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  • 學位論文

配樂於文創商品的消費者感知研究

A Study on The Consumer Perception of Incidental Music for Cultural and Creative Product

指導教授 : 王兆華

摘要


文創商品為藝術家展現內心底藴及呈現工藝之美的最佳媒介,而 現行文創商品的呈現手法也趨向於從傳統圖文演變成多媒體,然而受 限於傳統圖文的呈現方式無法立即且有效地與閱聽者產生連結,使閱 聽者對於品牌的認同感不足,進而導致優秀的藝術家及精湛的工藝作 品並沒有獲得與得獎成就及藝壇地位成正比的能見度與知名度。 針對上述問題,本研究提出了以音樂為基礎應用於影像配樂,透 過微電影的方式以敘事(narrative)手法表達該文創商品之創作概念及 創作背景,藉由影音整合的呈現方式改善閱聽者在閱讀傳統圖文過於 費時的問題,也能使閱聽者的感官刺激及閱聽印象更為根深蒂固,充 分展現文創商品之美,藉由音樂使閱聽者產生品牌認同感,進而促使 文創品牌達到商業上的成功。 本研究的目的在探討音樂應用於影像配樂對行銷品牌之影響。研 究方法採信度分析法,以具有音樂設計之背景之七位研究生為研究對 象,分別接受兩部「影像相同」、「配樂不同」之微電影收視。「感官認 知」、「消費意願」以及「品牌認同感」之增進為評量與觀察之依變項, 利用信度分析法,來解釋受試者接受聽覺置入之微電影之情緒反應, 並輔以訪談資料進行相互滿意度和信度分析。本研究之實驗結果如下: 聽覺置入對於閱聽者收視兩部「影像相同」、「配樂不同」之微電 影的情緒反應、劇情融入程度、品牌認同感都有顯著的差異性。 研究顯示,音樂配樂對於品牌行銷具有多方面之正向影響,依據 研究結果,分別對實務行銷與未來相關研究提出具體建議。

關鍵字

音樂 行銷 品牌認同 文創商品 微電影

並列摘要


Cultural Products for the artists to show the inner background and present the The Beauty of Metalworking, and showed the way the current cultural and creative goods also tend to evolve into multimedia from traditional graphics, but limited to the traditional graphic presentation can not and immediately effectively produce and read listener link, so read listener for lack of brand identity, which led to outstanding artists and exquisite craft work and did not get the winning achievements and art scene position is proportional to the visibility and popularity. In response to these problems, this study presents music used in video-based soundtrack, through micro-film approach to the narrative expression of the cultural and creative manipulation of the creative concept of goods and creative background, improving the integration of audio and video presentation by reading listen who read traditional graphic too time-consuming problem, but also make reading the listener the impression of sensory stimulation and reading listen more deeply rooted, fully show the beauty of the cultural and creative goods, produced by music to make reading the listener brand identity, thereby promoting Wen brand achieve commercial success. The purpose of this study to explore the impact of the music video II  soundtrack applied on the marketing of the brand. Reliability analysis methods adopted laws to seven students with a background music of the design for the study, two were treated "the same image," micro "soundtrack different," the movie ratings. "Sensory awareness", "the consumer will" and "brand identity" of the promotion for the assessment in accordance with the observation of the variables, the use of reliability analysis, to explain subjects received emotional hearing into the micro-film to react, and interview data were supplemented by mutual satisfaction and reliability analysis. The results of this study are as follows: Hearing into micro-film reading listener ratings for two "same image", "different music" of the emotional reaction, the plot into the level of brand identity has significant differences. Studies have shown that music soundtrack for the brand has a positive influence in many aspects of marketing, according to research results, specific recommendations are proposed for future research and marketing practices.

並列關鍵字

Music Marketing brand identity Cultural Products micro-film

參考文獻


巫喜瑞、梁榮達 (2007)。產品置入策略與置入溝通效果間關係之研 究,中華傳播學刊,12,131-164。
徐振興、黃甄玉 (2005)。產品訊息疑似置入電視偶像劇之研究,中華 傳播學刊。
林明穎 (2009)。音樂與情緒關係定位之研究,國立台灣師範大學教育 心理與輔導學系碩士論文。
Livingstone, Mühlberger, Brown, & Loch (2007).Controlling musical emotionality: An affective computational architecture for influencing musical emotions. Digital Creativity, 18(1), 43-53.
Schubert, E. (2007). The influence of emotions, locus of emotion and familiarity upon preference in music. Psychology of Music, 35(3), 499-515.

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