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研究生:許淑妮
研究生(外文):Shu-Ni Hsu
論文名稱:模糊的美感--攝影景深對廣告態度的影響
論文名稱(外文):The Beauty of Ambiguity: The Influences of Depth of Field on Attitude toward Printed Ads.
指導教授:楊俊明楊俊明引用關係
指導教授(外文):Chun-Ming Yang
學位類別:碩士
校院名稱:銘傳大學
系所名稱:觀光事業學系碩士在職專班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:81
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近年來,有關平面廣告中視覺圖像要素的研究,逐漸地從單純地探討在廣告中「是否」呈現圖片,轉變成為關注「如何」呈現圖片。這些用以影響視覺圖像如何呈現的各種攝影技巧統稱為「圖像風格屬性(image stylistic properties)」,且對於消費者的廣告態度與產品評估有顯著的影響。本研究探討迄今仍缺乏直接探討的一項重要且常見的圖像風格屬性:攝影景深(depth of field),亦即在攝影的空間中,可以清楚成像的距離範圍。本研究主張使用淺景深的背景會帶來意外的廣告正面效果。其理論根據在於相關美學文獻主張,藉由釐清模糊不清的物品究竟為何,將使觀看者歷經模糊性緩和(relief of ambiguity)的歷程,從而產生正向情感反應,並正向影響廣告態度。本研究亦主張此一效果並非對所有消費者都具有相同的作用。實驗一驗證了淺景深可以帶來較佳的廣告態度與正向情感,且正向情感顯著地扮演了中介的角色,以及自我建構促發所帶來的調節效果,一如預期,本研究發現關聯自我建構促發之下,攝影景深對於廣告態度與正向情感有顯著影響。最後,實驗二則加入消費者認知需求的特性。發現高認知需求消費者會對於廣告的攝影景深有較明顯的反應,且淺景深可以帶來較佳的反應。根據上述的研究結果,本研究提出相關之理論、實務貢獻與未來研究方向。
In recent years, the focus of research on the visual elements in printed advertising has shifted from the presence of pictorial element to the way of presentation. Images also can convey semantically meaningful, descriptive concepts via their stylistic properties, which are a variety of factors that affect the manner in which visual material is displayed, such as the orientation (e.g., vertical, diagonal) of objects displayed in a scene and various production elements (e.g., camera angle). In this research, the author focuses on an important but not explored stylistic property, the depth of field, and argues that shallow depth of field can lead to better attitude toward advertising. The reason behind this effect is based on relevant literature which suggests that an individual will obtain more pleasure from figuring out an ambiguous object. This procedure, named relief of ambiguity, plays the primary psychological mechanism in the effects of depth of field on advertising attitude. The author executed three experiments to verify proposed hypotheses. Experiment one investigated the influences of depth of field on advertising attitude and positive affect. This experiment also inquired the role of self-construal. The author argues that consumers with interdependent self-construal will have better responses toward advertising using shallow depth of field. The empirical evidences indicated that, as hypothesized, shallow depth of field lead to better advertising attitude and higher positive affect. Moreover, positive affect mediated the relationship between depth of field and advertising attitude. Experiment one also found that consumer’s self-construal played a moderating role. Experiment two integrated another important consumer characteristic, the need for cognition. The author argues that the effect observed in the first experiment will only sustain for high need for cognition consumers. The results of experiment two confirmed this hypothesis. This research provides theoretical and practical implications for marketers and researchers.
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第貳章 文獻探討 7
第一節 圖像風格屬性 7
第二節 攝影景深 13
第三節 情感反應、模糊性解決與廣告態度 15
第四節 調節變數一:自我建構 17
第五節 調節變數二:認知需求 25
第參章 研究方法 29
第一節 研究架構 29
第二節 假說推論 30
第肆章 實驗與結果 34
第一節 實驗一:攝影景深與自我建構對廣告態度的交互影響、與情感反應的中介效果 34
第二節 實驗二:認知需求的角色 43
第伍章 結論與意涵 53
第一節 研究結果彙總 53
第二節 理論貢獻 54
第三節 管理意涵 56
第四節 研究限制與未來研究方向 57
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