Constructing a Scene Design Model for Commercial Films Using the Narrative Design Theory

• Main Authors: Nai-ching Chen, 陳乃菁
• Other Authors: Yu-fu Yang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/29084593362403189698

碩士 === 國立雲林科技大學 === 空間設計系碩士班 === 92 === With new-generation design becoming more and more communication-based, professional designers have to make good use of expression techniques and communication skills in devising creations and implementing design methods. For those creations with an enhanced narrative function, narrative developments or narrative methods will not only increase the expression function of design, but they will also represent a method for attracting the audience and promoting design-oriented communication. Commercial filming is the most practical branch of visual communication design, as it involves communicating with and convincing a specific group in accordance with a strategy to achieve the purpose of an advertisement. Scene design and visual art creation of commercial films nowadays are mostly carried out in the light of directors'' or art directors'' creative experience. In this regard, there are important issues, such as, how is narration conducted within the space of the scene of a commercial film? What are the narrative style and essentials? This research is intended to construct the creative principles of the scene design in commercial films using the “narrative design theory” with a view to enhancing the function of spatial narration and making scene design more communicable and convincing. This research was carried out in two stages. First, conclusions were drawn from literature and theories on advertising, scene design and narrative design theory; the conclusions, coupled with the analytical structure of the theory of design culture coding, enabled the analysis of the narrative strategy, the meanings to be conveyed, and the expression method discovered in the scene design of the commercial films under study; maneuverable items of scene design and the essentials thereof were identified and treated as the basis for promoting the narrative design development of the scenes in commercial films with a view to constructing a scene design model. Second, the researcher simulated the operation of the scene design model in order to test and review the narrative scene design model. Findings of the research are as follows: 1.A method for “analyzing the scene design of commercial films, using design culture coding” was constructed. The method can be used to analyze the scene design of commercial films in terms of its three dimensions, namely strategy, meanings and techniques. 2.A model of “narrative scene design of commercial films” was created. Researchers and scene designers can use the model as a valuable reference on maneuverability.