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政大典藏 > College of Communication > Department of Advertising > Periodical Articles > Item 140.119/57083

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/57083

Title:	廣告創意、處理經驗與溝通效果 Advertising Creativity, Processing Experiences, and Communication Effects
Authors:	吳岳剛 Wu, Yueh-Gang
Contributors:	政大廣告系
Keywords:	廣告創意;處理經驗;溝通效果
Date:	2008-07
Issue Date:	2013-03-06 14:10:45 (UTC+8)
Abstract:	相對於廣告創意在行銷溝通上的影響力，我們對於廣告創意的了解，顯得模糊而且沒有系統。本文主張廣告創意應該以消費者處理廣告的「經驗」作為討論的依據。「有創意」指的是為消費者帶來「驚喜」和「難忘的愉悅記憶」的廣告。本文首先探討廣告經驗與品牌體驗之間的關係，然後將處理經驗分成感官、認知、與價值經驗。最後，作者分享「政大廣告系二十周年慶」海報設計的過程，以展現經驗觀點可以如何應用在實際創作中，對創意的發想與評估產生幫助。
Relation:	廣告學研究,30,63-84
Data Type:	article
Appears in Collections:	[Department of Advertising] Periodical Articles

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