以空巢族為目標對象的公益廣告設計-以網路廣告為例

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2011

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台灣社會正面臨家庭結構改變,以及社會型態轉為工業社會、城鄉差距大等因素,許多子女離家遷移至其它地區居住。根據Duvall的家庭生命周期理論,孩子離巢的父母則進入所謂的「空巢期」。除此之外,國人的平均壽命也逐年增長,社會高齡化與少子化更延長了空巢期的時間。然而,目前國內較少針對空巢期的研究,應用於宣導設計的更為稀少。有鑑於此,本研究以空巢族為研究對象,探討其對於宣導廣告的需求,進一步設計對空巢族父母有幫助的宣導廣告。 本研究以問卷調查158位離家子女的離家狀況以及經常接觸的廣告途徑,並以立意抽樣選取四位空巢族父母,針對與子女互動狀況、面對空巢的態度以及對於宣導的看法進行半開放式訪談。 研究結果顯示,有77%的子女有擔心過空巢父母的生活狀況,每星期最普遍的聯絡頻率是1~2次,有58%的子女對於離巢分居後親子關係較以前好的態度是肯定的。觸發子女想起父母的契機有81%是由於父母主動聯絡,由此可知父母主動關心而觸發彼此交流的比例佔大多數。而訪談父母則了解到,大部分父母對於空巢期的來臨並無預先心理準備;面對空巢期的調適則認為自我可多參與進修活動、培養興趣或從事過去時喜愛的活動。 根據以上結果,使用心智圖(mind map)以及人物誌設計法(Persona)整理歸納設計方向如下: 1. 針對空巢子女:由問卷可知,子女接觸頻繁程度最多的廣告形式是網路廣告,可以藉由此管道採鼓勵或提醒的方式促使子女與父母聯絡,協助舒緩空巢父母的不適應感,並增進親子關係。 2. 針對空巢父母:為了宣導父母提早調適,以鼓勵空巢族及早做好生涯規劃為主要發展方向。
Due to the change of family structure, social structure, and the growing urban-rural differences, many children left their parents and live somewhere out their hometown. According to the research of family cycle by Duvall, the parents who start to live by themselves without a child enter the period called "Empty nest". However, the researches of empty nest are neither abundant in our country, nor applicable to promotion design. As a result, the research is focused on the “empty nesters” and their needs for advanced promotion. By conducting 158 questionnaire surveys for the children of the empty nesters, the researcher attempts to figure out the interaction between parents and children, also the frequencies of advertisings the children contact with. Furthermore, select 4 parents purposive sampling and hold semi-structural interviews which focused on the interactions between parents and children, the opinions of empty nest and the view for the promotion. The result shows that 77% children have worried about the condition of their parents’ life after they left home. Most of the children contact with their parents once to twice per week, and 58% children think that the parent-child relationship has improved since they left home. The trigger of contact is mostly by the regard from parents, about 81% of all. The interviews of parents show that most parents have no ideas with "empty nester" before they become one of them. Parents also indicate that playing a part in further education, cultivating interests, and retrieving the activities which were fond of in the past might be helpful for the empty nesters. According to the results above, researcher used Mind map and Persona as design methods to conclude the design instruction: 1. Children as the Target: The possibility for children to browse web advertising is the most. Thus, designers can design some web ads to remind or encourage children to stay in touch with their parents. 2. Parents as the target: In order to get used to the new period of family cycle more smoothly, reminder for preparing a new life in advance is the main direction.

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空巢, 廣告, 宣傳, empty nest, advertising, promotion

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