English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113656/144643 (79%)
Visitors : 51716247      Online Users : 604
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
    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/67834
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/67834


    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
    王初慶(2010)。〈中國文字結構析論〉。台北:文史哲出版。
    朱介英(1996)。〈美術字技法〉。台北:美工科技。
    李溱甯(1993)。〈霧的視障干擾與廣告標牌文字字體骨架結構設計對駕駛視覺辨識的影響〉。國立台灣科技大學設計研究所碩士論文。
    金建陵(2008)。〈藏書〉,第六期。南京:南京市民間文藝家協會。
    陳俊宏、楊東民(2008)。〈視覺傳達設計概論〉。台北:全華圖書。
    曾昭茂(2002)。〈消費者對國際性品牌與國內製造商品牌偏好之研究-以童裝服飾為例〉。國立成功大學管理學院EMBA班碩士論文。
    曾啟雄、林長慶、楊剴勛(2001)。〈關於印刷字體歷史性演進之研究〉。國立雲林科技大學科技學刊,10(3),219-230。
    湯嘉明(2000)。〈液晶顯示器上動態中文字視認性與視覺動向之研究〉。國立雲林科技大學視覺傳達設計研究所碩士論文。
    馮議徹(2007)。〈漢字的筆劃特徵與風格意象〉。國立成功大學工業設計研究所碩士論文。
    黃俊英(2001)。〈行銷學的世界〉。台北:天下遠見出版股份有限公司。
    葉忠宜(譯) (2013)。〈字型之不思議〉。台北:臉譜文化。(小林章,2013)
    熊名真(2012)。〈知覺價格、地方形象及信任對品牌知名度與購買意願之影響-以農產品為例〉。國防大學管理學院運籌管理學系碩士班碩士論文。
    精誠資訊編輯部(譯) (2012)。〈文字的準則〉。台北:悅知文化。(伊達千代、内藤タカヒコ,2012)
    蔡登傳(2001)。〈應用文字的字型描述值評估其視認度之研究〉。台灣科技大學工業管理研究所博士論文。
    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.
    Erevelles, S., Abhik, R. & Stephen, L. V. (1999). The use of price and warranty cues in product evaluation: a comparison of U. S. and Hong Kong consumers. Journal of International Consumer Marketing, 11(3), 67-91.
    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.
    Holbrook, M. & Corfman,K. (1985). Quality and value in the consumption experience: Phaedrus rides again. In J.Jacoby and J. Olson (Eds.) Perceived Quality . Lexington, MA: Lexington Books, 31-51.
    Jacoby, J. & Olson, J. C. (1977) Consumer Response to Price: an Attitudinal, Information Processing Perspective, in Moving Ahead with Attitude Research, Wind, Y. and Greenberg, M. (eds.), American Marketing Association, Chicago, 73-86.
    Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
    Kotler, P & Gary A. (1991). Principles of Marketing, 5th ed. Englewood Cliffs, NJ: Prentice Hall.
    Mccarthy, M. & Mothersbaugh, D. (2002). Effects of typographical factors in advertising-based persuasion: a general model and initial empirical tests. Psychology & Marketing, 19, 663-691.
    Monroe, K. B. & Krishnan, R. (1985). The effect of price on subjective product evaluations, perceived quality: How consumers view stores and merchandise. (pp.209-232). In J. Jacoby, & J. Olson (Ed.), Lexington, MA: D. C. Heath.
    Park, S., Choi, D., Kim, J.(2005). JinwooInternational, Visualizing E-Brand Personality: Exploratory Studies on Visual Attributes and E-Brand Personalities in Korea. Journal of Human-Computer Interaction, 2005, 19(1), 7-34.
    Bringhurst, Robert(2004). The Elements Of Typographic Style: Version 3.0, 17-24. Pub Group West.
    Young, S. & Feigin, B. (1975). Using the Benefit Chain for Improved Strategy Formulation, Journal of Marketing, 39(3), 72-74.
    Zeithaml, V.A.(1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.


    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

    Files in This Item:

    File Description SizeFormat
    200601.pdf14875KbAdobe PDF2498View/Open
    200602.pdf14875KbAdobe PDF2420View/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