Applying archetype image in advertising strategic

• Main Authors: Fan Yang Hung, 范揚宏
• Other Authors: Jeff Lai
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/02409538085142246827

碩士 === 國立臺灣師範大學 === 設計研究所 === 95 === The objective of this research is to explore the archetype image theory applying in the creation and the function of understanding signs in advertising design. With the general thinking process of advertising plan, the study inducts two kinds of creation methods in the phase of strategic thinking, which respectively are the elemental forms management system of integrating archetype image and the sign level theory. Therefore, this research develops a set of creation methods which could help designers to apply in their daily creation cases. The entire creation principle includes analyzing information, finding problems, selecting the suitable position from 12 kinds of archetype images, thinking the communicate strategy from the sign level theory, selecting visual elements, deciding the layout of elements ,and finishing composition of a creation . The researcher chooses three cases from his creation experience for the experiment of this creation method. First, the case of graduate institute of college of communication in National Chengchi University selects the archetype image of “The Wise” with the thinking of the sign level theory and designs with the style of a landscape painting and the image concept of “The benevolent appreciates mountain and the wise appreciates water.” Second, in the case of the “Go to USA for art learning” lecture propaganda of Foundation for Scholarly Exchanges, the researcher orientates with the archetype image of “The Creator” and combines with American icons and art creation elements. Finally, in the process of creation of the case of the image propaganda of National Hsinchu Girl’s Senior High School, the researcher applies in the concept of “Dreams will come true” which is the archetype image of “The Magician” and chooses the image of a damsel, dreams combined with many creation elements. To sum up, the researcher finds that the creation method of this research can much more efficiently and precisely help designers to develop their ideal from the systemic thinking and the signs expressing and receiving methods which could be supported by the theory. However, the researcher must introspect that there is different foundation between different theories, so the difference would produce some limit by integrating theories into one. At the same time, the researcher has to remind the designers who take this creation method for their reference materials about attending to the problem of cross-culture level that is the western theory applying on the oriental context.