本文選題：感性工學(xué) + 旗幟廣告　； 參考：《東北大學(xué)》2011年碩士論文

【摘要】：隨著網(wǎng)絡(luò)廣告在網(wǎng)絡(luò)應(yīng)用中的推廣,網(wǎng)絡(luò)廣告的傳播效果越來越引起重視。一則廣告能否引起消費者的注意,能否達(dá)到預(yù)期的傳播效果,是每位廣告主都十分關(guān)注的重要問題。廣告效果評價正是幫助廣告主決定其廣告投資是否值得的一個主要途徑。在廣告效果評價中,傳播效果是廣告效果的核心,是經(jīng)濟效果的基礎(chǔ),而廣告設(shè)計效果是影響傳播效果及廣告預(yù)期效果的關(guān)鍵因素。 本文將用于研究產(chǎn)品造型與人的意象認(rèn)知的設(shè)計支持技術(shù)“感性工學(xué)”應(yīng)用于旗幟廣告,主要原因是目前的廣告設(shè)計大多是基于設(shè)計人員對廣告效應(yīng)的理解,很少從廣告瀏覽者角度來分析和設(shè)計。這樣一來,也就缺少了感覺特性的評價和識別方法,以及如何將用戶的感覺特性需求融入廣告設(shè)計的方法。 本文結(jié)合感性工學(xué)方法對網(wǎng)絡(luò)旗幟廣告設(shè)計效果進(jìn)行理論分析與實驗研究,研究影響旗幟廣告感知評價的關(guān)鍵設(shè)計變量,以及不同設(shè)計變量參數(shù)取值及其組合對廣告感覺特性評價的關(guān)系。 在網(wǎng)絡(luò)搜索和專家咨詢的基礎(chǔ)上,通過歸納典型樣本的基礎(chǔ)數(shù)據(jù),確定了旗幟廣告造型設(shè)計要素包含的項目和類別,依照設(shè)計需求利用Flash軟件設(shè)計出了38款旗幟廣告原型。運用多維尺度分析與聚類分析挑選出10款代表性模型,并結(jié)合選取出的代表性意象詞對,建立用戶對旗幟廣告感覺特性評價量表,然后通過相關(guān)系數(shù)分析、因子分析、項目分析獨立樣本T檢驗及量表的信度、效度檢驗對量表的準(zhǔn)確性進(jìn)行了驗證。在此基礎(chǔ)上,利用神經(jīng)網(wǎng)絡(luò)和回歸理論構(gòu)建起意象和用戶偏好與潛在需求因子模型,利用數(shù)量化I類構(gòu)建起設(shè)計變量與意象和用戶偏好的模型,并完成模型驗證。最后,通過遺傳算法得到近似最優(yōu)解。利用軟件針對近似最優(yōu)解構(gòu)建了旗幟廣告設(shè)計原型,并完成了優(yōu)化模型驗證。 該研究將從感性工學(xué)角度提供網(wǎng)絡(luò)廣告設(shè)計的指導(dǎo)原則和設(shè)計方法,對人因工程有關(guān)的設(shè)計理論是有益的補充,具有重要的科學(xué)意義。對網(wǎng)絡(luò)廣告設(shè)計實踐而言,將提高網(wǎng)絡(luò)廣告設(shè)計水平和廣告?zhèn)鞑バЧ?有實際應(yīng)用價值和廣泛的應(yīng)用前景。
[Abstract]:With the promotion of network advertising in the network application, the effect of Internet advertising is becoming more and more important. Whether an advertisement can arouse the attention of the consumers and achieve the expected effect is an important issue for every advertiser. The evaluation of advertising effect is to help advertisers decide whether their advertising investment is worth it. In the evaluation of advertising effect, the effect of communication is the core of the effect of advertising and the basis of economic effect, and the effect of advertising design is the key factor affecting the effect of communication and the expected effect of advertising.
This article will be used to study the design support technology of product modeling and human image cognition, the application of "Kansei Engineering" to banner advertising. The main reason is that the current advertising design is mostly based on the designer's understanding of the advertising effect, and is seldom analyzed and designed from the angle of the advertisement viewer. Price and recognition methods, and how to integrate user's sensory characteristics into advertising design.
In this paper, the effect of Kansei Engineering on the design effect of the banner advertisement is theoretically and experimentally studied, and the key design variables that affect the perception and evaluation of banner advertising are studied, and the relationship between the values of different design variables and their combination on the evaluation of advertising sensation characteristics is also studied.
On the basis of network search and expert consultation, by summarizing the basic data of typical samples, the items and categories of the banner advertising design elements are determined. According to the design requirements, 38 types of banner advertising prototype are designed by using Flash software, and 10 representative models are selected by multidimensional scale analysis and clustering analysis. The representative image words are taken out, and the user's evaluation scale of the banner advertising sensation is set up. Then through the correlation coefficient analysis, factor analysis, the reliability of the independent sample T test and the scale is analyzed by the project. The validity of the validity test is verified by the validity test. On this basis, the image and the users are constructed by using the neural network and the regression theory. The model of preference and potential demand factor is used to construct the model of design variables and image and user preferences by quantified I classes, and the model verification is completed. Finally, the approximate optimal solution is obtained by genetic algorithm. The prototype of banner advertising design is constructed by using the software for the approximate optimal solution, and the optimization model is verified.
The research will provide the guiding principles and design methods of network advertising design from the perspective of Kansei engineering. It is a useful supplement to the design theory related to engineering and has important scientific significance. For the design practice of network advertising, it will improve the design level of network advertising and the effect of advertising communication, and it has practical application value and extensive application. Prospects.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F713.8

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