告創意與應用之研究

本研究是從創意思考方法的觀點，探討應用於平面廣告設計的創意激發之適用性研究。設計是個講求創意的活動，此乃毋庸置疑的。一件設計作品能否引起注意，達到或創造更好的境界，端看創意是否符合社會趨勢與潮流所需，提供更完好的解決之道。比爾．蓋茲曾在他的書中寫道：「現代人要成功，最重要的是－創意及永不服輸的毅力。」努力須賴持之以恆，貫徹始終即是。創意呢？要如何具體的討論「創意」？雖知，創意對現代設計者來說是相當重要。不過，設計中的創意思考、腦部活動的操作過程、轉換機制卻如同煉金或魔術般神秘，是暗箱操作的。那麼，如何將原本沈睡在腦中的「創意」喚醒？如何將這「創意」轉成具有「銷售力」及「影響力」的設計或廣告？因此，本研究以此觀念為基礎，概括性地推衍出創意思考的實行步驟。藉由文獻探討與實際案例研究進行驗證，以尋求創意思考法對平面設計激發之成效性，將創意與正確的廣告策略做結合。並以案例進行比較與欣賞，觀察從創意起源而設計過程到成果的呈現，探討廣告設計的創意取材之可行性及重要性。討論點子怎麼產生、怎麼醞釀、怎麼與造形美感聯繫在一起的。個人將以上整理所得，付諸視覺化。以時事類與運動類的海報設計為主題，審視商業與公益性之設計創意思考差異，並探索其間的關係。

關鍵字

創意思考；廣告策略；海報設計

並列摘要

This research is to show a method of creativity through the use of graphic commercial designing in the arouse and suitable study with originality. There are no doubt in mind that designing activity is done with originality . Design can catch one attention , to reach or to bring to a higher level has to tell whether if it can fit in society needs of demand, in order to provide a best way of problem solving. Bill Gates , in his book , he wrote : ” If a modern man wants to succeed , the most important of all to have creativity and patience of never giving up.” But what about originality ? How do we discuss originality in a more specific matter.We do know, originality to modern designers are very important . But a way of have developing a thing method using controlling function of the brain , transferring data is mysterious as magic , like in a dark chamber . Then , we have to ask our selves this question. How is it do we awaken the originality in our mind ? How do this originality ” be transfer into numbers on the mar- ket and design or advertising with effect ? That is why this research is base on this viewpoint , generally push forward a way of developing method of creativity through actual steps . Through studies from documents and actual case studies and practice to put to the proof , in order to seek method of ways to origi- nality there fore arouse the outcomes of graphic design, join together creativity and tactic of advertisement in a correct matter . Compare and observe , Try to find how designing process take affect , discuss the importance of feasibility study obtaining materials for advertise- ment . Discuss how an idea is brought out , how it is obtained , and how it is linked with aesthetic. I personally sort data into vision , using sports activity and news in forms of poster as a theme , carefully evaluate the difference bet- ween commerce and public welfare through creativity in designing , and seek the relationship between the two.