本研究主要目的在於瞭解平面廣告的題材類型、表現手法及版面編排形式,即透過時報廣告金像獎平面類作品為例,並以獲得金像獎、銀像獎及銅像獎作品為研究範圍,共取得534則廣告樣本進行研究分析。 本研究以質性研究為主,並依據本研究之各階段需要而運用不同的研究方法,依序是採用「文獻分析法」分析相關次級資料、研究報告與文獻理論,做為後續初級資料分析之理論依據;接著是採用「內容分析法」藉由蒐集的資料推論其脈絡及其所傳達之意義進行分析與討論,而研究過程中所發現的現象與結果加以整理歸納如下: 1.平面廣告的圖像題材運用十分豐富與多樣化,經由歸納分類後,將作品區分為:商品型、複合型及非商品型,而以非商品型之題材表現居多。複合型之中最常被運用的題材有「人物與商品類」、「物品器具與商品類」及「風景與商品類」等三種類型;非商品型之中最常被運用的題材有「人物類」、「物品器具類」及「動物類」等三種類型。 2.作品的創意表現未侷限單一的表現形式,部分作品會以兩種以上之表現形式做為創新的廣告傳達。圖像之表現形式整理歸納共有19項,分別為:轉化、雙關、文字圖像化、類比、特寫、群化原則、變換比例、誇張、簡化、幽默感、異物結合、色彩、邊框、連作、並置比較、懸疑、插畫、重複及視點的運用與表現。其中又以類比、轉化和幽默感的表現形式最常被運用。 3.版面編排形式由「版面編排重點」和「圖面構成型式」兩方面探討分析。版面編排重點,主要分為:標題型、全圖片型、標準型及文字型等四種編排類型,以「全圖片型」之編排形式最被廣泛使用;圖面構成型式,主要分為:垂直型、水平型、分割型、斜線型、L型、U型、回型及並置型等八種表現類型。其中又以分割型和垂直型兩種的圖面構成型式作品為最多。
The research aims at finding out the types of the subject matter, the techniques of expression and the layout arrangements of print advertisements. By taking the Print advertisements winning the Times Advertising Award for example, the researcher takes the advertisements winning the Gold, Silver and Bronze Awards as the research scope and studies on a total of 534 advertisement samples. By focusing on the qualitative research, the researcher employs different research methods according to the different needs of each research stage. Firstly, the “literature analysis method" is used for the analysis of the related secondary data, research report and literature theories, which will be served as the theoretical basis of the follow-up analysis of the primary data. Secondly, the “content analysis method” is used to analyze and discuss the context and the meanings expressed through data collection. And the phenomenon and the results are sorted out and concluded as follows: 1. The image subjects of the Print advertisement are rich and diverse and after categorization, the works can be divided into three kinds, namely, commodity type, compound type and non-commodity type, among which the last one takes the largest proportion. The three kinds of subjects most commonly used for the compound type are: “figures and goods”, “articles & utensils and goods” and “landscape and goods” while the three kinds of subjects most commonly used for the non-commodity type are: “figures”, “articles and utensils” and “animals”. 2. The expression of the creativity of the works is not confined to the single form of expression, and some of the works will employ two or more kinds of expression forms for the delivery of the creativity of the advertisement. A total of 19 kinds of image expression forms are sorted out and concluded: transformation, pun, word imaging, analogy, close-up, grouping principle, scaling, exaggeration, simplification, sense of humor, combination of foreign body, color, frame, continuous cropping, juxtaposed comparison, suspense, illustration, repetition and the use and expression of the point of sight, among which analogy, transformation, and sense of humor are the most commonly used ones. 3. The researcher analyzes the layout arrangement from the perspectives of the “key points of the layout arrangement” and the “visual composition form”. The key points of the layout arrangement can mainly be divided into the following four types, namely, title type, full picture type, standard type and words type, among which the “full picture type” is the most widely used one; the visual composition form can mainly be divided into the following eight types, namely, vertical type, horizontal type, segmentation type, slant type, L type, U type, clip type and juxtaposition type, among which segmentation type and vertical type are the most commonly used ones.
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