商業雜誌廣告設計之體驗意象初探

The Preliminary Study Of The Experience Idea In The Advertisement Design Of the Business Magazine

在商業雜誌競爭激烈的環境下，要有高度的廣告行銷效果實屬不易。華麗的、隱喻的廣告設計未必都有好的廣告效果。透過體驗行銷的思考模式，我們想要理解消費者對商業雜誌廣告的設計體驗及體驗意象為何？我們嘗試從體驗行銷、體驗經濟中理解體驗的內涵。同時也嘗試彙整體驗的心理歷程與心理結構。並從消費者的視覺體驗重新檢驗商業廣告設計的消費者需求及其體驗意象。從研究結果可知，商業雜誌廣告設計體驗的優質感受意象計有：1.簡約意象；2.流行意象；3.具吸引力的意象；4.經典意象；5.時尚意象；6.對比意象；7.趣味意象；8.繪畫風格意象等。商業雜誌廣告設計體驗劣質感受意象計有：1.單調乏味的意象；2.劣質圖像的意象；3.主題模糊的意象；4.文字冗雜的意象；5.對廣告內容不悅(討厭)的意象等等。要設計華麗取寵的商業雜誌廣告設計並不是難事。但是對消費者而言，過度依賴明星代言、過度推銷產品好處，都不是消費者喜歡的體驗意象。本研究結論認為商業廣告設計作品應該注重消費者的體驗意象。尤其是能帶給消費者愉悅體驗的體驗意象，也就是商業廣告設計的體驗意象設計。建議未來對於商業廣告設計的研究應配合體驗經濟的發展開始注重消費者的視覺體驗或視覺感受，使商業廣告設計融入體驗經濟的發展脈絡。

Considering that the world of business magazines is so fiercely competitive, it is very difficult to obtain good result from advertising and marketing. Ostentatious and metaphors commercials or advertisements do not always lead to considerable efficiency. Thus, only when experiencing the thinking pattern of Experiential Marketing can we really understand the consumers' feeling about 'design experience' and 'experience of image' towards the advertisements in business magazines. We have tried to conceive the true essence of consumers' experience from Experiential Marketing and Experiential Economy, and also intend to integrate their inner journey and psychological structure, moreover re-evaluating consumers' real need and their experience of image from their visual experience. The research indicates that several kinds of advertisement design, providing audiences a sense of uniqueness, could be classified into 8 major image types: 1.simple image 2.fashionable image 3.enchanting image 4.classic image 5.stylish image 6.contrastive image 7.amusing image 8.illustrated.image. However, the report also shows that the image types of the worst advertisement and image design could also be categorized into several sorts: 1.banal image 2.coarse image 3.ambiguous image 4.lengthy image 5.annoying image and so on. Generally speaking, to design an adorable and well-polished advertisement is not as difficult as it appears, but if we over-rely on entertainers or celebrity to endorse the products or on over-promoting the products, it will exert detestable image experience on the consumers. From this research, we believe that what we should regard most is to set up good image experience, especially those of which provide audience joyful experience that is so-called the design of image experience. What we suggest in the future is to pay high regard to meet the need of economy experience and the need of consumers' viewpoints and visual experience when designing an advertisement, making the business advertisement design fully compatible with the development of economy experience.