符號學應用於平面廣告創意與視覺風格之影響- 以泰國、日本、台灣為例

Abstract

許多廣告之所以吸引人，便是在於它用快速、精準、創意、風格化的方式傳達給消費者，滿足消費者的需求與想像之外，隨著科技進步，執行技術的提升，使得廣告的視覺呈現更加成熟與增加更多無限可能性。本研究主題”符號學應用於平面廣告創意與視覺風格之影響以泰國、日本、台灣為例，其研究動機在於有鑑於近年來亞洲國家中的泰國與日本的廣告作品，在其創意與視覺風格之獨特性與風格性明顯，在近幾年的國際競賽中屢獲大獎，受到國際的重視，因此引發探討台灣廣告創意表現的研究動機。其研究目的在於藉由符號學的理論基礎分析其廣告創意的視覺與非視覺元素應用思考模式，以便結構化分析其應用情形與差異性，作為台灣廣告創意表現發展的思考參考。本研究主題之研究方法採取質化分析方式，收集泰國、日本、台灣代表性的得獎廣告，分析創意概念、視覺符號，了解其中執行差異性與創意邏輯模式，而透過本研究發現，廣告表現獨立與突顯風格的形成，基本上有兩個必要因素，其基本條件如下：１. 獨特的文化性與地域性視覺符號：根據分析研究，當廣告畫面出現明顯的地域性符號時，的確可以增加獨立的風格性，但不能完全單一只靠視覺上的符號性支撐。２. 明顯的文化性與地域性心理符號：搭配明顯的地域性或文化性心理符號元素，例如概念、定位、主張等等，其獨特風格才能有效呈現。Advertising is appealing is determined by it deliver message to target audiences in a prompt, concise, creative and stylish way to fulfill target audiences’ need and imagination. The visual design of the advertising becomes more mature and more possible by the progress of science and technology and the promotion of the executive technique. The motive of this research “Semiotics applies to adverting creativities and visual style that illustrated. By the creativities from Thailand, Japan and Taiwan” lies in Thailand and Japan’s advertising whose creativities and visual style are unique and apparent win the prize repeatedly and take them more seriously in these days. The objective of this research is employs the Semiotics’ theory to analysis the application module of the creativities’ visual and non-visual elements in order to systematically analysis the application and difference which can use as references of Taiwan’s advertising development. This research adopts qualitative analysis methodology by collecting Thailand , Japan and Taiwan’s award-winning works to analyze creative concepts and visual symbols to realize the different execution and logic thinking pattern of creativity. We find that advertising which has unique technique of expression and breaking style basically has two essential conditions as follows, 1.distinctive culture and local visual symbol : according to our analysis, when the advertising apparently show local symbol indeed can increase uniqueness but can’t fully rely on visual symbol. 2. Distinct culture and local mental symbols: as concept or positioning harmony with apparent local and culture symbols, then its’ unique style can be presented effectively.