| Summary: | 碩士 === 國立交通大學 === 應用藝術研究所 === 94 === In recent years, the forced persuasion of one-way communication in advertising has gradually lost its efficacy. Developing a whole new kind of effective two-way communication medium seems to become the primary task on the instant. In the age which is striding toward a digital century, "interaction" is the implicit essence of digital media. The use of interactive media seems feasible for advertising communication. It is also the reason of the vigorous growing of the network interactive advertising in our daily life. However, the interactive advertising media in public spheres are still at the embryonic stage. How will it emerge if these interactive features been placed in public spheres of the physical space? How should we present and transmit the contents of messages? They are worth our further investigating and discussing.
This research was conducted by consulting with the abundant experiences of interactive arts in public spheres, and implied CIT method to obtain the firsthand experiential information of practiced interactive artists. After analysis and cross-comparison, we drew conclusions of the features of interactive relationship among interactive advertising media, consumers, and public spheres. Through the interviews with experts, we submitted a design proposal performed in public spheres: interactive advertising media could be applied to digital media as message carriers. The major results of this research were shown as follows: (1) The features of interactive relationship among the foregoing three subjects contribute to inducing consumer's emotional transformation and participation. (2) In public spheres, the key point of design presentation of interactive advertising media is that the interactive mode should make consumers to perceive easily and to participate intuitively. (3) In public spheres, interactive advertising media and consumers are facile to form a regular interactive range. It could reduce the interference to the interactive range from the external world and facilitate the message of the advertising to be transmitted more completely.
This research is a preliminary study of interactive advertising media in public spheres. It conducts the development of content design and transmission processes while applying interactive advertising media in public spheres. As long as it is well developed, the research subjects could be expanded to the discussions of the relations between transmitter and receiver in the communication process, and make the further contributions to this research field.
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