English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113648/144635 (79%)
Visitors : 51610005      Online Users : 407
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/57950


    Title: 創造我們的故事:以共同敘事概念建構體驗型互動裝置
    Creating Our Stories: Constructing Experiential Interactive Installation with Collaborative Narrative Concepts
    Authors: 吳岱芸
    Wu, Dai Yun
    Contributors: 吳岳剛
    廖文宏

    Wu, Yueh Gang
    Liao, Wen Hung

    吳岱芸
    Wu, Dai Yun
    Keywords: 共同敘事
    故事
    體驗
    互動裝置
    collaborative narrative
    storytelling
    experience
    interactive
    Date: 2011
    Issue Date: 2013-05-01 11:44:44 (UTC+8)
    Abstract:   近年來數位科技的蓬勃發展,讓行銷溝通加入了消費者參與、進行互動的可能性。這趨勢使得消費者在行銷溝通中所扮演的角色日益重要,而品牌也漸漸跳脫透過傳統廣告說故事給消費者聽的形式,開始以消費者為中心,提供開放式的體驗環境,邀請消費者參與其中,與品牌共同創造價值。
      本研究以「共同敘事」的概念來描述這種新型態的行銷溝通手法,主張共同敘事包含了廣告「主張」、消費者「參與」,和「敘事」三項基本要素。品牌將廣告主張植入一個開放的敘事結構中,然後設置目標,邀請消費者透過實際的參與行動,決定故事的發展和結果,共同創造一段與個人密切相關的特殊經驗,並從中體驗廣告主張。
      在討論相關文獻之後,本文鎖定「家外裝置」(out-of-home installation)作為主要媒介,探討其定義、特色和價值,接著提出一個實踐共同敘事學理的創作計畫。其主要內容包括:(1)以「蔬食搶救死亡海域」為溝通議題,並選定「國立海洋生物博物館」作為溝通情境;(2)整合感測器、社群、以及行動運算科技,設計一套虛擬海底世界裝置,呈現一個因為人類肉食需求而快速惡化的海底世界,邀請消費者採取行動,幫助海洋恢復原貌。透過共同決定海底世界的命運,這個互動裝置除了讓人了解肉食與生態環境之間的關係之外,還進一步引導消費者將永續的觀念落實於生活中。
      在創作的過程中作者發現,共同敘事裝置的故事情節不宜太過複雜,體驗的重點應放在故事的發展如何被「共同決定」上。因此創作時適合先將廣告主張轉換為簡單的因果關係,接著才思考故事中消費者參與的方式應如何安排。而數位科技的加入,無論對故事架構的發展、或互動體驗的設計,都帶來相當程度的幫助,甚至為互動裝置帶入電玩遊戲的成分,也因而帶來更讓人沉浸的互動體驗。
      In recent years, digital technology empowers marketing communications with the possibilities of consumer participation and interaction. This new trend causes consumers to play increasingly important roles in marketing communication. Meanwhile, brands attempt to go beyond traditional forms of communication by offering consumer-centric experiences and inviting consumers to participate in the value-adding process.
      In this thesis, we propose a new type of marketing communication technique based on collaborative narrative. We argue that collaborative narrative consists of three essential elements, namely, advertising claim, consumer participation, and story. First of all, the advertising claim should be converted into an open-ended story structure. The brand has to set a goal for the story. Then, the brand invites consumers to play a part in the story, and shape the ultimate development of the story. In this way, consumers co-create a personally relevant and unique experience with the brand, and experience the advertising claim directly.
      Through the discussion of related work, we select out-of-home installation as the primary media, and clarify the definition, features, and value of out-of-home installation. We then outline a creation plan based on the collaborative narrative concept. This project contains two key components. Firstly, the main issue of the communication is "go vegetarian and revive dead zone." We choose the National Museum of Marine Biology and Aquarium as the communication context. Secondly, we integrate sensors, social networks, and mobile computing technologies to design a virtual underwater world. The installation displays an underwater world which is rapidly deteriorated as a result of meat consumption. We ask consumers to revive the marine ecosystems by their joint efforts. By determining the destiny of the underwater world in a collective manner, consumers can understand the relationship between meat intake and ecological protection, and learn to implement sustainable practices in their daily lives.
      The main challenge of collaborative narrative creation arises from the fact that advertising claim, story arrangement, and participation design must be closely linked for the consumers to experience and appreciate the advertising claim while co-creating the story. Besides, new digital technologies help to expand the scope of collaborative narrative, and bring the ingredients of video games and immersive experiences into interactive installations.
    Reference: 方力行(2004年7月)。〈海洋與生命〉,《科學發展》,379:52-59。
    吳世全。〈裝置藝術〉。取自「台灣大百科全書」http://taiwanpedia.culture.tw/web/content?ID=9915
    姚惠忠(2009)。《公共關係學: 原理與實務》。台北:五南。
    陳建豪,陳柏年(2006年6月)。〈10倍效益 戶外廣告成功圍堵消費者〉,《遠見雜誌》,240。
    創市際市場研究顧問公司(2011年3月)。創市際月刊報告書。取自http://news.ixresearch.com/?page_id=1534
    鄭雅菁(2011年7月)。〈家外媒體4趨勢 精準高效益〉,《動腦雜誌》,取自http://blog.udn.com/t8830209/5379246#ixzz1lYi86NIv
    韓彥文譯(2008)。〈科學家揭秘為什麼我們愛聽故事〉,《環球科學》,11。
    羅倩姬(2011年4月14日)。〈家外傳播有什麼新趨勢?〉,《動腦新聞》,取自http://www.brain.com.tw/News/RealNewsContent.aspx?ID=15374
    Barker, C. & Gronne, P. (1996). Advertising on the world wide web. Copenhagen Business School. Retrieved from the World Wide Web: http://www.pg.dk
    Belch, G.E. & Belch, M.A. (2004). Advertising and Promotion: an integrated marketing communications perspective, 6/e, with powerWeb. Boston, Mass: McGraw Hill Higher Education.
    Berthon, P., Pitt, L., & Campbell, C. (2008). Ad lib: When customers create the ad. California Management Review, 50(4), 6-30.
    Bruner, J. (1986). Actual Minds, Possible Worlds. Cambridge, MA: Harvard.
    Bruner, J. (1990). Acts of meaning. Cambridge, MA: Harvard.
    Chang, C. (in press). Narrative Ads and Narrative Processing. In Thorson, E. & Rodgers, S. (Eds.), Advertising Theory. New York, NY: Routledge.
    Chronis, A. (2008). Co-constructing the narrative experience: staging and consuming the American Civil War at Gettysburg. Journal of Marketing Management, 24(1-2), 5-27.
    Csikszentmihalyi, M. & Csikszentmihalyi, I. (1988). Optimal experience: Psychological studies of flow in consciousness. New York, NY: Cambridge.
    Csikszentmihalyi, M. (1990). Flow : the psychology of optimal experience. New York, NY: Harper and Row.
    Dead zone. (2012, January). In Wikipedia, the free encyclopedia. Retrieved February 17, 2012, from http://en.wikipedia.org/wiki/Dead_zone_(ecology)
    Ducoffe, R. H. (1996). Advertising Value and Advertising on the Web. Journal of Advertising Research, 36(5), 21-35.
    Ericsson Consumer Lab, (2011). From apps to everyday situations. Retrieved from http://www.ericsson.com/res/docs/2011/silicon_valley_brochure_letter.pdf
    Escalas, J. E. (1998). Advertising narratives: What are they and how do they work? In B. Stern (Eds.), Representing Consumers: Voices, Views, and Visions (pp. 267-289). New York, NY: Routledge & Kegan Paul.
    Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1&2), 168-180.
    Etgar, M. (2008). A descriptive model of the consumer co-production process. Journal of the Academy of Marketing Science, 36, 97-108.
    Householder, L. (2008, January 28). Avoiding Purple Gorillas: 5 principles of installation advertising. Retrieved from http://www.advergirl.com/2008/01/avoiding-purple.html
    Installation art. (2012, February). In Wikipedia, the free encyclopedia. Retrieved February 16, 2012, from http://en.wikipedia.org/wiki/Installation_art
    Installation Europe. (2011, July 27). Digital technology will transform OOH advertising, says report. Retrieved from http://www.installationeurope.com/main-content/full/digital-technology-will-transform-ooh-advertising-says-report
    International Programme on the State of the Ocean. (2011). International earth system expert workshop on ocean stresses and impacts. Retrieved from
    http://www.stateoftheocean.org/pdfs/1906_IPSO-LONG.pdf
    Kinetic Worldwide. (2010). Kinectic View: Ten rules for Digital OOH. Retrieved from Kinectic View Web site: http://www.kineticww.com/home/what-are-we-thinking/kinetic-views.aspx
    Lenderman, M. (2006). Experience the message: How experiential marketing is changing the brand world. New York, NY: Carroll & Graf.
    McKee, R. (1997). Story: Substance, structure, style and the principles of screenwriting. New York, NY: Harper-Collins.
    McKee, R., & Fryer, B. (2003, June). Storytelling that moves people. Harvard Business Review, 51-55.
    Mitchell, A. (2006, April 6). We must reinvent marketing for empowered consumers. Marketing Week, 29(14), 28-29.
    Morgan Stanley. (2010, April). Internet trends. Retrieved from http://www.morganstanley.com/institutional/techresearch/internet_trends042010.html
    Nielsenwire. (2011, May). In the U.S., tablets are TV buddies while eReaders make great bedfellows. Retrieved from http://blog.nielsen.com/nielsenwire/?p=27702
    Nikkel P. (2007, August 16). E-TAIL: Price of empowerment. Marketing Week, (01419285), 26-27. Retrieved from http://search.proquest.com/docview/228198611?accountid=10067
    Out-of-home advertising. (2012, February). In Wikipedia, the free encyclopedia. Retrieved February 16, 2012, from http://en.wikipedia.org/wiki/Out-of-home_advertising
    Pankraz, D. (2010, October 27). Introducing generation C: the connected collective consumer. Retrieved from http://blog.nielsen.com/nielsenwire/consumer/introducing-gen-c-%E2%80%93-the-connected-collective-consumer/
    Payne, A. F., Storbacka, K., & Frow, P. (2007). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96.
    Pine, B. J. II, & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review 76(4), 97-105.
    Pine, J. B., II, & Gilmore, J. H, (1999). The experience economy: Work is theatre and every business a stage. Cambridge, UK: Harvard.
    Pinker, S. (2007). Toward a consilient study of literature. Philosophy and Literature, 31(1), 162-178.
    Polaine, A. (2005). The flow principle in interactivity. Proceedings of the second Australasian conference on Interactive entertainment (pp. 151-158). Sydney, Australia: Creativity & Cognition Studios Press.
    Poulsson, S. H. G., & Kale, S. H. (2004). The experience economy and commercial experiences. The Marketing Review, 4, 267-277.
    Prahalad, C. K., & Ramaswamy, V. (2002). The co-creation connection. Strategy and Business, 27(2), 51-60.
    Prahalad, C. K., & Ramaswamy, V. (2004a). Co-creating unique value with customers. Journal of Interactive Marketing, 32(3), 4-9.
    Prahalad, C. K., & Ramaswamy, V. (2004b). Co-creation experiences: the next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
    Rossiter, J. R. (2008). Defining the necessary components of creative, effective ads. The Journal of Advertising, 37(4), 131-149.
    Rowley, J., Beata, K. T., & Leeming, E. (2007). Customer community and co-creation. Marketing Intelligence & Planning, 25(2), 136-146.
    Sanchez, P. (2011, February 11). Five tips for interactive OOH. Retrieved from: http://blog.monstermedia.net/2011/02/five-tips-for-interactive-ooh/
    Schank, R. C. (1999). Dynamic memory revisited. Cambridge, UK: Cambridge.
    Scheer, R., Moss, D. (2011, August 14). Ocean dead zones. E - The Environmental Magazine, Retrieved from http://www.emagazine.com/earth-talk/ocean-dead-zones
    Schmitt, B. H. (1999). Experiential marketing: how to get customers to sense, feel, think, act, and relate to your company and brand. New York, NY: The Free Press.
    Schmitt, B. H., Rogers, D. L., & Vrotsos, K. (2003). There`s no business that`s not show business: Marketing in an experience culture. New York, NY: FT Prentice Hall.
    Simmons, A. (2006) The Story Factor: Secrets of Influence from the Art of Storytelling, 2d ed. New York, NY: Basic Books.
    Smilansky, S. (2009). Experiential marketing: a practical guide to interactive brand experiences. UK, London: Kogan Page Limited.
    Stewart, D. W. & Pavlou, P. A. (2002). From consumer response to active consumer: Measuring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30, 376-396.
    United Nations Environment Programme. (2010). The 3rd edition of Global Biodiversity Outlook, GBO-3. Retrieved from http://www.unep.org/pdf/GBO3-en.pdf
    Wampler, A. (2010, August). Installation art: Exhibitions at William king museum and Emory & Henry College. A! Magazine for the Arts, 17(8), 2.
    Worm, B., Barbier, E. B., Beaumont, N., Duffy, J. E., Folke, C., Halpern, B. S.,…Watson, R. (2006). Impacts of biodiversity loss on ocean ecosystem services. Science, 314(5800), 787-790.
    Yadav, M. S. & Varadarajan, R. (2005). Interactivity in the electronic marketplace: an exposition of the concept and implications for research. Journal of the Academy of Marketing Science. 33(4), 585-603.
    Description: 碩士
    國立政治大學
    數位內容碩士學位學程
    99462007
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0099462007
    Data Type: thesis
    Appears in Collections:[數位內容碩士學位學程] 學位論文

    Files in This Item:

    File Description SizeFormat
    200701.pdf10132KbAdobe PDF21453View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback