分析臺灣公部門觀光廣告之動態圖像設計做為品牌形象參考

Abstract

近年來網路數位時代的興起，各種形式的廣告充斥於生活周遭，在資訊過度膨脹的環境中，傳統平面廣告的傳遞方式儼然不足以吸引更多大眾的目光。因此，如何以新穎又富有趣味的互動方式將平面形象宣傳有效傳達給觀看者已成為重要課題。本研究觀察近年來臺灣公部門觀光廣告有別於以往較為嚴肅、沉悶的市政宣傳，而是將活動宣傳影片使用大量動態圖像設計並結合音效強化傳播效果。過往研究較多為動態圖像設計的應用或是創作研究，相對於形象宣傳主題及手法甚少被探討。因此，本研究採用文本分析法，探討透過動態圖像設計所傳遞的城市形象。經本研究觀察分析三大發現，一、透過宗教信仰、特色地標及在地美食來傳遞臺灣的城市意象，經由這三大類別做為代表性，並以這些代表性視為傳遞城市意象的關鍵元素。二、運用動態圖像的手法傳達訊息與形象成為重要方式，不僅可以增添趣味性也能夠傳遞城市形象。可以說明觀看者對於廣告呈現的形式喜好逐漸在轉變且接受度更廣泛。三、廣告的時間節奏以音效結合重點特色元素作為轉場，意即圖像與音樂節奏互動下所產生的色彩及型態變化。With the rise of the digital age and the internet in recent years, various forms of advertising have become ubiquitous in our daily lives. In an environment where information is excessively abundant, traditional print advertising methods are increasingly insufficient in capturing public attention. Therefore, finding innovative and engaging interactive methods to effectively communicate print images to viewers has become a crucial issue. This study observes that recent Taiwanese public sector tourism advertisements have shifted from the previously serious and dull municipal promotions to using a substantial amount of dynamic imagery and sound effects to enhance communication effectiveness. While past research has often focused on the application or creation of dynamic imagery design, there has been relatively little exploration into the themes and methods of image promotion. Consequently, this study employs textual analysis to explore how dynamic imagery design conveys urban images.This study has made three key observations: 1. The urban image of Taiwan is conveyed through religious beliefs, iconic landmarks, and local cuisine. These three categories are used as representative elements, with each being considered a crucial factor in conveying the city's image. 2. The use of dynamic imagery not only adds an element of fun but also effectively conveys the city's image. This indicates that viewers' preferences for advertisement presentation are shifting, with a growing acceptance of more dynamic and engaging formats. 3. The advertisement uses sound effects combined with key features for transitions. This means that the interaction between images and the rhythm of the music results in changes in color and form.