隱喻與互動性於網路廣告設計之應用研究

The Application of Metaphor and Interactivity to Internet Advertising Design

林少威(Shao-Wei Lin)

指導教授 ： 游耿能

國立臺中科技大學/設計學群/多媒體設計系碩士班/碩士(2006年)

摘要

本研究主要目的在探討網?廣告中的隱喻與互動性應用，經由相關文獻與個案分析歸納設計準則，再以實際設計成品進?實測。本研究之進?分為?個階段，第一階段研究先從隱喻、人機介面與互動設計等相關?域的文獻探討，整?出一套關於分析網?廣告之隱喻分析架構。並以國內近三?較具規模的廣告獎得獎作品為對象，並依據這個架構進?分析及判?出廣告背後所要傳達的訊息與意涵。第二階段研究則依據第一階段研究之基礎，實際設計二組網?廣告，探討含隱喻的網?廣告的互動性對廣告效果影響。我們藉由使用問卷調查進??化研究，?驗證網?廣告在有無互動的?同情況下，對使用者的廣告態?影響。研究結果顯示這?有互動的網?廣告對使用者的廣告態?有正向影響。

關鍵字

隱喻 ； 互動性 ； 網路廣告

並列摘要

The main purpose of this study is to explore the application of interactivity and metaphors in internet advertising. Our study involves two stages. It begins with the formulation of a set of guidelines for designing advertisements, using a review of relevant studies in literature and an examination of representative cases, followed by the development of actual advertisements for use in practical explorations. The first stage of interfaces, interactive designs and other relevant concepts in internet advertising, in order to establish a framework for analyzing metaphors in internet advertisements. We then employ the guidelines in this framework to analyze and interpret the implicit messages and metaphors in several representative cases from recent award-winning internet advertisements. In the second stage, we use results obtained from the first stage to develop two experimental advertisements with different interactivity, and use them to conduct user surveys for our formulations. We use online questionnaires to perform a quantitative analysis of the effect of internet advertising on user attitudes, in the presence or absence of interactivity. Results indicate that users have a positive attitude toward internet advertising which utilizes both metaphors and interactivity.

並列關鍵字

Metaphor ； Interactivity ； Internet Advertising

參考文獻

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