| Summary: | 碩士 === 國立東華大學 === 藝術創意產業學系 === 105 === The difference in viewers’ perception and cognition of blank-sign images and such form in print advertisements is influenced by the factors like the viewers’ level of arts education, life experience, and cultural environment. This study aims to investigate viewers’ levels of cognitive appraisal toward abstract as well as representational painting forms and blank-sign images. And viewers’ associative abilities and perception of blank-sign images are further analyzed through the use of guided associative images and sematic structures.
In this study, a quantitative approach and semantic analysis were adopted. 363 effective samples were collected from the responded copies of a randomly distributed online questionnaire. The test items in the questionnaire included: 1) cognitive appraisal toward the blank-sign form based on the viewers’ existing experiences; 2) cognitive appraisal of the viewers based on the conceptual difference between abstract and representational blank-sign forms; and 3) cognitive appraisal toward the blank-sign form based on guided associative images and semantic facilitation.
The characteristics of the samples observed were as follows. Of all the respondents, 92.2% were with higher education. However, 66.4% of the young females and 33.6% of the young males were without long-term aesthetic training. Current students (40.5%), military, public, and teaching personnel (13.5%) and practitioners in art, cultural, and advertising design industries (11.8%) were in the majority. A high correlation was found between viewers’ image perception and semantic relationships, showing that all the viewers had basic knowledge of blank-sign form in painting and images. As for the variable of the conceptual difference between abstract and representational painting and images, the blank-sign form in painting was less accessible to the viewers and more prone to producing extreme perceptive appraisal, while that in images had a more central and stable tendency in the levels of perception and cognition.
Moreover, it is also observed that the viewers’ perceptive appraisal toward the blank-sign form in painting and images increased significantly with guided associative images and semantic facilitation. Such a result confirmed that through the constructing guidance by graphs and content, the pre-existing negative opinion of the viewers could be changed. It also helped understand abstract meanings in images and improve the perceptive appraisal toward the blank-sign form in painting and thus reduced the risk of extreme appraisal from the viewers.
And finally, this study suggests that in the future, when making or marketing a print advertising proposal in the form of the blank-sign, a designer can enhance the viewers’ image cognition and promote the comprehension of abstract meanings so as to improve the perception of the blank-sign form with associative images and semantic guidance based on the characteristics of different viewer groups.
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