政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/57082

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113318/144297 (79%)
Visitors : 50985251 Online Users : 355

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Scope

please add "double quotation mark" for query phrases to get precise results

please goto advance search for comprehansive author search

Adv. Search

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

Goto mobile version

政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/57082

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/57082

Title:	學術知識和實務經驗的結合與應用：創意媒體設計模型初探 The Integration and Application of Academic and Practitioner Knowledge: An Exploration of Creative Media Design Model
Authors:	吳岳剛 Wu, Yueh-Gang
Contributors:	政大廣告系
Keywords:	產學交流;學術知識;實務經驗;創意媒體;設計模型 Academic and practitioner exchange;academic knowledge;practitioner experiences;creative media choice;design model
Date:	2011-01
Issue Date:	2013-03-06 14:06:33 (UTC+8)
Abstract:	產學交流所面臨的一個主要問題，是學術知識與實務經驗難以相互為用。因此，本文鎖定「創意媒體」(creative media)做了一個大膽的嘗試，探索學術知識和實務經驗如何有效整合。本文在整理學界對於創意媒體(creative media)和媒體脈絡(media context)的研究之後，以「脈絡、主張和媒體」三個元素解析創意媒體的運作。接下來蒐集2010年坎城國際廣告節媒體獅十二件作品，分析他們如何操作這三層關係。然後，本文提出「創意媒體設計模型」，並且把分析案例所獲得的十七個實務經驗整合成「創意媒體知識圖」。本文最後透過一個實作案例「軟實力得獎零嘴」，演練和展現此一設計模型的用途與價值。經由這個過程，本文的第一個貢獻是探索產學合作的另一種可能性；第二，提出「創意媒體設計模型」以做為解析案例和發想創意的參考；第三是整理出現階段的「創意媒體知識圖」對產學交流產生實質的幫助。 One of the key issues in the academic and practitioner exchange process is that the academic knowledge and practical experience do not contribute to each other. Therefore, using creative media as an example, this paper carries out a bold attempt, exploring how academic knowledge and practical experience can be married effectively. After reviewing the results of academic research on creative media and media context, this paper analyzes the operation of creative media through the relations among three elements: context, proposition, and media. Next, twelve works selected from Media Lions of 2010 Cannes Lions International Advertising Festival are analyzed to observe how these relations are manipulated. Then, this paper proposes a "creative media design model (CMDM)," and integrates 17 practical experiences from the analysis into a "creative media knowledge map (CMKM)." Finally, this paper demonstrates the model`s applicability and value by "soft power snacks" design case. Through this process, the first contribution of this study is exploring new possibilities for academic and practitioner exchange; and secondly, proposing the CMDM to serve as a framework for analyzing cases and generating ideas; and thirdly, systemizing present CMKM to facilitate academic and practitioner exchange.
Relation:	廣告學研究, 35, 1-40
Data Type:	article
Appears in Collections:	[廣告學系] 期刊論文

Files in This Item:

File	Description	Size	Format
035-1.pdf		5073Kb	Adobe PDF2	616	View/Open

View Licence

All items in 政大典藏 are protected by copyright, with all rights reserved.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - Feedback