環境媒體視覺設計之創作研究 -以台北市捷運戶外廣告為例

Abstract

大眾捷運系統有如城市的心臟，一手掌握著城市的脈動，對於人們便利日常生活和交通往來，通達各地有其方便和實用的性質，是人們生活在城市裡不可缺少的重要交通工具之一；而戶外廣告其形式多元且手法變化萬千，隨著不同環境媒體來改變其廣告呈現的方式，因此本研究將歸納出環境媒體在視覺設計方面，有那些設計模式是多次運用在實際的露出之中，並將創作研究的廣告作品預設刊登於密集露出於人們生活之中的台北大眾捷運系統，藉以建構未來可能執行並使用在環境視覺設計上的新體驗及建議。本創作研究論述內容主要透過分析廣告視覺來找尋環境媒體的表現形式和方法，是以文獻收集的結果和個案分析來歸納戶外廣告案例在創作視覺的呈現方式和可能性，並以專家訪談的方式，來深入了解戶外廣告創作的過程和相關經驗。其中訪談二位專家，分別是喜思媒體整合行銷公司副總經理郭雅雯女士和捷運廣告代理的漁歌廣告總經理蘇玉麟女士。本創作研究歸納整理出牆面與看板、柱體、地面與樓梯、電梯、手扶梯、車體等六大項環境媒體的表現模式，並探討大眾捷運系統環境媒體場域的視覺設計運用模式，進一步匯整出環境媒體與視覺設計二者之間的搭配及運用。環境媒體廣告必須能夠深入群眾，並且隨著不同環境媒體來改變其廣告呈現的方式，以瞬間抓住人的視覺。本研究主要著重於概念的發想，以爭鮮和104人力銀行為創作對象，歸納出環境媒體在視覺設計方面的運用，其概念仍可應用在其它不同的商品上，並套用於實際的廣告露出之中，其概念的引伸將促使商業運用價值無可限量。

關鍵字：環境媒體、戶外廣告、交通廣告、視覺設計Mass Transportation System, like the heart of a city, facilitating convenience in people’s daily life, is one of the indispensable and important means of transportation. Outdoor Advertising, on the other hand, has multi-forms and changes, adapting its manifestation of advertising to different Ambient Media. Therefore, on the visual design of ambient media, this study categorizes some design modes that are used in actual exposure for many times and that densely pre-post advertising works of creative research in Taipei metro in order to form new executable experiences and suggestions of ambient visual design. The main content of this thesis is to search for presenting forms and methods of ambient media through analyzing visual advertising, to find outdoor advertising examples in presenting forms and possibilities of visual creation by literature collection and case study, and to deeply understand the processes and related experiences of the creation of outdoor advertising. Two interviewed experts are Mrs. Kuo Ya Wen, vice president CS Innovations Marketing Group Co., Ltd. and Mrs. Su Yu Lin, CEO of Fishingsong Advertising Ltd. This study categorizes 6 presenting modes of ambient media as billboards, columns, floor surface, stairs, elevators, escalator, and car surface, and discusses the application modes of visual design on metro system’s ambient media so as to generalize the allocation and application between ambient media and visual design. The ads of ambient media must catch the attention of the general public and change presenting forms of ads with different ambient media so as to arouse customers’ awareness. This study is mainly focused on the inception of ideas and takes SUSHI EXPRESS CO.,LTD and 104 Job Bank. as examples as the creation objects to generalize the application of ambient media in visual design. These ideas can apply to other different merchandises and actual advertising exposures. And the derivatives of these ideas can still apply to countless business operations.

Keywords：Ambient media,Outdoor Advertising,Transit Advertising,Visual Design