互動式廣告運用在公共場域中訊息溝通模式之研究

Abstract

廣告單向溝通的強迫說服在近年來已逐漸失效，發展一種雙向有效溝通的媒體為當務之急。在邁向數位世紀的當代，「互動」是數位媒體隱含的本質。運用互動媒體做為廣告溝通的新媒體似乎可行，這也是家中網路互動廣告逐漸蓬勃的原因。然而，在公共場域中的互動式廣告卻仍處於萌芽階段，存在於真實空間的公共場域中會產生怎樣的互動特質？其訊息內容如何呈現與傳達？值得深入研究與探討。

本研究以公共場域中互動藝術的豐富經驗為借鏡，運用CIT回述技巧取得互動藝術家的第一手資料，透過分析及交叉比對，得到互動式廣告、消費者與公共場域互動關係的特質；再透過專家訪談，提出以數位媒體為訊息載體的互動式廣告在公共場域中的設計建議。研究結果如下：（1）互動式廣告、消費者及公共場域三者之間互動關係的特質，有助引起消費者感情上的轉換與投入。（2）互動式廣告在公共場域中設計的呈現重點在於：使消費者容易感知並可直覺參與的互動模式，以利消費者願意進入互動場域，沉浸其中。（3）互動式廣告與消費者在公共場域中易形成一定的互動範圍，降低此互動範圍內之干擾，可使廣告訊息較完整傳達。

本研究為公共場域中互動式廣告的初步探討階段，有助於萌芽中的互動式廣告在公共場域中之內容設計與傳達，當其發展成熟後，可擴及傳播流程中發訊者及收訊者的研究探討，使此領域之研究更為豐富與完整。

In recent years, the forced persuasion of one-way communication in advertising has gradually lost its efficacy. Developing a whole new kind of effective two-way communication medium seems to become the primary task on the instant. In the age which is striding toward a digital century, "interaction" is the implicit essence of digital media. The use of interactive media seems feasible for advertising communication. It is also the reason of the vigorous growing of the network interactive advertising in our daily life. However, the interactive advertising media in public spheres are still at the embryonic stage. How will it emerge if these interactive features been placed in public spheres of the physical space? How should we present and transmit the contents of messages? They are worth our further investigating and discussing.

This research was conducted by consulting with the abundant experiences of interactive arts in public spheres, and implied CIT method to obtain the firsthand experiential information of practiced interactive artists. After analysis and cross-comparison, we drew conclusions of the features of interactive relationship among interactive advertising media, consumers, and public spheres. Through the interviews with experts, we submitted a design proposal performed in public spheres: interactive advertising media could be applied to digital media as message carriers. The major results of this research were shown as follows: (1) The features of interactive relationship among the foregoing three subjects contribute to inducing consumer's emotional transformation and participation. (2) In public spheres, the key point of design presentation of interactive advertising media is that the interactive mode should make consumers to perceive easily and to participate intuitively. (3) In public spheres, interactive advertising media and consumers are facile to form a regular interactive range. It could reduce the interference to the interactive range from the external world and facilitate the message of the advertising to be transmitted more completely.

This research is a preliminary study of interactive advertising media in public spheres. It conducts the development of content design and transmission processes while applying interactive advertising media in public spheres. As long as it is well developed, the research subjects could be expanded to the discussions of the relations between transmitter and receiver in the communication process, and make the further contributions to this research field.