電視頻道品牌形象廣告之創意探討
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2011
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Abstract
台灣的電視產業蓬勃發展，競爭激烈，但是對於電視品牌的觀念卻非常薄弱。電視品牌如何被識別，如何在眾多競爭者中找到自己的定位。特別在「電視頻道包裝」-電視頻道的識別系統這部分，很多的電視頻道運用了很多的顏色，也製作了很多動態的形象廣告，這些製作物是不是能很清楚的表達電視頻道的核心價值、理念、願景。
本研究透過文獻探討，了解什麼是「品牌」，特別針對「電視頻道品牌」做分析。接著討論電視頻道包裝(VI)部分，包括On Air Gaphic 和 Off Air Gaphics，然後針對On Air Gaphic部分中的形象廣告討論，導入案例分析，剖析各家電視台的形象廣告。也藉由ZMET(隱喻抽取技術)研究，請電視台工作人員蒐集圖片做為線索，透過圖片中所含的隱喻，藉由有效的探索與創造心智活動，分享視覺隱喻背後所隱藏的構念，整理出來的構念和圖像資料也作為形象廣告創作的元素。
ZMAT研究和案例分析以新唐人亞太電視台為例¬，一個國際性的電視台。結論的部分為：(1) 「安全感」、「包容」、「融合」、「自信」等共同構念(construct) 是屬人心中最深層的對於「唐」的想法。(2) 抽取出來的共同構念(construct)中，發現很多的的構念(construct)是屬於馬斯洛的需求理論中，(安全感)第二階層安全需求和(自信)第四階層尊重需求。(3) 把很多電視台形象廣告的元素解碼，看見他們在調性、表現形式和製作技術（tone . format . technique）上如何運用，對於從事電視頻道品牌形象廣告設計上有很大的幫助。(4) 創作運用的元素很豐富，但是表現方式必須根據核心價值延伸，符合核心價值的表現才是關鍵。(5)從ZMAT研究、案例分析到創作電視品牌形象廣告，是有連貫性的。
comparatively weak. It is, therefore, imperative for TV medium to find its own positioning in the severe competition environment. Especially in the field of “TV channel packaging (VI)”, also called TV channel identification system, many TV channels use various colors or different dynamic image advertisements. However, not all of these packages can express its core value, mission and vision clearly. This research tries to understand the meaning of “brand” and in-depth analyze the concept of “TV channel brand”; then, discuss the TV channel packaging (VI), including on air graphic and off air graphic. Case studies are adopted to analyze the image advertisements on air graphic part. The ZMET research method is applied to explore the ideas behind the sight metaphor through effective examination and creation of body and mind activities. The concluded constructs and figures become the elements of creation of image advertisement. This paper applies ZMAT research method and uses New Tang Dynasty Asian Pacific TV, an international TV, as a case study. The conclusions are: (1) “Security”, “forbearance”, “fusion”, “confidence” which are deeply embedded in human beings’ mind are the constructs to “Tang”. (2) Many abstracted constructs belong to Masow’s second layer - security and forth layer – confidence. (3) We can find how a TV channel operates its tone, format and technique by decoding its image advertisements which is helpful for future design of TV channel brand and image advertisements. (4) It is crucial to combine creation and innovation with core values. (5) There is continuity from ZMAT research, case analysis to TV brand mage advertisement creation.
comparatively weak. It is, therefore, imperative for TV medium to find its own positioning in the severe competition environment. Especially in the field of “TV channel packaging (VI)”, also called TV channel identification system, many TV channels use various colors or different dynamic image advertisements. However, not all of these packages can express its core value, mission and vision clearly. This research tries to understand the meaning of “brand” and in-depth analyze the concept of “TV channel brand”; then, discuss the TV channel packaging (VI), including on air graphic and off air graphic. Case studies are adopted to analyze the image advertisements on air graphic part. The ZMET research method is applied to explore the ideas behind the sight metaphor through effective examination and creation of body and mind activities. The concluded constructs and figures become the elements of creation of image advertisement. This paper applies ZMAT research method and uses New Tang Dynasty Asian Pacific TV, an international TV, as a case study. The conclusions are: (1) “Security”, “forbearance”, “fusion”, “confidence” which are deeply embedded in human beings’ mind are the constructs to “Tang”. (2) Many abstracted constructs belong to Masow’s second layer - security and forth layer – confidence. (3) We can find how a TV channel operates its tone, format and technique by decoding its image advertisements which is helpful for future design of TV channel brand and image advertisements. (4) It is crucial to combine creation and innovation with core values. (5) There is continuity from ZMAT research, case analysis to TV brand mage advertisement creation.
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Keywords
品牌, 電視頻道品牌, 形象廣告, ZMAT, brand, TV channel brand, image advertisement, ZMAT