廣告設計乙級技術士職業證照實施情況之研究

A Study of Effectiveness on Practicing Advertising Design Certification in Taiwan

自民國八十三年起，由行政院勞委會職業訓練局開辦丙級廣告設計類技能檢定，對於通過考試之廣告設計或商業設計從業人員，核發技術士之證照，並於八十八年將此類職種，提升到乙級技術士檢定。由於廣告設計技術士檢定已實施數年，過去一直沒有對廣告設計職種，進行學術研究，因此無法正確瞭解學界及實務界的態度。本研究擬透過文獻探討，討論中外設計學者對廣告設計證照制度，正反兩面意見，並針對國內設計教育者、廣告設計實務界領導者、應考通過領有乙級證照之考生暨承辦單位，進行焦點團體座談（FGD）。為更深入瞭解各方之意見，本研究同時進行深度訪談，希望經由有系統之質化研究，檢測出設計教育界及實務界，對實施廣告設計技能檢定之態度；對於通過檢定之從業人員，是否勝任於職場？…等，相關問題進行研究，從中探討我國實施廣告設計職業證照之成效。根據研究小組初步探訪，所得之初步結論如下：一、由焦點座談結論呈現，大部分學界與實務界對實施廣告設計證照制度都持正面看法，認為對整體行業無論在專業性與整體形象之提升，都有正面之意義。二、針對命題範圍與測試方面，學界與實務界都認為命題與施測方式尚稱完整，應可測出從業人員所具有之程度，命題方向仍多與實務界多討論。三、實務界反應，絕大部份之廣告經營者或從業人員並不瞭解證照制度之實行細則，甚而未聽聞證照制度，因此相關單位對此仍需加強宣導。四、目前技能檢定在高職美工及廣設科，都已普遍受到重視，並融入教學課程中，但另一方面也產生不少弊端，對此，研究小組認為應採取教積極改進措施，已落實證照制度之實施。五、由於證照制度在廣告設計類剛起步，未具強制性，因此在成效上仍需追蹤與觀察。整體而言，廣告設計證照制度的實施，對整體產業應有正面意義；對於如何落實證照制度、提高整體產業競爭力，將是未來努力方向。

In 1994, The Vocational training Bureau, The Commissions of Labors, Executive Yuan, has begun to issue the certification for advertising design practitioners whom have passed the certification exam. Starting from last year, The Vocational Bureau upgraded the level from beginning to advanced level for the practitioners with bachelor degree. Although the certification for advertising design has been practiced for several years, it still lack of academic studies for investigating the attitudes from academic and advertising industry. Granted by National Sciences Council, the study begins to review the articles for both approving or against certification. Focusing on design educators, advertising design leaders, the practitioners who have certification, and the administrators conducting the exam, the research group uses both focus group discussion and interview survey methodologies to investigate their attitudes toward advertising design certification. According to the qualitative investigation, the research team has made the following conclusion: 1. Most of the subjects have positive attitudes toward the idea of advertising design certification. They also agree that certification will raise both the professionalization and image of the industry. 2. They also agree that the exam will correctly reflect the ability of practitioner in the future career. 3. The industry responses that most of the practitioners aren't aware of, or don't have the information about advertising design certification. The propaganda is needed. 4. The certification exam has become part of the teaching goals in the Art and Craft or Advertising Design program of vocational high schools. On the other hand, questions and problems still remain on the certification exam. It needs some improvement. 5. It is just beginning for practitioners to have the certification and is not obligation for them, therefor the effectiveness of advertising design certification need future tracing and observation. Generally, the advertising design certification has positive meaning for the industry. It will be a challenge for us to implement the certification exam firmly in the future.