學生創造思考能力與平面廣告圖像偏好及其相關因素研究

Abstract

本研究旨在探討學生在不同人口變項（性別、年級、主要照顧者之教育程度、及家庭經濟狀況）之因素下、其創造思考能力與平面廣告圖像偏好之關係。本研究利用問卷調查法，以北北基地區國小五年級、國中八年級、及高中二年級之學生為對象，於臺北市、新北市及基隆市隨機抽取3所國小、3所國中與3所高中，共9所學校244人為研究樣本，所使用之研究工具包括「新編創造思考測驗－圖形版」及「平面廣告圖像偏好問卷」。資料分析方法包括描述性統計、多變量變異數分析、多元迴歸分析、逐步回歸分析及典型相關分析。研究發現如下:

一、不同性別與年級的學生在創造思考能力上有顯著差異，但不同主要照顧者之教育程度、及不同家庭經濟狀況的學生在創造思考能力上未達顯著差異。 二、不同年級的學生在平面廣告圖像偏好上有顯著差異，但不同性別、主要照顧者之教育程度、及不同家庭經濟狀況的學生在平面廣告圖像偏好上未達顯著差異。 三、學生的創造思考能力可預測其平面廣告圖像之偏好。 四、學生的創造思考能力可解釋其平面廣告圖像之偏好。

根據研究結果，研究者提出建議，以供教師於教學、教材編制及未來研究者做為參考。

The main purpose of this study is to explore the relationships among students ’ population statistic variables (gender, grade, education of primary caregiver and socioeconomic status), creativity and imagery preference in print advertisement. This study used the method of questionnaire survey to collect data. The participants included 244 students coming from 9 classes in 3 elementary schools, 3 junior high schools and 3 senior high schools in Taipei City, New Taipei City and Keelung City. The instruments employed in this study were “New Creativity Test” and “Imagery Preference of Print Advertising Questionnaire”. The employed methods included descriptive statistics, one way MANOVA , multiple regression analysis, stepwise regression analysis and partial correlation analysis . The main findings of this study were as follows:

1)Gender and grade have a significant difference on creativity of students, but the education of primary caregiver and socioeconomic status do not. 2)Grade has a significant difference on imagery preference in print advertisement of students, but the gender, education of primary caregiver, and socioeconomic status do not. 3)The students’ creativity manages to predict the imagery preference in print advertisement. 4)The students’ creativity explains the imagery preference in print advertisement.

Finally, according to the results of this study, some suggestions were offered to teaching, teaching material design, and the future researchers.