標題: 超現實表現手法作為圖像表現策略在平面廣告中所發揮之非語辭傳播效果研究
Studies on the Non-verbal Communication Effect of Surrealistic Expression As a Graphic Expression Strategy in Print Advertisements
作者: 何瑋
Ho, Weigh
張恬君
Tien-Chun Chang, Ph. D.
應用藝術研究所
關鍵字: 超現實;平面廣告;圖像表現策略;非語辭傳播;網路問卷;語意差異量表;Surrealistic expression;Print advertisement;Graphic expression strategy;Non-verbal communication;Internet survey;Semantic differential scale
公開日期: 1999
摘要: 【中文摘要】 本研究主要目的在進一步瞭解超現實表現手法作為圖像表現策略在平面廣告中所發揮的非語辭傳播效果。在台灣先前的研究中,只就超現實表現手法本身的特性進行分類工作,對於超現實手法的廣告效果等相關議題,尚未進行探討,因此本研究嘗試彌補此塊空缺,設計十三道語意差異量表尺標,以網路問卷形式收集資料,瞭解閱聽人對於九種超現實表現手法的評價與態度,希冀提供廣告行銷人員與設計師在構思廣告圖像表現策略時的重要參考。 本研究研究方法採「問卷調查法」進行,主要對象為選修國立交通大學遠距教學中心「映象藝術」課程之十三所大專院校352名學生,以及其他網路上匿名受訪者,共計收回374份問卷,其中308份為有效問卷,並且使用SPSS 8.0 for Windows作為資料分析工具。 本研究發現,九種超現實表現手法雖然都來自於超現實表現風格,但是受訪者對其喜愛的程度卻有差異,最受喜愛的三種表現手法為「相異體的融合」、「非動物的擬人化」以及「空間置換」,九種超現實表現手法在十三道語意差異量表尺標中的表現也有顯著高低之分。本研究同時也發現,超現實風格與其創造的吸引力與廣告傳播效果都有正相關之關係。而性別因素並未對受訪者評量九種超現實表現手法時造成太多差異,除了女性受訪者對於「生物物質化」與「肢體解剖重組」的喜愛度上,顯著低於男性受訪者為例外。 最後,本研究也建議後續研究者,在進一步發展此議題時,可從實驗對照的角度切入,瞭解超現實表現手法與不同類型產品的關係,或者探討使用超現實表現手法與不使用超現實表現手法的同一類廣告對閱聽人的效果有何差異。此外,質化與量化的研究應當並進,並可針對台灣的平面廣告做大規模調查,瞭解台灣廣告界使用超現實表現手法的狀況。
【ABSTRACT】 The former researches about the application of surrealistic expression in advertisements in Taiwan only made a definition about this subject and divided the surrealistic expression into nine categories. Following those researches, the main purposes of this study are to further explore the attitudes of audiences toward surrealistic expression as a graphic expression strategy in print advertisements, and to offer marketing and creative staff a useful reference when they want to make a better advertisement graphic design. The research method of this study is survey. The study collected Ads from five famous advertisement review yearbooks, which apply surrealistic expression. Then the study developed a WWW-based questionnaire, which applies the semantic differential scale. And the study received 374 entries and 308 valid(52.9% male and 47.1% female, 96.4% students). The result of this study made three points: 1. The audiences have positive attitudes toward surrealistic expression. 2. The attitudes of audiences toward nine kinds of surrealistic expressions are different. The most popular surrealistic expressions are “Combination of Different Objects”, “Personification”, and “ Unusual Space Change”. 3. The difference of sex only influences the attitudes of audiences toward two of the nine surrealistic expressions: “Materialization of Organism” and “Anatomy & Reunion of Organs”.
URI: http://140.113.39.130/cdrfb3/record/nctu/#NT880509002
http://hdl.handle.net/11536/66181
Appears in Collections:Thesis