頁籤選單縮合
題 名 | 文字呈現方式對招牌廣告效益之評估=Effect Evaluation of the Lay Out of Advertising Panels |
---|---|
作 者 | 傅懷慧; 吳俊德; | 書刊名 | 和春學報 |
卷 期 | 7 2000.09[民89.09] |
頁 次 | 頁287-294 |
分類號 | 497.45 |
關鍵詞 | 廣告招牌; 情境模擬實驗; 知覺時間; Advertising panel; Simulated situation experiment; Awareness time; |
語 文 | 中文(Chinese) |
中文摘要 | 廣告招牌(advertising panel)設置規範是「社區總體營造」重點工作項目之一 。它除了具有美化市容、塑造地區特色外;對商家業者而言,更具有吸引顧客上門、創造商 機之功效。因此,良好廣告招牌設計,應同時具備上述之特點,讓社區更具新氣象、新景觀 。 本研究欲探討不同文字呈現方式對招牌廣告效益之影響。研究共分為二階段進行。第一 階段為「現況調查與分析」,得知有關文字呈現方式有以下變因:1.定點與行駛中2.字型3. 字數4.字體大小。第二階段為「情境模擬實驗」,共有7位受試者接受情境模擬實驗,測驗 在不同變因組合下,受試者對招牌內容的知覺時間與反應正確性,當作評估廣告效益之指標 。實驗結果顯示:不論定點或行駛中,字數與字體大小對知覺時間有顯著影響;而字型對知 覺時間並無顯著差異。最後,綜合各變數間之交互作用關係,對不同道路之廣告招牌文字呈 現方式提出建議。 |
英文摘要 | The specification of advertising panel is one of main terms for community reconstruction. Except for decorating a city and establishing community characteristics, standard advertising panel can attract consumers and create potential trade opportunities. Thus, a good design of advertising panel should have the characteristics described above and let the community reconstruction have new features and new viewpoint. The purpose of this study is to explore the effects of advertising panel based on the impacts of different characters displayed. This paper is divided into tow parts. The first stage is "the investigation and analysis of the present advertising panel". In which, the following variables related to the ways of characters are found and shown on panels: (1)when the car is stopping or driving, (2)character types, (3)numbers of character, (4)character sizes. Second stage is called "the simulated situation experiment". There are seven subjects participated in this experiment. Based on the different combinations of variable in the empirical test, the awareness time and the reflection accuracy of interviewers represent the index to evaluate the advertising effects. Results reveal that numbers of character and character sizes have significant impact on awareness time; whereas character types have not significant impact on awareness time. Some recommended and non-recommended designs based on interaction effects are summarized on the final pages. |
本系統中英文摘要資訊取自各篇刊載內容。