| dc.contributor.advisor | 鍾蔚文<br>陳百齡 | zh_TW |
| dc.contributor.author (Authors) | 卓峰志 | zh_TW |
| dc.creator (作者) | 卓峰志 | zh_TW |
| dc.date (日期) | 2006 | en_US |
| dc.date.accessioned | 17-Sep-2009 15:51:03 (UTC+8) | - |
| dc.date.available | 17-Sep-2009 15:51:03 (UTC+8) | - |
| dc.date.issued (上傳時間) | 17-Sep-2009 15:51:03 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0874515021 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/33234 | - |
| dc.description (描述) | 博士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 新聞研究所 | zh_TW |
| dc.description (描述) | 87451502 | zh_TW |
| dc.description (描述) | 95 | zh_TW |
| dc.description.abstract (摘要) | 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。 | zh_TW |
| dc.description.tableofcontents | 第一章 前言 …………………………………………………………… 1 - 4第二章 從傳統的到情境互動的廣告版面編排研究 ………………… 5 - 28第一節 傳統的廣告版面編排 ………………………………………… 6 - 14第二節 從情境互動的角度研究廣告版面編排 …………………… 15 - 28第三章 研究方法 …………………………………………………… 29 - 46第四章 版面編排的活動系統 …………………………………………47 - 92第一節 個案背景說明 ……………………………………………… 47 - 51第二節 版面編排的活動系統－以NUREACH廣告個案為例 …… 52 - 92第五章 版面編排活動中人與情境的互動 ………………………… 93 - 133第一節 雲從哪裡來？ ……………………………………………… 93 - 106第二節 吳師傅的修補行動 ……………………………………… 107 - 123第三節 雞蛋的即興創作 ………………………………………… 124 - 133第六章 結論 …………………………………………………………134 - 148參考書目 ……………………………………………………………… 149 - 156 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0874515021 | en_US |
| dc.subject (關鍵詞) | 廣告 | zh_TW |
| dc.subject (關鍵詞) | 版面編排 | zh_TW |
| dc.subject (關鍵詞) | 活動理論 | zh_TW |
| dc.subject (關鍵詞) | 情境互動 | zh_TW |
| dc.title (題名) | 從情境互動的角度看廣告版面編排之工作 | zh_TW |
| dc.type (資料類型) | thesis | en |
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