動漫畫角色原型與消費者行為之關聯研究

The Research on the Association between Archetypes of Animation and Comic Characters

葉懿心(Yi-Hsin Yeh)

指導教授 ： 李淙柏

國立臺中科技大學/設計學群/商業設計系碩士班/碩士(2005年)

摘要

過往動漫畫的角色設定（character setting），多從性格特質角度塑造角色人物，本研究則嘗試將C. G. Jung的原型（archetype）概念導入角色設定，試圖找出角色原型的共同特徵，並驗證其與消費者涉入偏好的關聯。因此，本研究選取十名動漫畫角色作為測試樣本，施行問卷調查。本研究依據分析結果，將角色分成「母親」、「弄臣」與「智者」三類原型，歸納三類原型角色的性格與視覺造形的共同特徵，並證實角色偏好與角色原型特質傾向，與消費者的涉入、性別、設計背景皆有關聯。本研究結論，可供予設計人士作為動漫角色設定的架構指引，或作為行銷企劃人員制定角色行銷策略的準則。

關鍵字

原型 ； 角色 ； 漫畫 ； 動畫 ； 消費者行為

並列摘要

This research intends to adopt C. G. Jung’s concept of archetypes as a framework to classify the common features of comic/animation characters. The research also tries to find out the association between the archetypes of characters and consumers’ involvement and preference. To conduct the research，ten characters were selected as test samples in a questionnaire survey. The results show that the characters could be classified into 3 types, labeled as “Mother”, “Trickster” and “Wise Man”, which explict characters’ features of personality, behavior and visual form. The results also confirm that the preference of characters have relations with characters’ archetypal traits and the involvement, gender, design education of consumers. The outcomes can be applied as guidelines of character setting for designers, or principles of character marketing strategy for marketing executives.

並列關鍵字

Archetype ； Character ； Animation ； Comic ； Consumer Behavior

參考文獻

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