An Analysis on Ambient Media Advertising Design Using Conceptual Blending Theory

• Main Authors: Chia-Wen Chen, 陳家文
• Other Authors: 王鴻祥
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/4r6y68

碩士 === 國立臺北科技大學 === 創新設計研究所 === 102 === Ambient Media started to appear in British media jargon in late 90’s, but now seems to be firmly established as a standard term in the advertising industry. Unfortunately, the academic community in face of numerous ambient media advertisements has made few studies on its multiple forms. In the advertising industry, metaphor is one of the most common on designing. Conceptual blending theory has strong explanatory ability, which can combine two different things, such as language and design. Therefore, it is one of the most influential theories of cognitive linguistics. However, conceptual blending theory is less popular to analyze on designing ambient media nowadays We recognize some similarities and differences between metaphor and blending, and examine their occurrence in four types of blending networks in ads. This study will use conceptual blending theory to analyze the metaphor of ambient media advertising design. The results of this study suggest that the design method based on conceptual blending offers the designers a systematic approach through search sources of creativity from environment to generate ambient media design concepts. Or search sources of creativity from products to generate ambient media design concepts. The results support that the target consumer insight is the most important parts of ambient media design. The key to a successful ambient media campaign is to choose the best media format available and combined with effective message. Furthermore, this study will evaluate the innovation of the metaphor target and the source object in order to understand the relationship between the type of conceptual blending theory and the metaphorical and innovative.