插畫式平面廣告設計類型之探討與應用

A Study on Illustration Graphics Advertising Design Types and its Application

插畫式平面廣告運用十分普及也具有良好的廣告效果，但是在目前的研究裡卻較少針對插畫式廣告設計類型與應用方式進行討論。因此，本研究將針對插畫式廣告設計進行探討。本研究分二階段：第一階段、探討市場上插畫式平面廣告運用的設計方式，以了解市場的趨勢，採用內容分析法對廣告樣本進行設計內容與形式的分析；第二階段、依據消費者對插畫式平面廣告的感受，建構出插畫式廣告的設計類型，採用語意分析法進行調查。研究發現市場上得獎廣告偏好以「企業形象」來作為設計內容，一般廣告則以「說明性文宣」為主，不過兩者均採用「正向」、「有機形」、「半具象」、「再現」的插畫造形。而在消費者的感受分析上，插畫式廣告可分成「藝術抽象風」、「獨特趣味風」、「寫實商業風」、「童趣卡通風」四個類型，此四個類型在語意分析與購買意願調查上都具有顯著的差異性，其中又以「童趣卡通風」的購買意願最高。從二階段的結果分析中，本研究建議設計者可多加應用童趣的表現方式，將熟悉性的圖像賦予新意，並以滿版的形式來表現圖像，避免畫面中有過多照片與文字等其他元素來干擾視覺，藉以強化廣告效果提升消費者對該產品的購買意願。

Illustration graphics advertising is a common media with positive advertising effectiveness; however, current research rarely explores illustration advertising design and its application. Thus, this study probes into illustration advertising design in two stages. In Phase 1, common designs in illustration graphics advertising of the market are discussed in order to recognize design trends; by content analysis, design content and form of advertising samples are analyzed; in Phase 2, according to consumers' perceptions of illustration graphics advertising, the types of illustration advertising design are constructed, and investigation is conducted by the Method of Semantic Differential. Results show that in the market, the design of awarded advertising is different from common advertising. Regarding consumers' perceptions, illustration advertising can be divided into four types: 'artistic and abstract', 'unique and interesting', 'commercial and realistic', and 'childish cartoon', which are significantly different. 'Childish cartoon' is the most effective form. Based on the result analysis of two stages, this study indicates four types of common designs, and related suggestions. Designers can be creative with familiar images through childish techniques, and present the images by full layout in order to avoid the visual interference of too many pictures and words, to enhance advertising effectiveness and consumer purchase intention.