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引文資料
題名:
創造我們的故事:以共同敘事概念建構體驗型互動裝置
書刊名:
商業設計學報
作者:
吳岱芸
/
吳岳剛
/
廖文宏
作者(外文):
Wu, Dia-yun
/
Wu, Yueh-gang
/
Liao, Wen-hung
出版日期:
2013
卷期:
17
頁次:
頁1-20
主題關鍵詞:
共同敘事
;
故事
;
體驗
;
互動裝置
;
Collaborative narrative
;
Storytelling
;
User experience
;
Interactive
原始連結:
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相關次數:
被引用次數:期刊(
1
) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:
1
共同引用:0
點閱:53
數位科技發展讓行銷溝通加入消費者參與的可能性,品牌得以將廣告主張植入開放的敘事結構,邀請消費者參與故事發展並體驗廣告主張。本研究以「共同敘事」概念描述這種新型態的行銷溝通手法,並且主張共同敘事包含「主張」、「敘事」、和「參與」等三個環節。本文鎖定家外裝置作為主要媒介,以「蔬食搶救死亡海域」為溝通議題,提出實踐共同敘事學理的創作計畫。整合感測器、社群、行動運算科技所設計的虛擬海底世界裝置,呈現因人類肉食需求而遭破壞的海底世界,邀請消費者共同決定海底世界的命運,從中了解肉食與生態的關係。透過實作作者發現,設計共同敘事家外裝置時:(1)體驗重點在於故事發展如何被共同決定;(2)適合先將廣告主張轉為簡單因果關係,再安排參與方式;(3)數位科技對故事及體驗的設計都有相當程度的幫助,甚至帶來近似電玩遊戲的沉浸體驗。本文最後提出共同敘事設計框架供後人參考。
以文找文
Digital technology empowers marketing communications with the possibilities of consumer participation and interaction. Therefore, the brand converts the advertising claim into an open-ended story structure, and then invites consumers to play a part in the story, shape the ultimate development of the story, and experience the advertising claim directly. In this thesis, we propose a new type of marketing communication technique based on collaborative narrative. And we argue that collaborative narrative consists of three essential elements, namely, advertising claim, story, and consumer participation. We select out-of-home installation as the primary media, and then we outline a creation plan based on the collaborative narrative concept. The main issue of the communication is "go vegetarian and revive dead zone." And 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. Through the creation course, the authors propose three findings of collaborative narrative out-of-home installation design. First, the focus of experience is how the story development to be decided in a collective manner. Second, it' more appropriate to convert the advertising claim into a simple causal relationship first, and then arrange the participatory manner. Third, the digital technologies help a lot for story and experience designing, and bring the immersive experiences that similar to the video games into interactive installations. And this article concludes with a collaborative narrative designing framework for future works.
以文找文
期刊論文
1.
Berthon, Pierre R.、Pitt, Leyland F.、Campbell, Colin(2008)。Ad lib: when customers create the ad。California Management Review,50(4),6-30。
2.
Chronis, A.(2008)。Co-constructing the narrative experience: staging and consuming the American Civil War at Gettysburg。Journal of Marketing Management,24(1),5-27。
3.
Mitchell, A.(20060406)。We must reinvent marketing for empowered consumers。Marketing Week,29(14),28-29。
4.
Nikkei P.(20070816)。E-TAIL: Price of empowerment。Marketing Week,01419285,26-27。
5.
Pinker, S.(2007)。Toward a consilient study of literature。Philosophy and Literature,31(1),162-178。
6.
Prahalad, C. K、Ramaswamy, V.(2004)。Co-creating unique value with customers。Journal of Interactive Marketing,32(3),4-9。
7.
Rossiter, J. R.(2008)。Defining the necessaiy components of creative, effective ads。The Journal of Advertising,37(4),131-149。
8.
Rowley, J(2007)。Customer community and co-creation。Marketing Intelligence and Planning,25(2),136-146。
9.
Worm, Boris、Barbier, E. B.、Beaumont, N.、Duffy, J. E.、Folke, C.、Halpern, B. S.、Jackson, J. B. C.、Lotze, Heike K.、Micheli, F.、Palumbi, S. R.、Sala, Enric、Selkoe, K. A.、Stachowicz, John J.、Watson, Reg(2006)。Impacts of biodiversity loss on ocean ecosystem services。Science,314(5800),787-790。
10.
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。
11.
Escalas, Jennifer E.(2004)。Narrative processing: building consumer connections to brands。Journal of Consumer Psychology,14(1/2),168-180。
12.
Poulsson, S. H. G.、Kale, S. H.(2004)。Experience Economy and Commercial Experiences。The Marketing Review,4(3),267-277。
13.
Woodside, Arch G.(2010)。Brand-Consumer Storytelling Theory and Research: Introduction to a Psychology & Marketing Special Issue。Psychology & Marketing,27(6),531-540。
14.
Etgar, Michael(2008)。A Descriptive Model of the Consumer Co-production Process。Journal of the Academy of Marketing Science,36(1),97-108。
15.
Stewart, David W.、Pavlou, Paul A.(2002)。From consumer response to active consumer: Measuring the effectiveness of interactive media。Journal of the Academy of Marketing Science,30(4),376-396。
16.
Prahalad, Coimbatore K.、Ramaswamy, Venkat(2004)。Co-Creation Experiences: The Next Practice in Value Creation。Journal of Interactive Marketing,18(3),5-14。
17.
Ducoffe, Robert H.(1996)。Advertising Value and Advertising on the Web。Journal of Advertising Research,36(5),21-35。
18.
Payne, Adrian F.、Storbacka, Kaj、Frow, Pennie(2008)。Managing the co-creation of value。Journal of the Academy of Marketing Science,36(1),83-96。
會議論文
1.
Polaine, A.(2005)。The flow principle in interactivity。Proceedings of the second Australasian conference on Interactive entertainment。Sydney, Australia:Creativity and Cognition Studios Press。151-158。
圖書
1.
Csikszentmihalyi, M.(2012)。Flow: the psychology of optimal experience。New York, NY:Harper and Row. Dead zone。
2.
Lenderman, M.(2006)。Experience the message: how experiential marketing is changing the brand world。New York, NY:Carroll and Graf。
3.
McKee, R.、Fryer, B.(200306)。Storytelling that moves people。Harvard Business Review。
4.
Schmitt, B. H.、Rogers, D. L.、Vrotsos, K.(2003)。There's no business thatâs not show business: marketing in an experience culture。New York, NY:FT Prentice Hall。
5.
Simmons, A.(2006)。The story factor :Inspiration, influence and persuasion through the art of storytelling. Revised Edition。New York, NY:Basic Books。
6.
Csikszentmihalyi, Mihaly、Csikszentmihalyi, Isabella Selega(1988)。Optimal Experience: Psychological Studies of Flow in Consciousness。Cambridge University Press。
7.
Schmitt, Bernd(1999)。Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brands。New York:The Free Press。
8.
Schank, R. C.(1999)。Dynamic memory revisited。Cambridge:Cambridge University Press。
9.
姚惠忠(2009)。公共關係學:原理與實務。臺北市:五南出版社。
延伸查詢
10.
Pine, B. J. II、Gilmore, J. H.(1999)。The experience economy: Work is theatre and every business a state。Harvard Business School Press。
11.
Bruner, Jerome S.(1990)。Acts of Meaning: Four Lectures on Mind and Culture。Cambridge, Mass:Harvard University Press。
12.
McKee, R.(1997)。Story: Substance, Structure, Style and the Principles of Screenwriting。New York:Harper-Collins Publishers。
13.
Bruner, Jerome Seymour(1986)。Actual minds, possible worlds。Harvard University Press。
其他
1.
陳建豪,陳柏年(200606)。10倍效益 戶外廣告成功圍堵消費者,http://www.gvm.com.tw/Boardcontent12117.html, 20130326。
延伸查詢
2.
韓彥文(20081129)。為什麼我們愛聽故事,http://www.hiianqiukexue.com/html/shengrning/xmlijiankang/2008/1124/2743.html, 20130326。
延伸查詢
3.
Ericsson Consumer Lab(2011)。From apps to everyday situations,http://www.ericssoacom/res/docs/2011/silicon_valley_brochurejetter.pdf, 20121028。
4.
Morgan Stanley(201004)。Internet trends,http://www.moiganstanley.com/institutional/techresearch/intemetjrends042010.html, 20121028。
5.
(200910)。Out-of-home advertising,http://en.wikipedia.org/wiki/Out-of-home_advertising, 20121028。
6.
Pankraz, D.(20101027)。Introducing generation C: the connected collective consumer,http://www.nielsen.com/us/en/ insights/news/2010/introducing-gen-c-the-connected-collective-consumer.html, 20121028。
7.
United Nations Environment Programme(2010)。The 3rd edition of Global Biodiversity Outlook, GBO-3,http://www.unep.org/pdC/GB03-en.pdf, 20101028。
圖書論文
1.
Escalas, Jennifer Edson(1998)。Advertising narratives: What are they and how do they work?。Representing Consumers: Voices, Views and Visions。Routledge & Kegan Paul。
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