梁桂嘉Kuei-chia Liang吳湘玲Shiang-ling Wu2019-09-052014-7-312019-09-052014http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN0001682106%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/103123摘要 台灣與大陸廣告文化不同，面對以商品力為主的大陸客戶時，台灣的廣告創意人最常被質疑的是「這商品是否太安靜？能否有動感!」。本研究以追求時間、速度和動力的未來主義文獻為本，從畫家宣言、作品及研究學者的文獻，探究出未來畫派的美學觀與美學法則；並從廣告文獻中探討出廣告策略、創意表現的重要原則。綜合以上二項發現，再經由國內外知名品牌廣告策略案例的次級資料分析、國內外廣告表現範例的內容分析，應證出未來派美學觀點已運用於廣告策略思考的事實，並將其歸納為四種不同時間設定的速度策略思考模式；並搜尋了國內外近三年的417件廣告案例，藉由專業焦點小組依未來畫派的美學法則之定義，分類討論並篩選出代表的廣告範例31件。代表範例經內容分析、類比法分析後，發現十七種未來派創意表現方法可運用於平面廣告，分別為1.單純的幾何型動力線；2.漩渦型動力線；3.目標對象物的形體動力線；4.連續動作流動軌跡的動力線；5.相同環境下身歷其境的周遭氛圍並存手法；6.相異環境下身歷其境的周遭氛圍並存手法；7.光線間相互滲透；8.異體間相互滲透；9.自體間相互滲透；10.與環境間相互滲透；11.色彩面積可小可大的色彩分光；12.原色色彩不同明度的色彩分光；13.有次序產生速度錯覺的多點透視；14.有方向性產生速度錯覺的多點透視；15.聲波圖形；16.描述聲音；17.物與物的撞擊聲。此結論可協助未來將進軍大陸的廣告業者、台灣客戶，破除大陸人所謂的動感迷思；於後並將以上發現運用於實際廣告案例做為創作實驗。Abstract It is quite different when the advertising phenomenon of Taiwan and that of Mainland China is discussed. The question “whether this product show is too quiet? Whether there is a movement? ” is often asked by PRC clients who are eager to emphasize the strength of product benefits and therefore the challenge of Taiwanese advertising people take place. The basic concept for this study are the pursuit of time, speed and universal dynamism of the futurism, and then explore the declarations of painters from the literature, works and research scholars as a method to reveal the aesthetic theory and aesthetic rules. Moreover, to explore the advertising strategies and important principles of creative expressions from the advertising literature. According to the points mentioned above, then through the secondary step of data analysis of well-known brand advertising strategy cases, content analysis of domestic and international advertising performance paradigms should reveal that the points of view of the futuristic aesthetics has been used in the strategic thinking of the advertising field, and therefore can be grouped into four different speeds strategic thinking according to the time setting mode. Furthermore, the search of the 417 domestic and international advertising cases within the nearly three years through professional focus group discussed classification filters out the 31 advertising representative examples based on the definition of futuristic aesthetics. Via a representative sample of the content analysis and the analysis of analogy, seventeen creative expression methods of futurism which can be applied to print ads are found out as follows: l. Simple geometric force-lines; 2.Swirl-type force-lines; 3.Physical force-lines of target; 4.Flow trajectories force-lines of the continuous motion; 5.Immersing the surrounding atmosphere of coexistence practices in the same environment; 6.Immersing the surrounding atmosphere of coexistence practices in the different environment; 7.The interpenetration of light; 8.Allogeneic interpenetration, 9.Autologous interpenetration; 10.The interpenetration of environment; 11.Small or large areas of the spectral color; 12.Different brightness of the spectral color; 13.Speed illusion of orderly multi-point perspective; 14.Speed illusion of the directional multi-point perspective; 15.Sonic graphics; 16.Describing the sound; 17.The sound of the crash of things. This conclusion can help advertisers from Taiwan and Taiwanese customers to solve the question asked at the beginning. All the perspectives mentioned above will be applied to my experimental works at the end that based on real advertisements.未來主義廣告策略創意策略廣告創意平面廣告公益廣告FuturismAdvertising strategyCreative strategyCreativePrint adsPSAs