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來源資料
頁籤選單縮合
題名 | 汽車廣告設計評價與分析之研究=A Study of the Evaluation and Analysis of Automobile Advertising Design |
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作者 | 湯永成; | 書刊名 | 科技學刊 |
卷期 | 9:3 2000.07[民89.07] |
頁次 | 頁231-240 |
分類號 | 497.9 |
關鍵詞 | 汽車廣告; 評價; 李嘉圖尺度法; 全批; 廣告設計; 廣告調查; 廣告訊息; |
語文 | 中文(Chinese) |
中文摘要 | 本研究以李嘉圖尺度法(R.Likert),針對自1996年10月至1997年9月止刊登於聯 合報、中國時報及自由時報三大報之全批汽車廣告共61則,進行調查分析及評估,藉以瞭解 消費者對汽車廣告的感受及評價之差異,並依評價結果分析探討廣告設計的原則,以提供相 關學術研究,廣告設計教學及汽車廣告設計實務的參考,其研究結果如下: 評價優良且具特色的汽車廣告在圖文訊息上的特性: 1.簡潔的圖像與文案配置,給予人容易理解及接受。 2.優美的圖像及感性的文案訴求,深受人們的喜愛。 3.表現全家合樂及溫暖情境,能滿足現代人們的渴望與期待。 4.具體且中肯的功能說明,加以重點圖像提示,易讀,易瞭解,評價很高。 |
英文摘要 | This study was expected to survey 61 full-page automobile advertisements which were carried on United Daily News, China Times, and The Liberty Times from October 1996 to September 1997 by using the Likert method. The main purpose of this study was to understand the differences of customers' expectation and evaluation. According to the results, this study was attempted to provide design principles of advertising design for related research, advertising design teaching, and automobile advertising design. The major findings of this study was as follows: An automoblie advertisement with characteristics and high evaluation should have the following features: 1.A clear and simple layout of the pictorial images and texts was easily understand and accepted by the readers. 2.the graceful pictures and sensuous straight matters impressed readers. 3.the present of heart-warming of family life style met the anxiety and expectation of readers. 4.the concrete and cogent description and proper picture of an automobile advertisement was easily to read, understand and have better evaluation. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。