碩士 / 國立臺灣藝術大學 / 視覺傳達設計學系碩士班 / 100 / In vocational high school in Taiwan, the “Advertisement Design Class” is the cradle of advertising professionals where both theoretical and practical trainings are provided; the teachers often encourage students to objectively assess their learning achievement through the participation of design competition. Among numerous competitions, “Times Young Creative Awards” is especially established for students from advertisement design class and the “High School / Vocational High School Student Print Advertisement Award” reveals that the industry highly evaluates the education and future of the young advertising generation. The competition has been held for twenty years so far with tens of thousands of entries every year, making it the major student design competition within the Mainland China, Taiwan and Hong Kong.
This research aims to study the winning posters of “Times Young Creative Awards : High School / Vocational High School Student Print Advertisement Award” through content analysis on 7 editing layouts, 6 editing aesthetics and 8 visual effects; the research samples are selected through “focus group method” and then questionnaires and semantic analysis are conducted to evaluate the visual perception of the audience. The following results are disclosed:
1. Among the award- winning posters, “stable” editing layout is applied more than “dynamic” layout; “highlight” is the most frequently used editing aesthetic, followed by “contrast” and “repetition” and there are often two editing aesthetics applied in one poster; as for visual effect, the most commonly used is “metaphor”, followed by “comics” and “scenario”, which are all positive visual effects.
2. The award-winning posters tend to be “interesting”, “simple”, “imaginary”, “bold” and “lively”.
3. Through observation of the imaginary vocabulary and 8 visual effects; there are 6 categories discovered among the analyzed samples. Category 1: two of them are scenario samples with imaginary, mature and authentic effect. Category 2: two of them are “threatening” samples with imaginary, mature, bold and solemn effect. Category 3: two of them are “context” samples with simple, static, and steady effect. Category 4: two of them are “symbolic” samples with metaphorical, imaginary, bold and interesting effect. Category 5: three of them are samples recommended by the celebrity, of comparative or story-telling layout with visual, imaginary, bold, dynamic, interesting and lively effect. Category 6: five of them are samples recommended by the celebrity, of comparative, comic or story-telling layout with illustration, childlike, imaginary, interesting and lively effect.
4. After factor analysis, 10 imaginary vocabularies are concluded into 3 factors: (1) emotional factor, including “dynamic-static, lively-stable, interesting-solemn, emotional-rational, bold-conservative”; (2) style factor, including “comic-visionary, childlike-mature, imaginary-authentic”; (3) design factor, including “complex-simple, metaphorical-direct”.
5. Through the analysis of factor loading, it is concluded that there are more samples with “high emotional factor, low style factor and high design factor”; however, there is no “high emotional factor, high style factor and high design factor” nor “high emotional factor, high style factor and low design factor” work among the award-winning posters.
6. There are significant perceptional difference for “Complex-simple” and “comic-visionary” imaginary vocabulary among gender and professional evaluation; however, both male and female audience without design related training have different perspective on the award-winning posters from those with design related training.
| Identifer | oai:union.ndltd.org:TW/100NTUA0634009 |
| Date | January 2012 |
| Creators | LAI , YI-CHUN, 賴怡君 |
| Contributors | CHANG , FEI-MAN, 張妃滿 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 140 |
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