平面媒體設計對報考意願影響之研究-以國軍人才招募為例

Abstract

本研究主旨在探討國軍人才招募平面媒體對目標對象之報考意願的影響，以修正式德菲法及問卷調查法為主要的研究方法。修正式德菲法的研究對象包括國軍人才招募中心的設計人員及歷年國軍人才招募之海報得獎者，共計13人；問卷調查的研究對象為臺北市高中職3年級學生，採分層隨機抽樣，共計發放550份問卷，回收問卷為545份，有效問卷為530份。資料處理以SPSS for Window 16.0軟體為主，採用平均數、標準差、四分位差、t考驗進行統計分析。本研究重要發現如下： 一、設計人員在國軍人才招募平面媒體設計上最強調色彩呈現，且運用理性文案 及國軍攝影寫實照片進行圖片型的版面編排，較不重視文案字體與人物代言。 二、對目標對象而言，文案內容最具有影響力；相對地，人物代言最不具有影響力。 三、設計人員與目標對象在各設計要素的重要性看法，大致相同但存有程度上的差異；但在影響報考意願之看法卻有顯著性差異。 根據上述的研究結論，針對國軍人才招募平面媒體設計呈現、國軍人才招募中心及後續研究提出相關的建議。

The aim of this present study was undertaken to assess the influence of the visual communication design of the military personnel recruiting, which is published by print media, on the willingness of target population to enlist. This investigation was evaluated statistically by the tools of Modified Delphi method and questionnaire for data collection. A total of 13 people, who are the designers of the Recruitment Center ofNational Armed Forces, were examined by Modified Delphi method. The populations tested by questionnaire are high school students of Taipei city, who were sampled by the stratified random test. Among 550 examinees, 545 questionnaires were replied, and 530 questionnaires were reliable. All the quantitative data was analyzed by SPSS16.0 version. Descriptive (frequencies, means, modes, standard deviations and quartile deviation) and inferential (t-tests) statistics were used for the data analysis. The major findings of this research were concluded as follows: 1. The designers emphasize more on color presenting, rational statement and realistic photographs for the layout of printed pages, instead of the typeface of words or the endorsements by celebrity. 2. The persuasive statement is most important for the target audience. Relatively, the endorsement by celebrity is last important. 3. As to the priority of the importance of design factors, the designers and the target audience have similar viewpoints. However, they have divergent viewpoints to the priority of the factors which influence the willingness to enlist. Based on the conclusion of the findings above, this study offers suggestions for the design-presenting in the graphic media of the military personnel recruiting, also opinions to the Recruitment Center of National Armed Forces and future studies.