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| Title: | 中文數位字體對平面廣告傳達品牌形象、知覺品質與知覺價格之影響
The Influence of Chinese Digital Typefaces on Graphic Advertising Effects Brand Image, Perceived Quality and Perceived Price. |
| Authors: | 蔡柔安
Tsai, Rou An. |
| Contributors: | 張卿卿
蔡柔安
Tsai, Rou An. |
| Keywords: | 中文數位字體
平面廣告
品牌形象
知覺品質
知覺價格
Chinese Digital Typefaces
Graphic AD
Brand Images
Perceived Quality
Perceived Price |
| Date: | 2013 |
| Issue Date: | 2014-07-29 15:58:59 (UTC+8) |
| Abstract: | 中華文化淵遠流長，文字歷史更達兩千年之久，然綜觀學界之學術研究，對於中文字體的設計研究與應用方針較少著墨，大多著眼於字學、筆法、易讀性與識認性等；而筆者認為字體應用為廣告中不易察覺卻具微妙影響力之重要元素，故本研究欲深究探討廣告內中文數位字體之選擇應用對品牌形象、知覺品質與知覺價格所產生的影響，供業界得以因應欲傳達訊息及表現形象妥善選用字體。
本文之理論架構主要參考Keller(1993)對品牌形象的定義與構面，因字體做為產品包裝外觀的視覺元素之一，屬品牌形象中的非產品相關屬性，故推測字體會形塑品牌形象。另由於字體是形成廣告質感的要素之一，根據Zaitheml(1998)知覺品質模式，本研究推導字體亦會影響產品的知覺品質與知覺價格。
研究方法率先針對相關專業從業人員執行前導研究，篩選出16個常見字體施測並得出以上字體可能產生之形象連結，繼而以實驗法將這些字體應用於廣告中文案，探索消費者是否因廣告中使用字體的轉換而對產品的品牌形象產生感知差異；以及不同字體是否會影響產品的知覺品質和知覺價格。
本研究期望實證字體對於品牌形象、知覺品質與知覺價格的可能影響，俾使業界在執行製作物時有所依據，能夠妥善應用字體以精準傳達訊息，借力使力達成良好廣告效果。
Chinese culture has been dynamic for thousands of years, and the history of Chinese characters is even more than two thousand years. However, there are only few researches studying about how to design and apply the typefaces of Chinese characters; instead, focusing on the meanings, writings, pronunciations of these complicated words. For me, I found that the application of Chinese characters has a flow of power effecting on the presents of an advertisement. In the other words, it’s not an intensive, yet effective factor on visual effects. Therefore, I have a motivation to study on the connection between brand image, perceived quality, perceived price and the application of Chinese digital typefaces. I believe it will be a very practical reference for marketing. As people put efforts on the usages of Chinese digital typefaces, it will arouse a power of selling.
The study is based on Keller(1993), which talks about the definition and presentation of brand image. Digital typeface is absolutely a chain of visual elements that belongs to one of non- product effects for brand image. Moreover, it presents the quality of advertisement. According to Zaitheml(1988), the mode of perceived quality, digital typeface would change the quality and price of a product.
First, study method is to ask people doing a pilot studies. As a result, we can find out 16 common Chinese digital typefaces. From these, we can clearly connect the typefaces with the brand images. Next, placing these typefaces into an advertisement, and it can test whether consumers will change their feeling on a brand image while it has been changed. Different Chinese digital typefaces would come out different perceived qualities and prices.
I expect this research can provide a standard of using Chinese digital typefaces, and increase the quality of ad. |
| Reference: | 一、中文部分
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二、英文部分
Ahtola, O.T. (1984). Price as a `give` component in an exchange theoretic multicomponent model. In T.C. Kinnear (Ed.), Advances in Consumer Research . Ann Arbor, MI: Association for Consumer Research, 623-626.
Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). Effects of price, brand and store information on buyer’s product evaluations. Journal of Marketing Research, 28(2), 307-319.
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Erickson, G. M. & Jonansson , J. K. (1985). The Role of Price in Multi-Attribute Product Evaluations. Journal of Consumer Research, 12(2), 195-199.
Garvin, D. A. (1987). Competing on the Eight Dimensions of Quality. Harvard Business Review, 65(6), 101-109.
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三、網路部分
〈雜談 —常常搞混的一些詞〉(2013年10月03日)。取自JUSTFONT BLOG http://blog.justfont.com/2013/02/some_nouns/#more-3925
〈字型與lettering〉(2013年10月03日)。取自JUSTFONT BLOG http://blog.justfont.com/2013/06/fontvslettering/ |
| Description: | 碩士
國立政治大學
廣告研究所
101452006
102 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0101452006 |
| Data Type: | thesis |
| Appears in Collections: | [廣告學系] 學位論文
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| 200601.pdf | | 14875Kb | Adobe PDF2 | 497 | View/Open | | 200602.pdf | | 14875Kb | Adobe PDF2 | 420 | View/Open |
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