A Study on Relevancy in Incongruency Theory of Print Advertising

• Main Authors: Shin-Yu Chou, 周心遊
• Other Authors: Yu-Chia Chen
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/59589971125231779204

碩士 === 國立臺灣藝術大學 === 視覺傳達設計學系 === 98 === The essential purpose of advertisement is to catch people’s eyes. Thus, there are many ingenious patterns and titles in print advertising. They convey specific message of advertisements. That can make people feel different and fresh. The similar way to apply and the mode of constructed experience which are different from everyone’s cognition. Also, that is the technique used by incongruency theory. Goodman (1989) explained incongruency theory on two aspects---relevancy and expectancy. Recently, the research reveals that the way to show moderately inconsistent can bring about customers’ interests to think about the problem of cognition and then to solve it. That may help customers achieve their self-fulfillments from solving problems. That way, customers would enjoy this advertisement. Trying to construct an effective way of the inconsistent advertisement is the main idea of this research. I hope it can provide designers as a reference when they draft advertising strategies and design creatively. Through literature review, the theoretical framework of this research was established first and then followed by finding out the relationship between the element of moderately inconsistent advertising message and the effect of whole advertisement. In the first stage, initial examination which aims at differentiating the extent of inconsistent in whole moderately inconsistent advertisement. On the other hand, to distinguish the relational extent among picture, text and brand and the influences of the extent to comprehend. After that, gather moderately inconsistent advertisements statistics and sort out them by their relational extent, which formed the foundation for the next stage. In the second stage, named the survey of the communicate effect of moderately inconsistent advertisements, was conferred the effect of moderately inconsistent advertisements. Also, review the difference cognitions between normal people and designers’ different cognition toward moderately inconsistent advertisements. Finally, to be directed against moderately inconsistent advertisements, to synthesize above all results and provide constructive advices: 1.When the picture element, text element and brand element are related, customers may associate the three things together easily. That can help them comprehend this advertisement easily and the effect of this advertisement will be better. Thus, designers should think about appropriate patterns and topic to tie in the relationship of patterns, articles and products. That way, the advertisement can be understood easily and the advertisement may be more effective. 2.Moderately inconsistent advertisements are easy to understand. They are also interesting and impressive. Hence, if we control the relevancy and expectancy of whole advertisement effectively, the advertisement we create will easy to be comprehended and become interesting and impressive. 3.In moderately inconsistent advertisements, the quality of relevancy and expectancy are different. They usually display opposite places. When designing, we should think over to achieve the goal of comprehension first and then to control the relationship among picture, text and brand. The last step would be to consider creative technique that kind of expectancy skills.