網際網路廣告訊息設計之研究

A study of Advertising Design on the World Wide Web

網路互動式廣告的興起，已是全球廣告界矚目的焦點，然而就其效果來說，傳統媒介的廣告訴求方式，是否仍適用於這種新興的電子媒體？或以訊息表現及廣告創意的觀點來衡量，在消費者握有完全主導權的情況下，如何掌握互動性的效果讓消費者在藉由親自操弄瀏覽的過程中，吸收相關的廣告訊息？本論文主要針對網頁設計上常見的二種表現因素的差異，互動性效果設計與圖形文字的比例設計，希望探討出傳統媒介廣告與網路媒介廣告之間的差異。本論文之研究過程，主要來自於本人參與郭貞教授主持之國科會研究案「網際網路互動式廣告效果之評估」，探用定點定時實驗法及網際網路互動式問卷，研究案針對網路媒體之廣告效果、訊息設計、消費行為及網路研究方法進行研究，本論文僅針對於網路廣告訊息設計方式提出探討，作者特別感謝研究小組成員，在研究期間所作之貢獻。

Although world wide web has attracted public's attention in this decade, it is still not clear that the message approach methods of traditional media can be used in this new electronic web medium. Evaluated by the concepts of creative development, how does the medium receive its effects, It can be defined that the webpages will achieve their effects through the interactive message design as well as a ballance layout between graphics and text. Throughh a laboratory experiment and a simulation of regular interactive advertisements placed on the World Wide Web are devised to investigate the difference between the traditional media advertisements and WWW interactive advertisements. Orginally, the research processes were based on the research project 'A study of the Effects on Interactive Advertisements' granted by National Science Councils. The project was focus on the issues of advertisements' effects, message designs, consumers' behaviors and research methods on the WWW. The author appreciate the efforts done by the whole research team.