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    政大機構典藏 > 傳播學院 > 新聞學系 > 學位論文 >  Item 140.119/33234


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    題名: 從情境互動的角度看廣告版面編排之工作
    作者: 卓峰志
    貢獻者: 鍾蔚文
    陳百齡
    卓峰志
    關鍵詞: 廣告
    版面編排
    活動理論
    情境互動
    日期: 2006
    上傳時間: 2009-09-17 15:51:03 (UTC+8)
    摘要: 本研究從情境互動的角度切入，以活動理論為主要參考架構，探討「廣告版面是怎麼被編排出來的」；進一步說，這個問題在探討廣告版面的最後呈現，是那些因素所造成的？

    傳統的版面編排研究，從閱聽人對不同廣告版面特徵的反應，來反推廣告版面應該如何編排。探討的重點，具體而言包含：怎麼呈現版面構成元素，採用哪種版面編排類型，最能提升閱讀率或廣告效果；廣告版面如何被編排出來，並不在其探討之列。本研究則認為，訊息製作者端的研究不應被忽略，探討廣告設計人員編排版面的過程，可以提供廣告版面應該如何編排的另外一種觀看角度。

    要研究廣告版面如何編排，傳統的研究方式可能採取資訊處理典範，把人比作電腦，探討廣告設計人員在編排版面過程中運用個人智能解決問題的過程。本研究卻認為在真實情境中探討廣告版面如何編排，不能不考慮版面編排工作與情境互動的特性，因此，以日常生活及工作職場的實務智能研究為師，以活動理論做為參考架構，從「情境」、「互動」的角度來分析廣告版面如何編排。

    本研究以「編排NUREACH廣告版面」為個案，說明活動系統各組成要件的內涵時，有些觀察發現有別於過去以活動理論為架構所做的研究，將可促使活動理論更趨完整與成熟。此外，對版面編排研究的貢獻，主要有二：(一) 本研究認為廣告版面是在人與目標、規則、社群、中介工具等情境因素互動之下浮現出來的，適足以補充傳統資訊處理典範的不足；(二) 本研究發現主體在活動系統中的角色較其他環節吃重，但是並非獨力完成版面編排工作，可以幫助釐清版面編排過程中，主體所扮演的角色。
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