| Summary: | 碩士 === 嶺東科技大學 === 數位媒體設計研究所 === 100 === Advertisement is full of our daily life in present society. Besides, with the progress of digital media technology, the advertisement production and creation become diverse, and the creative advertising contents present larger space. Advertisement requires the correspondence of shot displacement and cut. Based on the descriptions, audience could understand the content structure of the advertisement. However, shot framing does not present any imagery. In consideration of the visual presentation of advertisement, a director presents the advertising text with the creativity of goods and advertisement through visualization. The visual scenes are composed of single shots, and a series of shots are organized as a meaningful story to express the advertising contents and the meaningful interpretation. Finally, the advertisement is expected to affect consumers’ cognition and emotion. This study tends to discuss the advertisement text, after image transformation, being organized with shot languages for the delivery of visual information and the psychological feeling of visual composition. The presented advertisement is further studied the effects on the advertising effect. Having the advertising effect as the major research objective, the design of research method is studied from the aspects of researcher, audience, and originator. Qualitative Content Analysis, Comparative Analysis and Quantitative Factor Analysis, Two-Way Mixed Design are applied to discussing, analyzing, and verifying the effects of various backgrounds on advertising effects. The differences in the backgrounds are discussed to understand the strategic application and audience cognitive attitude of advertisement. The results show that (1) Gender presents significant differences on the cognition of advertising effects, (2) the advertising response of age appears differences on brand, (3) the advertising response of educational background shows differences on brand, and (4) the purchase intention of all consumers is significantly enhanced.
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