綠黨廣告資訊圖表化創作研究

Abstract

台灣綠黨是一個主張綠色政治，以環境保護、生態平衡、草根民主、社會平等與世界和平為訴求的國際政黨。1996年成立以來長期關注勞工、弱勢、環保等議題，在2012年立委選舉中政黨票得票率成為臺灣第五大黨。由於台灣綠黨的名稱、主張、文宣用色常與民進黨及所屬「泛綠陣營」雷同，以致選民混淆不清，不利於該黨發展與理念的實踐。本創作研究於文獻探討階段檢視台灣選舉與政黨發展、政黨意象、選舉廣告等相關資料，歸納選舉廣告分類與策略，同時藉由專家研究結果歸納資訊圖表的獨特優勢。在研究方法階段根據文獻探討法、實地訪談與SWOT分析歸納綠黨所面臨的問題，提出資訊圖表（Infographics）的表現形式作為解決方案。進而運用文獻探討法彙整學者專家研究結論，擬定選舉廣告執行策略與廣告資訊圖表化執行方法，最後藉由上述結論以案例分析法分析二十件實際案例歸納實施細則。創作階段呼應文獻探討結果，針對綠黨需求擬定主題，依據實施細則要領創作十件資訊圖表廣告作品，完成後以實施細則評估作品，驗證是否與研究目的相符。Taiwan Green Party is an international party who advocates “green politics” demanding environmental protection, ecological balance, grassroots democracy, social equality and world peace. The party was founded in Taiwan in 1996 and has been caring of the issues of labors, disadvantaged groups and environmental protection for long term. In Taiwan’s legislator election of 2012, Taiwan Green Party won the fifth largest party at that time. However, the name, political views and graphic design color for advertisement of Taiwan Green Party are similar to those of DPP and pan-greens. This has caused voters are usually confused Taiwan Green Party with DPP or pan-greens. Also, it is unfavorable to the party’s development and practice of political ideas. Hence, the research is to re-design a distinct image for Taiwan Green Party in order to effectively promote their policies and win more approvals.

In the literature reviewing stage, the research looks into Taiwan’s elections, party developments and images, election advertisements and related information. In the meantime, collect the advertising categories and strategies for election; summarize the special strengths of infographic by the analysis results of experts’ studies. While the research method, apply virtual interview and SWOT analysis to conclude the problems Taiwan Green Party has faced. Propose infographic manifestation as a solution. Furthermore, sum up the results of expert’s studies by literature review method and draft the strategy of election advertisement and execution method of advertising infographics. Finally, summarize the execution rules by the case analysis of twenty actual cases. In the creation stage, decide the advertising topic by responding to the result of literature review and referring to the requirements of Taiwan Green Party; create ten infographic advertising works in accord with the principle of execution rules. Thereafter, verify the consistency between this research and the infographic advertising creation by evaluating the ten infographic works on the basis of the execution rules.