藝術與商業結盟限量流行商品之應用研究

A Study on Popular Commercial Products of the Cross-over Convergence between Art and Business

車佳錚(Chia-Cheng Chu)

指導教授 ： 黃琡雅

崑山科技大學/創意媒體學院/視覺傳達設計研究所/碩士(2006年)

https://doi.org/10.6828/KSU.2006.00064

摘要

時尚與藝術的兩大領域結合有巨大的媒體效果，兩者可以創造消費時尚的意識，以敏銳的時尚嗅覺，成功結合藝術價值與商業考量，讓時尚藝術商品化變成一種現象、媒體，創造消費、傳播的潮流。現今潮流更替迅速，有越來越多的品牌開始和各種不同領域的藝術家合作，除了彼此拉抬聲勢外，也企圖展現另一種風貌，讓物品成為另一項具高度美學附加價值的商品。
因此，本研究主要蒐集從2000 年至2005 年間當代藝術家跨領域與企業所進行異業結盟商品化的合作案例，試圖建立跨領域藝術之作者與作品之基本取樣，分為純藝術公益活動、設計藝術商品化及流行商品藝術化等類別，共約44 筆的基本資料，在過程中取得跨領域藝術之操作定義、特徵與共通點，藉由定義調查檔案、文宣資料，試圖建立可行之調查對象。採文獻調查法、問卷調查法、行動研究法等研究方法，透過受測者對產品客觀評估，建立「藝術商品」及「限量商品」屬性，並探討品牌、藝術與消費文化三者之間的交互效益，以建置藝術跨領域運作策略。最後利用行動研究，參與一藝術跨領域商品化企劃活動，深入了解商品藝術化之實際運作與市場消費互動的過程。
研究發現，可歸納出以下幾點：1.企業與藝術家欲共同合作進行藝企合作之前，藝術家之視覺風格成為影響聯盟適合度的主因；2.企業與藝術家之間存在著「藝術經紀人」協助藝術家創造機會，而時尚藝術流行商品則有「網路意見領袖」帶動買氣。3.時尚藝術流行商品以限量方式販售，目的是為保有藝術的稀有價值考
量。4.「藝術家視覺風格」與「商品品質」影響消費者購買時尚藝術流行商品意願。5.知名品牌與藝術家合作，間接協助開發新銳藝術人才，重點不在名牌而是藉由媒體宣傳的力量。

關鍵字

流行商品 ； 跨領域 ； 跨領域 ； 藝術化

並列摘要

The combination of fashion and art can bring great media effectiveness. It can create the concept of fashion consumption. Applying unique sense of fashion, artistic value and business are combined successfully to design commercial products artistically and to make it become a trend of consumption. Nowadays, fashion changes quickly. More and more brands have tried to cooperate with artists in various fields. It can not only advertise the both, but also transform products into different styles. In this way, the commercial products will become aesthetic with value added.

Therefore, the study collects the cooperation cases of cross-over convergence between contemporary artists and business from 2000 to 2005 to construct the samples of cross-over artists and works. The patterns can be divided into artistic public service, designing art and popular artistic commercial products. There are about 44 data. In the process, the operating definition, characteristics, and common aspects of cross-over art are discussed. By defining the document and advertising information, the researcher tries to construct the thinkable subjects. Through literature survey, questionnaire survey, and action research, the researcher collects consumers’ objective evaluation for products to construct the characteristics of “artistic commercial products” and “limited-edition commercial products”, and discusses the interactive beneficial results between brands, art, and consuming culture to conclude the strategies of cross-over art. Using action research, the researcher analyzes the patterns and processes of commercial products designed artistically when actually carrying out a cross-over artistic activity.

The study results are as follows. First, before the convergence between artists and business, artists’ visual styles will become the main component which affects the fitness of the alliance. Second, there must be “art managers” between artists and business to help artists create opportunities, and there also must be “web opinion leaders” to increase the purchasing power of artistic popular fashion commercial products. Third, the purpose of the artistic popular fashion commercial products that are sold as limited-edition is to keep the rare artistic value. Fourth, “artists’ visual styles” and “quality of commercial products” will affect consumers’ intention to purchase artistic popular fashion commercial products. Fifth, the cooperation between famous brands and artists will help the development of new artists. The key point is not the brands, but the advertising power of media.

並列關鍵字

cross-over ； art ； popular commercial products ； convergence

參考文獻

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