人類日常活動造就了今日各種環境議題已經是無可否認的事實，然而生活在繁華都市裡的人因為接觸不到一望無際的垃圾山／海、感受不到斷糧的危機、體會不到缺水的絕望等環境議題，所以對環境議題沒有太大的危機感，即使聽過環境議題，也仍舊抱持著充耳不聞的鴕鳥心態。但環境議題不像單純的政治、宗教或社會議題能讓人自由選擇立場或是沒有立場，而是一個嚴肅的道德議題，只要有份消耗自然資源就必須負上保護環境的責任。 法國社會及哲學家布希亞曾說了一句很準確的話：“在當今社會裡，我們都是被別人給提醒的（we were made aware of）”。因此對理解環境議題的人來說，除了身體力行從生活中做環保之外，讓更多人了解這些岌岌可危的環境議題變成了最重要的事。在今天，許多意識到環境保護重要性的名人不遺餘力地為環境發聲，甚至身體力行投入環保產業，成為了極具影響力的環境代言人。 在環境代言人出現的同時，卻鮮少看過由虛擬人物為環境代言的案例，因此本創作決定以虛擬代言人的方式來創作環境議題平面廣告，透過迪士尼的明星光環發揮類似名人代言的廣告效果。在創作發表結果中不難看出，以迪士尼為環境代言人的創作方式確實吸引了受眾的目光，進而影響受眾對環境議題的態度及行為，皆達到了廣告代言人效果及創作目的。 / There is no denying that human activities have caused environmental issues. However, living an urban life have made people unware of such environmental issues as the garbage mountains/oceans, the hunger from food shortage, and the despair of dry seasons, etc. Therefore they have no sense of crisis about these issues. People heard of those terms but they still bury their heads in the sand. Different from political, religious or social issues, environmental issues are more like serious ethical issues, which allow none to either choose a stance or stay neutral. Those who have depleted the natural resources are responsible to protect the environment. Baudrillard, a French sociologist and a philosopher, said: “we were made aware of”. To the people who care about environment, helping more people understand the severity of environmental issues becomes the most important thing. Therefore, a lot of celebrities who are aware of the importance of environmental protection spare no effort to promote environmental issues, even engaging themselves in the environmental protection industry. They have become influential spokespersons of the environment. However, we’ve rarely seen the cases of fictional characters being used in the environment endorsement. So the idea of combining environmental issues with spokes-characters is born. These Print Ads creations will use Disney’s characters to achieve the effect of spokespersons. The exhibition have shown the creation successfully attracted audience attention, affecting both their attitudes and behaviors to environmental issues. The results have reached the effect of spokespersons and purpose of the creation.

隨著行動通訊貼圖的興盛與普及，其商業價值更被多數企業相中以作為軟性的品牌置入行銷溝通方式。透過與品牌相關的貼圖設計，將品牌訊息巧妙融合於貼圖中並吸引使用者成為品牌好友以下載使用，讓使用者彼此之間傳散達到短時間內累積龐大粉絲數之效益，更可能將使用者對品牌貼圖之好感度轉嫁到品牌上。因此，如何創造有效的品牌貼圖設計成為企業亟欲了解的課題。 根據過去研究之探究，可發現目前對於品牌貼圖行銷之效果衡量尚未具有量化的數據分析作為實際執行之參考依據，因此本研究將品牌免費貼圖行銷模式視為新型態之置入性行銷方式，整合品牌貼圖設計要素與虛擬代言人、置入性行銷文獻，擬訂一整合品牌貼圖設計之分類架構，以虛擬代言人產品相關性（高vs.低）、品牌露出顯著程度（高vs.低）、品牌置入貼圖情境整合程度（高vs.低）作為自變項，以2x2x2的三因子設計，在共八種不同的品牌貼圖置入設計下，以實驗法進行，並透過問卷調查使用者對其置入效果，以認知、情感、行為意圖效果作為依變數的測量。 研究結果顯示，虛擬代言人產品相關性為品牌貼圖置入設計之最關鍵影響要素，高度相關時其置入效果皆顯著，顯現品牌免費貼圖角色設計為首要優先考量，此時當品牌顯著露出時，更能提昇強化虛擬代言人產品相關之置入效果。而品牌置入貼圖情境整合程度僅體現於貼圖之背景，較難以吸引使用者注意，雖不具顯著影響效果，但與其他因素交互作用下能對認知效果產生顯著影響。而所有置入型式及其交互作用皆對使用者之認知效果產生顯著影響。 / With the popularity of mobile stickers, many companies begin to pay attention to LINE stickers’ marketing influences and consider them as new means of marketing placement. Brand-related stickers design, usually cute and interesting, makes brands attract users to download and use stickers so that brands naturally slip into users’ private conversation space. In this way, millions of users not only become fans of the brand, but also are fond of stickers and the brand itself. To maximize the stickers marketing benefits, how to design useful brand-related stickers is the crucial part. In this research, the experimental design is used to investing the marketing evaluation affected by sticker’s animated spokes-character design (brand-related vs. brand-unrelated), brand exposure (prominent vs. subtle), and context integration (integrated vs. non-integrated). Then, 2x2x2 factorial design is conducted and 8 different scenarios are created online. Questionnaire is set to find the product placement effectiveness including cognition, emotion and behavior. The result indicates that brand-related character design is the crucial factor in sticker’s placement effectiveness. This reflected that stickers use animated spokes-character to attract user’s notice, feelings, and behaviors. Besides, brand-related character and high brand exposure has the best effect. And other factors all influence cognition effect.