The study of Assessing Benefits of Fashion Clothes Utilizing Image Advertising and Photography Representation.

• Main Authors: Liu, Yu-Hsuan, 劉伃軒
• Other Authors: YANG, SHIUAN-RUEI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/2b3wh8

碩士 === 國立臺灣藝術大學 === 圖文傳播藝術學系 === 107 === Well-known fashion brands provide consumers innovative awareness and high recognition of brand model advertising by using different broadcasting techniques and designs. According to the BOF 2017 fashion brand rankings and the online thermometer 2017 top ten popular parity apparel behavior research samples, including positioning, theme, style, and photography performance. It discovered that the advertisements of luxury brands utilizing a great number of diverse story topics and various body changes, the composition of the photo are strong; nevertheless, the budget brand usually creates a picture by theme, rarely get in touch with the story, and the posture of the models are also comparatively simple. It summarized the two types of brand vision advertisements to establish performance principles of the theme concepts and expression techniques by carrying out the differences between theme concepts and photography performances. According to the different production technique, the experiment compared by 4 set of props/scenes, 4 set of single model posture, 4 set of lights, 1 set of expressions, and 5 sorts of design compositions. We conducted a questionnaire on the semantic assessment and advertising effectiveness of three styles by seven-point scales. The survey is in connection with the consumers aged between 20 to 49, 202 valid questionnaires collected. The average value of each question was used to examine the degree of image comprehension in two types of expression techniques. The research shows that the variation of the model's postures conducts to a comparatively vaster difference in semantic feelings, furthermore, it reveals the arrangement of scenes and props, the action of the model, the composition of the bizarre posture, the setting of the concentrated light and the direct light effect present the comparatively better advertising memory points for customers.