政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/61487

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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/61487

Title:	環境媒體廣告實作：以關懷單親家庭議題為例 Designing Ambient Media Advertising: A Case Study to Promote “Care for Single-Parent Family.”
Authors:	簡銘奇 Chien, Ming Chi
Contributors:	吳岳剛 Wu, Yueh Gang 簡銘奇 Chien, Ming Chi
Keywords:	廣告實作環境媒體公益廣告單親家庭 Advertising Design Ambient Media Creative Media Design Model Public Service Advertising Single Parent Family Scenario Design Approach
Date:	2011
Issue Date:	2013-11-01 11:43:15 (UTC+8)
Abstract:	「廣告學術知識實用嗎？」「它能為實作帶來何種幫助？」這些問題可以透過實際演練來回答。但是回顧國內博碩士論文，卻很少有關「廣告實作」的題目。這樣的情形引發本文作者的創作動機：以實作展現學術知識的應用價值。　　為了縮小研究範圍，作者選擇環境媒體（ambient media）為主要的創作形式，透過文獻回顧，找到兩種與環境媒體有關的設計方法──創意媒體設計模型與情境故事法，作為本文的創作方法。由於這兩種方法來自學界，用於實作可以展現其應用價值，並將學術知識傳送、轉譯進業界，促進產學交流。這是本文主要的創作目的。　　除了促進學術和實務之間的對話，本文還希望串起學校和社會之間的連結，透過研究所所學表達對某社會議題的關切。因此，作者將焦點放在非商業性的公益廣告，並選擇「單親家庭」為此次廣告實作的主題。希望藉由實作案例，發揮公益廣告的善性影響力，呼籲大眾關心單親議題。　　綜觀學界對單親的討論，大多著墨於單親的負面影響。其中，唯獨「單親家庭的優勢觀點」獨排眾議，強調的是單親的正向功能。作者認為如果廣告著力於這點，將有助破除一般人對單親的既定印象，形塑社會對單親家庭的友善氣氛。於是，本文從「優勢觀點」發展出此次實作的主要溝通方向：降低大眾對單親的歧視與刻板印象，並呼籲單親家庭成員活出正面、快樂的自我。最後，本文以「單喜臨門」為題，創作出六則公益廣告，分別為：目標對象鎖定在一般大眾的（1）離婚喜帖、（2）單喜更簡單；針對單親家長的（3）單親好運到、（4）第二春春聯、（5）下一站幸福，以及針對單親子女的（6）小單親大人物。　　反思這次實作經驗，本文發現：（1）創意媒體設計模型系統化環境媒體實作的思考過程，幫助創意發想、（2）情境故事法帶領廣告人進入目標對象的生活，幫助找到適合用來溝通的情境脈絡、（3）環境媒體可以歸納出兩個主要的設計流程，分別為流程一：主張→脈絡→媒體，與流程二：主張→媒體→脈絡，最後，（4）社會議題突顯了環境媒體適合用來「打游擊」，而不適合用來「說服」的行銷角色。 How practical is academic knowledge has long been disputed among advertising practitioners. So far as the dispute is concerned, this paper aims to demonstrate how beneficial academic knowledge could be in advertising practices. Firstly, ambient media advertisement is chosen as a demonstration of integrating “Creative Media Design Model (CMDM)” and “Scenario Design Approach (SDA)” in conducting ambient advertising. By adopting these two design methods borrowed from the academy, we further explore the possibility to bind together academic knowledge and advertising practices. Secondly, the objective of the project, “When Single Joy Approaches”, is defined as a concern over the social issue of “single-parent family”. This project aims to break the stereotype of “single-parent family” which has often been associated with “a miserable public image” “When Single Joy Approaches” is composed of six creative proposals. Among them, the target audiences include “people who are not being raised in single parent households”, “ single parents”, and “children living in single parent homes.” Finally, the creating process of this project suggests: (1) CMDM can help advertising practitioners to generate ideas by systematizing the creating process in an ambient media design. (2) SDA can help practitioners find the proper “context” to communicate with their target audiences. (3) Conducting an ambient media design can be divided into two different design processes : proposition-context-media (process 1) and proposition-media-context (process 2). (4) In the case of public service campaigning, it is clearer that ambient media’s effect is “weak and periodical” than “strong and consistent” in marketing
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Description:	碩士國立政治大學廣告研究所 98452008 100
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0098452008
Data Type:	thesis
Appears in Collections:	[Department of Advertising] Theses

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