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標題: | 從敘事框架探究汽車平面廣告應用趨向 Exploring the Trend of Automobile Print Ads through Narrative Framework |
作者: | Wei-Tarng Goy 倪煒棠 |
指導教授: | 王俊傑(Chun-Chieh Wang) |
關鍵字: | 敘事框架,汽車廣告,內容分析,應用趨向, Narrative Framework,Auto Ad,Content Analysis,Application Trend, |
出版年 : | 2018 |
學位: | 碩士 |
摘要: | 交通工具為台灣廣告投放量最高的品類之一,汽車廣告相關研究領域非常蓬勃,但縱觀國內外卻鮮有相關研究透過敘事框架平面廣告來探討汽車廣告的應用趨向。本研究即是為藉由敘事框架,分析出汽車平面廣告設計的框架模型,以增補汽車廣告相關研究之不足。本研究分為兩個階段,第一階段為採取內容分析法,選擇媒體投放量最大宗的雜誌為受試樣本的蒐集來源,並針對各大知名品牌的汽車平面廣告的設計特性,建構類目並進行編碼進一步從中找出,臺灣的汽車平面廣告的敘事框架。第二階段的研究則立基於先前整理出的汽車平面廣告敘事框架為基礎,針對本研究搜集的1990年至2017年的汽車平面廣告進行探討其敘事應用與設計趨向。本研究經分析後發現,汽車平面廣告的敘事框架的發展亦有明顯之發展趨向,如從早期強調的消費者的「象徵性」至近期的「功能性」與「規格性」,早期廣告傾向於以文字來進行敘事,後期則傾向運用場景搭配汽車進行廣告敘事。除此之外,在圖文敘事中的圖文比重亦有差異之處,早期的廣告傾向於以文字為主圖片為輔的方式,而後期則漸漸降低文字比重,轉而以圖片為主要的敘事核心。最後,本研究結果可作為未來其他相關領域探討廣告的應用趨向脈絡之參考,以及成立一敘事框架模型作為未來汽車商、廣告人員、相關領域研究的參考與借鏡。 Transportation is one of the highest volume of ad serve categories in Taiwan, and the research field of automobile advertising is very full of vitality. However, there are few of relevant studies about exploring the trends of automobile print ads through narrative framework. Therefore, This study aims to explore and analyze the narrative frameworks and application trends of automobile advertising, in order to supplement the inadequacy of automobile advertising research. This study is divided into two phases, and the first phase of this study, we adopt Content Analysis Method, where the magazines with most media ads are used as the source of samples and try to analyze their design characteristic according to the narrative structure, sort them out and then code them. We also intend to find out the narrative framework of the print advertisement in Taiwan's automobile magazines. In the second phase of this study, we are trying to explores the narrative and design trends for the 1990-2017 automotive print ads which are collected based on the previous formulated narrative framework of automotive print ads. After our analyzing, we found that the development of the narrative framework of automobile print ads has also shown obvious development trends, such as “symbolic” of consumer from the early year to the recent year of the “functionality,” and “specification”. Additionally, we found that early advertisements is tend to be narrative in words and use the scenes to narrative in the later period. In addition, there are also differences proportions in the narratives between graphic and literal. Early ads tend to be supplemented by text-based images, while in later periods, the proportion of text is gradually reduced, and images are used as the main narrative core. Finally, the results of this study can serve as a reference for the other relevant fields of advertising in the future and put forward a narrative framework for auto ads which can be used by automobile dealers, advertising staff and teachers for reference through analysis and summarization of this research. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/69247 |
DOI: | 10.6342/NTU201801521 |
全文授權: | 有償授權 |
顯示於系所單位: | 生物產業傳播暨發展學系 |
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