近年來台灣選舉活動頻繁,大量的平面競選廣告隨之產生。隨著商品化的概念形成,候選人開始以個人視覺形象來宣傳,且逐漸重視手勢與肢體動作的運用。本研究以「提升平面競選廣告之視覺設計品質」為研究目的,藉由廣告中候選人圖像的肢體語言進行訊息表現分析,歸納檢討現有文宣品的設計問題;針對問題提出設計方法,並透過「相同主題之案例重製」的設計實驗方式,驗證候選人圖像與廣告訊息內容之間的關係,並總結建議平面競選廣告的傳達設計重點。 本研究主要內容分為三個部分: (1)知識系統的建立:以肢體語言與廣告代言人的角度來切入主題,分析肢體語言在人物圖像訊息表現上的應用。 (2)案例分析與歸納:透過學理基礎的歸納,以肢體語言與廣告訊息分析現有作品案例,透過來瞭解候選人圖像的實際運用效果,並提出設計參考的概念與方向。 (3)設計實作與結論:藉由創作作品與案例作品的比對與分析,以肢體語言表現廣告主題時的四項操作重點,分別為:圖像與標語的協調性、肢體語言的差異性、手勢的完整性與環境空間的真實性。
In recent years, the increasing elections in Taiwan have generated a large quantity of campaign ads. The formation of commercialization has urged the candidates to promote themselves by means of personal visual images, and to put more stress on the utilization of gestures and body languages. The study expounds on “the improvement of the visual design qualities of campaign ads,” and analyzes the messages conveyed in the body languages of candidate figure images in the advertising, so as to conclude and examine the design problems of existing campaign ads. It proposes design concepts to the problems, as well as inspects the correlation between the candidate figure images and the messages within the advertising via the designing experiments of “reproducing the cases of the same topics.”The study concludes with methods of the main points of graphicdesign of campaign ads. The content is divided into three parts: (1)Construction of knowledge systems: the first part investigates the topic by the approach of cognitive psychology and non-verbal communications, analyzing the applications of the body languages when it comes to the expressions of candidate figure image. (2)Analyses of cases and inductions: Through the inductions of academic principles, this part analyzes existing cases on the basis of body languages and advertising messages. With comprehension of practical usages of candidate figure image, the relevant concepts and directions of designing references are proposed. (3)Design producing and conclusion: By the comparison and analyses of producing designs and existing cases, the main point of graphic design with body languages in campaign ads is concluded to four concepts, the coordination between the images and the slogans, the difference between body languages, the integrity of the gestures, and the concrete images of the descriptive environment.
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