| Summary: | 碩士 === 國立雲林科技大學 === 視覺傳達設計系碩士班 === 94 === A Study on the Matching between Catch Phrases and Meaning of Images
--An Example of 2000~2003 Time Advertising Awards Annual
Student：Wan-Ting Tu Advisor：Dr. Jen Yen
Institute of Visual Communication Design
National Yunlin University of Science & Technology
Abstract
Focus group interview, KJ method and questionnaire survey are adopted in this research to explore the matching between the catch phrases and meaning of images. The research is conducted in a four-stage design. In the first stage, “focus group interview” was used, and semiotic analysis was conducted on 53 print advertisement samples in the food and drink category which were awarded with the Times Advertisement Prize in 2001~2003 to explore the use of advertising symbols and the message implication generated from them. In the second stage, “KJ method” was used to categorize the creativity development context of similar advertisements. In the third stage, “questionnaire survey” was conducted to probe into the differences in decoding advertising images by readers with professional advertising background and those with non-advertising background, and to collect vocabularies for image decoding. In the fourth stage, results in the third stage were used as the basis for designing a questionnaire, and “questionnaire survey” was conducted on the matching between catch phrases and meaning of images.
The major results of this study are listed below:
1. For most of the awarded advertisements, in order to express the special advertising creativity, “index” and “symbol” signs are more likely to be used, while “icon” signs are less likely to be used for directly expressing the advertising creativity. However, as “index” and “symbol” signs are “arbitrary” in nature. Knowledge about the established conventions among the users is needed to decode the signs, and therefore, decoding of the signs is quite difficult, and cases of “aberrant decoding” may arise. Therefore, when decoding the advertisements, the advertising concept must be understood first to grasp a better understanding of the true meaning of the advertising creativity.
2. There is great difference in the creativity development context between advertisements for different types of products. For noodles, snacks and fruit/vegetable juice, advertising creativity is mostly developed from “product function,” “product characteristics” and “the emotion elicited by the product;” for drinks containing caffeine, creativity is mostly developed from “the emotion elicited by the product;” for sport drinks, creativity is mostly developed from “product function;” and for dairy products, creativity is mostly developed from “product function” and “the emotion elicited by the product.”
3. With regard to the decoding of advertising images by readers of different background, those with advertising design background have higher image decoding level (each giving 105 decoding vocabularies on average), while readers with non-advertising design background have lower image decoding level (each giving 83 decoding vocabularies on average). Moreover, both groups generate more decoding vocabularies from the “connotation” of the images, and less decoding vocabularies from the “denotation” of the symbols.
4. Survey results of the matching between catch phrases and meaning of images show that the level of match between the catch phrase and the meaning of images stands as high as 94%, showing that awarded advertisements have a very high level of match between their catch phrases and the meaning of images. Moreover, the results are verified with the Kendall coefficient of concordance (Kendall’s W), and all reach the significant level of P<0.05. It can be seen that test subjects with different background have similar opinions on the meaning priority of the matching between catch phrases and images.
Keywords: Advertising design, Catch phrase, Advertising image, Advertising creativity, Semiotics
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