房地產廣告影片實務創作分析

An Analysis of Real Estate Commercial Films Creative Practice

祝濬清(Chu Chun-Ching)

指導教授 ： 劉立行

國立臺灣師範大學/科技與工程學院/圖文傳播學系/碩士(2016年)

https://doi.org/10.6345/NTNU202204064

摘要

近10年來是房地產巨變的時期，由市場炒作、房價飆漲、政策的干預使得市場因而混亂，連帶廣告影片製作的需求及製作的預算也受到重大的影響，廣告影片的市場萎縮、預算偏底是可被預期的。
藉由實務創作房地產廣告影片的過程中，對實務創作的製程問題；低成本下廣告創意的表現如何設計、房地產廣告影片在低預算情況下以如何的方法與應用的形式來規劃、新科技的運用如何降低人力與成本來完成影片? 值得以實務創作的形式深入分析找尋解答是本創作分析的動機。
本創作實務創作取樣範圍以近年房地產廣告影片為取樣範圍，採立意徵求取樣的方式徵求創作實務的樣本，在樣本實務創作的過程中做樣本的分析與觀察，望在創作中發掘房地產廣告影片更多實務創作的製程技術應用及經驗的分享，為創作分析的目的。
創作者普查了國內學術論文，鮮有對房地產廣告影片實務創作分析以技術報告的論文產出。望本創作能引起房地產、廣告行銷、影片產製業及相關學術界的關注與探討，並有助於房地產及廣告影片業的發展，是創作者撰寫本論文最重要的初衷。

關鍵字

房地產 ； 廣告影片 ； 廣告CF ； 數位影音科技

並列摘要

ABSTRACT
The real estate industry has been through drastic changes these ten years. Speculative real estate investing, real estate prices soaring, and the intervention of government policies has driven the market into chaos, to the point that the demand for creating new advertisements and advertising budgets have also been influenced. Decline in the market of advertising and the lowering of budgets are both expected outcomes of that situation.
Through practicing the process of creating real estate commercials, we hope to find answers to problems that arise during the creation of advertisements - such as how to design creative advertising with low costs, how to deal with and plan out a real estate commercial when faced with a tight budget, and how the use of new technology can reduce labor and costs when creating a video. The motive of this creation analysis is that there is merit in analyzing thoroughly by the means of actual practice in the subject.
This project takes advertisements of these last few years as samples, and by means of purposive sampling, and also through investigation and analysis of the samples during our practical creation, we hope to discover more ways to implement production technology of real estate commercials and share our experience; that is the main objective of this creation analysis.
The writers of this study have investigated by looking through written papers in the country, and found that there are not many studies regarding the analysis of real estate advertising through practical creation. We hope that this project will raise awareness and spark discussion within industries of real estate, advertising and marketing, movie making, and also academic circles relevant to real estate advertising. Aiding the development of both the real estate and advertising industry is the primary motive behind conducting this study.

並列關鍵字

Real Estate ； Commercial Films ； CF Production ； Digital Video Technology

參考文獻

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李昱宏(2006)。《創意攝影；美感的攝影技巧》。台北；台北:藝術家

柳婷（1999）。《廣告與行銷》，台北：五南。