電子遊戲機制的體感互動廣告設計

The Somatosensory Advertisement implement with Electronic Game mechanics

潘彥成(Yan-Cheng Pan)

指導教授 ： 王桂沰

朝陽科技大學/設計學院/工業設計系/碩士(2014年)

摘要

隨著傳播媒體的改變，廣告雖然可以更鎖定目標族群，分析使用者的行為送出有效的廣告，但其傳播的路徑卻仍多屬單向的。因此，如何善用數位運算的互動特性使觀眾自發性地對廣告產生興趣，甚至黏住廣告以達成有效的廣告目標便成為一個值得發展的方向。
　　本文自電子遊戲取材，以電子遊戲機制作為實現廣告互動的媒介，藉以引發觀眾對廣告的興趣。本文整理各類型電子遊戲，分析其遊戲流程，歸納出遊戲構成的基本要素：流程、規則、目標，及其共通特性：回合、競爭、挑戰，將其構成要素及特性應用至互動廣告設計，並以體感裝置作為實現互動之媒體。同時從廣告策略的角度提出電子遊戲機制的體感互動廣告於現代媒體組合中可嘗試的方向。

關鍵字

體感互動 ； 廣告設計 ； 遊戲機制 ； 電子遊戲

並列摘要

With the changes of media for communication, advertising may target certain groups, analyze their behavior and then provide the effective advertisement; but this kind of advertising is still a non-interactive solution. As a result, we may take advantages of the interactive nature of digital computing to make a more effective advertising that its targeted users spontaneously interested in advertising or even attracted to the advertisements. These sorts of topics are worth for further development.

　　This study started with electronic game and also demanded on the contentment of electronic game that make user attracted to the advertising. The study categorizes different types of electronic games, analyzes their flows and arranged the fundamental elements of a game: procedures, rules and targets and the interactive natures of a game: rounds, competitions and challenges. To utilize the fundamental elements and interactive natures, advertising with interactive design is proposed. The proposed design is implemented with Kinect – a somatosensory device. From the perspective of advertising strategy, advertisements focused on the contentment should make targeted users even more interested in as the users may not aware of the advertising itself. The proposed design provides a developing direction for both contemporary and future advertising development.

並列關鍵字

Somatosensory interactive ； Advertisement design ； Game mechanics ； Electronic game

參考文獻

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