- 學位論文
動畫廣告的視覺呈現對於廣告價值與娛樂性之探討
On the Visual Presentation of Animated Ads for Advertising Value and Entertainment
摘要
近年來，廣告媒體的型態日益豐富，表現方式也相當多元，電腦動畫的發展逐漸開始迅速及普遍，有越來越多的商品透過動畫廣告作為廣告的表現方式。 本研究首先收集大眾所熟知的知名飲料品牌的動畫廣告作為對象，分析其不同廣告訴求的動畫廣告腳本，並且設計多個虛擬飲料品牌的廣告腳本，利用篩選的機制篩選出其中較好的廣告腳本。而後，針對其背景的高、低視覺複雜性設計了兩部動畫廣告。最後，進行觀賞者的問卷測試，以調查高低視覺複雜性在娛樂和廣告價值的影響。研究結果發現，觀賞者對於娛樂性與廣告價值的動畫廣告是具有正向相關性。而在高低視覺複雜性上，高視覺複雜性的動畫廣告在娛樂性與廣告價值上都較為略高。因此，我們可以推斷，高視覺複雜動畫的動畫廣告可能會帶給觀賞者較高的廣告價值和娛樂性。
並列摘要
In recent years, the pattern of rich media advertising and the presentation of advertising are becoming more diverse with the development of the internet based technology. The computer animated advertising is gradually evolving as well. More kinds of product are trying to use the animated ads for information dissemination. In this study, we first collected the animated ads of a well-known beverage brands from the Internet and analyze the advertising appeals of the script of these animated ads. We then create several advertising scripts for a virtual beverage brand. A mechanism was developed to select the best one of these scripts. After that, we create a pair of animated ads with the design of high and low visual complexity background. Finally we conduct users test to investigate these visual presentation on the issues of entertainment and advertising value. Our study found that users’ feelings of entertaining and advertising value of animated advertising have a positive correlation. And in terms of the effect of visual complexity, the high visual complexity animation ads have slightly higher value on the issues of entertainment and advertising value. Thus we can infer that high visual complexity animation ads might bring high advertising value and high entertainment to viewers.
參考文獻
延伸閱讀
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