查詢結果分析
來源資料
頁籤選單縮合
題 名 | 馬格利特風格應用於平面廣告初探=The Preliminary Exploration of Magritte Style Applies to Graphic Advertisement |
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作 者 | 張雅琳; 詹玉豔; | 書刊名 | 商業設計學報 |
卷 期 | 11 2007.11[民96.11] |
頁 次 | 頁167-181 |
分類號 | 962 |
關鍵詞 | 平面廣告; 馬格利特風格; 廣告創意策略; 時報廣告獎; Graphic advertisement; Magritte style; Creative strategy in advertisement; Times advertising awards; |
語 文 | 中文(Chinese) |
中文摘要 | 在平面廣告的範疇中,視覺表現手法是詮釋概念傳達的重要途徑之一,影響廣告成敗因素很多,而其中一項用以營造視覺效果的表現手法更是吸引消費者注目的關鍵所在,本研究藉由中國時報1998~2004年所蒐集的得獎廣告作品為文本取樣,探討表現手法與廣告創意策略的相關性;而超現實主義(Surrealism)的馬格利特風格以生活化的異物結合為象徵,常成為廣告界表現創新與獨特的形式手法之一,因此,藉由馬格利特作品特質來歸納出八種特殊的表現形式,透過解析得獎平面廣告中創意策略與視覺圖像表現的相關性,來印證馬格利特表現手法對於平面廣告的適用性。最後,提出馬格利特的形式手法應用於平面廣告之優點及有限性,以提供廣告企劃人員在擬定創意策略的概念構思,或者廣告創意人員在設計廣告時視覺呈現之參考。 |
英文摘要 | In advertisement, visual representation is one of the important ways to transmit the concept. One of he reasons accounting for the successful advertisement is the visual effect in representation. It's a key point to catch customers' attention. This research selects these cases of the 1998-2004 Times Advertising Awards as the sample and focuses on visual representation to be concerned with creative strategy. However, Magritte style of Surrealism symbolizes by making up the different elements in our daily life and generally becomes the method to show off creative concepts and special ideas in advertisement circles. As a result, the Magritte works' features can be induced eight special representations and then analyzes the connection between creative strategy and visual graphics in the advertising swards. To prove the representation of Magritte style applies to graphic advertisement. In conclusion, the positive and impossible aspects regarding the usage of Magritte style in advertising are discussed, providing a reference for planners to draft up the concept of creative strategy or designers to make the idea of advertising representation. |
本系統中英文摘要資訊取自各篇刊載內容。