| Summary: | 碩士 === 國立嘉義大學 === 視覺藝術研究所 === 94 === It’s a mass media world that highly depends on visual communications, so human beings have to make different connections with visual images, such as those TV commercials visual images that exist around us have take a powerful place on our daily life. The messages that were communicated by the mass media, which has unique bright visual and the symbolic characters, had broken the limit of merchandise marketing. It also created a virtual and fancy world that could satisfy the hollow life and influence our common values and activities, or even structure a self-identification. Obviously, with the connection between merchandise and culture, commercial images had made a way of seeing that we can’t disregard. TV commercial not only impart a lot of messages but also inflect ideology and value from the main stream culture, so it is necessary to develop an ability to see and judge in this society that full of visual images.
Basic on the above understanding, the purpose of this study is to investigate art major and non-art-major students’ interpretation and judgment on TV commercial images, and to compare the differences of the students’ values, interpretations and judgment, who have different learning backgrounds.
Specifically speaking, the main objectives of the study are as below:
(a) To preview the related theories about TV commercials and development of aesthetic judgment in the visual culture.
(b) To analyze the interpretation and judgment of commercial images that made by college and graduate students from different backgrounds.
(c) To provide suggestions for future teaching and research on TV commercials issues.
Based on the discussing, the conclusions are as below:
(a) Interpretation and judgment on TV commercial:
1.Concerning the form and content, those with art background could perform better than those with no art background.
2.Those with art background can expand the meaning of commercials with reference to their art creating experiences, while those without art background interpret it in terms of the living experience.
3.Art-major graduate students would compare it with self-creating experiences, while students from other field just compare it with self-knowledge.
4.Concerning the judge ability, graduate students are superior to undergraduate students; and students with art background are also better than those without art background.
5.Concerning the judgment on cultural values, those with art background are superior to those without art background, but the students from both backgrounds are likely lack in the ability of interpretation.
(b) Characteristics and preferences of the interpretation on TV commercials:
1.Those with art background tend more to accept various forms of commercial arts, while those without any art background tend more to accept content of cultural issues.
2.Those with art background tend to focus on self-consciousness and self-determination, while those without any art background pay more attention to the religion and idol-identification.
3.Art-major college students and non-art-major graduate students have positive attitude, while non-art-major college students and art-major graduate students have both positive and passive attitudes toward commercials.
4.Those with art background prefer creative, novel, and stylistic performance, while those without art background prefer funny, simple, and easy performance.
5.The content of social concern is always popular among people with different backgrounds. Almost everyone except art-major graduate student is fond of easy and funny commercials.
Some suggestions are given in the last chapter for those who would like to do further research or to take TV commercials as teaching materials in the future.
Keywords: undergraduate student, graduate student, TV commercial, aesthetic judgment, interpretation
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