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題名:從情境互動的角度看廣告版面編排之工作
作者:卓峰志
校院名稱:國立政治大學
系所名稱:新聞研究所
指導教授:鍾蔚文
陳百齡
學位類別:博士
出版日期:2007
主題關鍵詞:廣告版面編排活動理論情境互動
原始連結:連回原系統網址new window
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本研究從情境互動的角度切入,以活動理論為主要參考架構,探討「廣告版面是怎麼被編排出來的」;進一步說,這個問題在探討廣告版面的最後呈現,是那些因素所造成的?
傳統的版面編排研究,從閱聽人對不同廣告版面特徵的反應,來反推廣告版面應該如何編排。探討的重點,具體而言包含:怎麼呈現版面構成元素,採用哪種版面編排類型,最能提升閱讀率或廣告效果;廣告版面如何被編排出來,並不在其探討之列。本研究則認為,訊息製作者端的研究不應被忽略,探討廣告設計人員編排版面的過程,可以提供廣告版面應該如何編排的另外一種觀看角度。
要研究廣告版面如何編排,傳統的研究方式可能採取資訊處理典範,把人比作電腦,探討廣告設計人員在編排版面過程中運用個人智能解決問題的過程。本研究卻認為在真實情境中探討廣告版面如何編排,不能不考慮版面編排工作與情境互動的特性,因此,以日常生活及工作職場的實務智能研究為師,以活動理論做為參考架構,從「情境」、「互動」的角度來分析廣告版面如何編排。
本研究以「編排NUREACH廣告版面」為個案,說明活動系統各組成要件的內涵時,有些觀察發現有別於過去以活動理論為架構所做的研究,將可促使活動理論更趨完整與成熟。此外,對版面編排研究的貢獻,主要有二:(一) 本研究認為廣告版面是在人與目標、規則、社群、中介工具等情境因素互動之下浮現出來的,適足以補充傳統資訊處理典範的不足;(二) 本研究發現主體在活動系統中的角色較其他環節吃重,但是並非獨力完成版面編排工作,可以幫助釐清版面編排過程中,主體所扮演的角色。
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