公益廣告圖像視覺風格之注意力與喜好度研究──探討設計系與非設計系學生之差異

A Study on Attention and Preference for the Visual Styles in Public Service Advertisements - Taking College Design Background and Non-Design Background Students as an Example

廣告要能吸引消費者其圖像視覺風格的特殊性是很重要的，因爲現今的閱聽者對於圖像視覺的要求越來越高，尤其是公益廣告往往針對特定族群或特定的訴求，讓閱聽者産生出同理心，進而讓人有所感動進而産生潛移默化的功效。而能讓消費者被吸引最重要的元素，即是藉由視覺設計的風格，讓閱聽者對想要傳達的注意力以及喜好度産生出絶對的吸引與記憶，讓設計者對廣告畫面的視覺掌握有所參考的依據。本研究從2013年－2017年這五年之時報廣告金像獎之公益廣告獎的得獎作品共61件，再藉由專家進行公益廣告之視覺風格與樣本歸類確認，總共分類出10種圖像視覺風格：解決問題式、幽默式、文字表現式、懸疑式、特殊效果式、實證式、人物代言式、諷刺式、劇情式、意識形態式。本研究之研究方法採用多變量變異數分析，學生參與總人數為204人，有效樣本數為200份，藉由其結果探討設計系與非設計系之學生，對公益廣告圖像視覺風格的注意力以及喜好度其認知是否有差異。從其研究結果可得知：1.設計系學生對於幽默式及意識型態式之視覺風格的廣告有較高注意力，非設計系學生則是對實證式之視覺風格有較高之注意力。2.設計系學生對於幽默式及意識型態式之視覺風格廣告有較高的喜好度，非設計系學生則無顯著差異。

It is important for advertisements to have a special visual style of the image because audiences today have a stronger desire for better visual images. Public service advertising, in particular, is aimed at certain groups or for certain appeals in order to develop empathy of the audience and, furthermore, move the audience and induces osmosis. The most significant factor in determining whether an advertisement is attention-getting or not is that the visual style of its design must attract audience and allow them to remember the focus of attention and preference that are intended to convey, and the designer can use it for reference about how to display the image of an advertisement. This study sampled the awardees in the category of public service advertising of the Times Awards for the 2013-2017. The selected samples were classified into ten types of visual style by experts, which are: problem-solution, humor, verbal representation, suspicion, special effect, verification, celebrity endorsement, irony, drama, and ideology. This study examined whether there was difference in the focus of attention and preference for the visual style in public service advertisements between design-background students and non-design-background students. The research findings are as follows: 1. Design-background students have a stronger preference for the visual styles of humor and ideology in advertisements than non-design-background students. 2. Design-background students focus more attention on the visual styles of humor and ideology in advertisements than non-design-background students; non-design-background students focus more attention on the visual style of verification.