以電影手法表現之魔物獵人遊戲廣告設計創作研究

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2015

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魔物獵人系列遊戲於攜帶型主機上問世,同時也發展出屬於它自我的風格與類型。其最大特點為攜帶方便,走到哪,玩到哪,易與朋友同樂,甚至可以藉由網路功能,將歡樂即時分享。該遊戲成為日本國民遊戲的地位。從2004年以來,其整體廣告行銷造成的銷售佳績極其可觀。本創作研究之目的在探索其背後之廣告效應與廣大商機之發展模式,分析其成功的廣告視覺運用手法。本創作研究將廣告傳播相關理論分析、動作遊戲相關理論探討、魔物獵人系列架構與發展之研究,以上三節來講述第二章之學理依據。同時於第三章之創作研究歷程與個案解析之處,解析國內外以及日本之遊戲廣告視覺表現手法分析,且搭配文獻分析法、個案分析法及深入訪談法進行探討彙整,並依此基礎研究結果提出完整的廣告設計創作研究。可創作研究之具體結論與價值為發掘玩家對「魔物獵人品牌」的視覺印象,藉由此印象形成創新的廣告視覺表現方式,運用等同電影宣傳的品質與構圖張力,並融入廣告創意的發想構思,讓「魔物獵人品牌」的宣傳視覺更強大且更震撼。
Monster hunt video game is the National Game in Japan. The first installment launched in then years ago and it already have ten installments from now. This game is not only keep creating new play mode but also continue optimization the play screen and motion. However, monster hunt can be so successful, advertising communication is playing a very important role. The research is to discover the benefits that come from advertising communicationand provide the effective suggestions for the adverting agency and Game companies. The first part of research will be analysis monster hunt communication method in Japan. Second, resolve the other successful cases. Third, interview the game players to find out the insights. In the end, the conclusion will simulation how to do advertising communication in Taiwan.

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魔物獵人系列, 攜帶型主機, 電玩遊戲廣告, 廣告視覺表現, Monster hunter, Portable Host, video game advertising, advertising communication

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