THE EFFECTS OF THE TROPE DESIGN ON THE EVALUATION OF THE VISUAL DESIGN OF ADVERTISEMENTS

概要

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Based on the purpose of enhancing the communication effects of visual design, this study aimed to the effects of trope design from the perspective of "trope step" and "vehicle," hoping to understand the proper trope steps and connection between vehicles for users. First of all, an experiment was conducted to understand the trope steps of communication effects. And samples were divided into "few," "moderate," and "many" steps, then, evaluated assessment items, the degree of comprehensibility, interest, logic, creativity and image-matching. The results showed that moderate steps increased comprehensibility of the advertisement and enhanced a company's image. Finally, the selection principle of vehicles was investigated. The samples were categorized in accordance with their similarity, expression form, difference, and relevancy, and evaluated the assessment items, the degree of comprehensibility, apperception, creativity, impressiveness, interest and logic. The results showed that best evaluation and greatest communication effects could be gained when "complex similarity" and "great degree of difference and relevancy" exist between vehicle and topic.
2010-03-31