房地產廣告地圖設計特徵之探討

廣告地圖為宣傳地圖的一種，主要作用在於清楚表現空間位置及圖像的意義，故在廣告地圖中簡化及誇飾就成為很重要的設計因子，然往往因為主題、地圖編輯者之素養影響，使得廣告地圖常出現過度簡化和誇飾的情形。針對此一特性，本研究乃選擇房地產廣告地圖作為對象，從符號、圖面設計以及閱圖者反應上做深入探討。經由符號歸納，問卷調查分析發現問卷受訪者確實容易受到廣告地圖的影響，益顯出廣告地圖在廣告中的重要性。也就是標示不清的線條要盡量避免，為增進房地產廣告地圖的公信力，傳統地圖上所標示的圖例、比例尺乃不可或缺，而為明確對象所做的設計，將更有利於地圖的傳播效果。

關鍵字

房地產廣告地圖；簡化；誇飾；符號化；地圖設計

並列摘要

Advertising map, as a form of propaganda, is mainly used to express the location and the meaning of the graph itself. Therefore exaggeration and simplification is necessary for such map. However, over exaggeration and simplification often occurs in the map due to the subject of the map and the ability of the editor. This research aims to discuss the design characteristics of real estate advertising map, from the symbols, graphic designs to the audiences' responds. From the results of examining the questionnaires and the actual map samples, it is clear that the audiences are easily affected by the advertising maps. Therefore, real estate maps play an important role in real estate advertisement. In order to achieve the desired effectiveness in terms of the map's communicational function, this kind of maps still have to avoid unclearly symbols. On the other hand, in order to promote the confidence of real estate maps by readers, enhance the features that exist in traditional map design such as the use of legend and scale.