| Summary: | 碩士 === 國立臺北教育大學 === 教育傳播與科技研究所 === 105 === The purpose of applying message design principles is to solve problems or to make specific blueprints. The concrete instances are presented through the motivation, perception, problem solving ,and attitude change principles which are edited by Fleming, Levie, and Bednar. These principles have been used in the field of education, communication and public relations.
Costume dramas are popular because they contain a variety of themes, create ideal worlds in the stories, and provide the audience new viewing experiences. In 2014, Hong-Liang Hou and his crew produced the trailer of the Chinese costume drama, Nirvana in Fire, in the purpose of drawing media reporters’ and the audience’s attention, and attracting consignment agents to purchase the series. This study focuses on the consistency between the trailer and the producer’s purpose of marketing from the view of message design principles.
The researcher develops 4 motivation principles, 5 perception principles, 6 problem solving principles, 3 attitude-change principles, and visual composition to analyze the content of the trailer. 8 interviewees -- including 3 media related experts who have and 1 who hasn’t watched the series, 2 audiences who have and 2 haven’t watched the series -- are interviewed by the researcher to interpret the consistency between message design principles and the trailer. In addition, the researcher uses questionnaires and interview questions to understand these 8 interviewees’ habits of watching TV series and opinions of costume drama series.
The results indicate:
1.The content of the trailer is consistent with message design principles developed by the researcher, except for problem solving principles.
2.The trailer successfully draws the attention of the audiences who haven’t watched the series, but the structure of the trailer is a little confusing for them.
3.The audiences who have watched the series think that the content of the trailer is hard to accept completely due to its different ways of describing the plots.
4.Interviewees above 40 years old are used to watching series on TV; interviewees under 40 years old tend to watch series on audio/video streaming platforms.
5.These 8 interviewees’ opinions on costume dramas include: the plots are important; historical figures can draw their attention; the dramas usually have high production value. As to the plots, they agree that issues of violence, prejudice, sexuality, and crime are often presented.
Recommendations are as follow:
1.Colleges should offer courses related to message design principles.
2.The quantity of experts who have /haven’t watched the TV series should be balanced.
3.The researcher suggests the producer of the trailer should produce two kinds of trailers: for consignment agents and for audience.
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