行動應用程式In-App廣告運用於東港迎王祭典之創作研究

Abstract

東港迎王平安祭典於2011年獲得文化部指定為國家重要無形文化資產，擁有百年歷史與完整的祭祀科儀，祭典對於東港人而言，代表著歷史的演變與地方文化的傳承，在快速發展的現代社會中，這樣深具地方特色的常民文化，顯得難能可貴。三年一科的東港迎王祭典程序與內容繁瑣而複雜，一般民眾不易於活動當下理解其深厚的文化內涵，容易淪為看熱鬧甚或觸犯禁忌。行動通訊科技扮演著現今節慶活動行銷與資訊提供的重要角色，本研究透過App行動行銷的即時性、互動性之特點，將橫跨三年的東港迎王十三大程序轉化為具有懷舊風格的插頁式廣告圖像系列活動，目標受眾為東港迎王App上的使用者，隨著祭典不同時程的內容，將陸續接收即時推播訊息，藉此感受東港迎王祭典的文化精神與熱鬧氛圍。With hundred-year history and complete sacrificial rituals, the Welcoming Royal Lords Ritual in Donggang was designated by Ministry of Culture as national important intangible cultural heritage in 2011. For people in Donggang, ritual represents historical evolution and local cultural heritage; however, in modern society with rapid development, the folk culture with strong local characteristics is extremely commendable. The Welcoming Royal Lords Ritual in Donggang held every three years covers tedious and complicated procedures and contents, so it is not beneficial for activities of general public; if profound cultural connotations of the ritual are explored at present, you easily become lookers-on or violate the taboo. Since mobile communication technology plays an important role of marketing current festival events and providing information, the study transforms thirteen procedures of Welcoming Royal Lords Ritual in Donggang taking three years into interstitial advertisement image campaign with retro style by using real-time and interactive features of mobile App marketing, and popularizes the activities to target audience, namely users of Welcoming Royal Lords App in Donggang; real-time push notifications are successively received according to contents of ritual at different time intervals, therefore, people can experience cultural spirit and lively atmosphere of the Welcoming Royal Lords Ritual in Donggang.