文案編排方向與圖文配置方式，對讀者觀看平面廣告方式的影響之研究

A Study on the Influence of the Direction of Copywriting and the Arrangement of Images and Texts on Readers' Ways of Watching Print Ads

本研究欲探討：文案編排方向與圖文配置方式對讀者觀看平面廣告方式的影響。這個問題值得研究，是因為：中文字可以上下直書，也可以左右橫寫，在這樣一個「多重書寫方向」同時並存的環境中，進行圖文配置需權衡的必然比其他文化複雜，不能直接挪用其研究發現或論述；截至目前，適用於中文環境的平面廣告圖文配置方式，仍缺乏有系統的研究和論述。對圖文擺放位置的偏好與認知，有人主張是讀者與生俱來的；有人則主張會受到文化慣例的影響。回顧與爬梳了相關研究，本研究認為，中文字的編排方向可能會影響讀者偏好不同圖文配置方式，進而採用不同觀看平面廣告方式；橫排時讀者會偏好圖左、文右的配置，直排時讀者會偏好圖右、文左的配置。此外，讀者與生俱來偏好左視域的圖像，有無可能強化中文字橫排時讀者偏好圖左、文右的配置？弱化直排時讀者偏好圖右、文左的配置？本研究採用眼動儀記錄受試者的視線軌跡與凝視時間、次數，並採用2×2實驗設計，操弄文案編排方向、圖文配置方式來進行驗證。研究發現，面對一則平面廣告，不論是哪一種文案編排方向、圖文配置方式，先看圖的比例都遠高於先看文的比例；而受試者觀看平面廣告方式則是有部分受到文案編排方向、圖文配置方式的影響。

This study investigates influence of the copywriting direction and the image-text arrangements on the way readers view print ads. It is worth studying because Chinese characters can be written up to down or left to right. In such an environment where 'multiple writing directions' coexist at the same time, we cannot directly quote other culture’s research findings; up to now, there is still a lack of systematic research on the layout of print ads in the Chinese environment. After reviewing related literature, this study believes that the copywriting direction of Chinese characters may affect readers' preference for different image-text arrangements, and then adopt different ways of watching print ads. In addition, readers are born with a preference for images to appear in the left view field. Is it possible to strengthen or weaken the reader's preference for the image at left or at right when Chinese characters are presented horizontally or vertically? This study uses an eye tracker to record the subject’s gaze trajectory, fixation time and frequency, and uses a 2×2 experimental design, manipulates the copywriting direction and the image-text arrangements to verify. The study found that, facing a print advertisement, no matter what kind of copywriting direction and arrangement of images and texts, percentage of looking at the picture first is much higher than the percentage of looking at the text first; while the way subjects watch the print advertisement is partially affected by the direction of copywriting and the arrangement of images and text.