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    政大機構典藏 > 傳播學院 > 新聞學系 > 學位論文 >  Item 140.119/33234
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/33234


    Title: 從情境互動的角度看廣告版面編排之工作
    Authors: 卓峰志
    Contributors: 鍾蔚文
    陳百齡

    卓峰志
    Keywords: 廣告
    版面編排
    活動理論
    情境互動
    Date: 2006
    Issue Date: 2009-09-17 15:51:03 (UTC+8)
    Abstract: 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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    Description: 博士
    國立政治大學
    新聞研究所
    87451502
    95
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0874515021
    Data Type: thesis
    Appears in Collections:[新聞學系] 學位論文

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