廣告魅力與對稱構圖的視覺注意力研究- 以魏斯·安德森導演作品為例

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Title:	廣告魅力與對稱構圖的視覺注意力研究- 以魏斯·安德森導演作品為例 Study on the Visual Attention of Symmetrical Composition and Advertising Charm: A Case Study of Wes Anderson
Authors:	張堯 CHANG, YAO
Contributors:	資訊傳播學系
Keywords:	魏斯·安德森廣告魅力工學評價構造法對稱構圖眼動追蹤 Wes Anderson's advertisements Miryoku engineering Evaluation Grid Method Symmetrical composition eye-tracking
Date:	2024
Issue Date:	2024-11-15 15:00:11 (UTC+8)
Abstract:	魏斯·安德森導演以獨特的風格創作廣告，在數位發展快速的時代中成功吸引觀眾的目光，對稱構圖的設計在廣告中也是值得探討的議題。因此本研究第一階段目的為使用魅力工學評價構造法來探究出魏斯·安德森導演所拍攝十部廣告作品中的魅力因子、抽象感受與具體設計之間的關係為何。第二階段則以眼動追蹤、主觀評量問卷探討廣告對稱構圖與非對稱構圖對視覺影響、心理感受。本研究得知，魏斯·安德森導演廣告作品八大魅力因素，分別是「畫面構圖」創造出視覺上的美感藉此引導觀眾目光，從而注意廣告中的重要元素、「劇情內容」在廣告中是主軸與靈魂，透過設計情節來吸引觀眾，使其迅速了解所表達訊息、「導演風格」透過獨特風格，如魏斯·安德森的「魏氏風格」，賦予廣告獨特個性，增加影響力、「色彩運用」打破單調規律，創造視覺衝擊、「鏡頭語言」中特寫、對稱、置中等手法，讓畫面成為情感載體、「剪輯技巧」精準控制劇情節奏與變化，使廣告流暢且具吸引力、「聲音效果」隨畫面內容變化高低起伏，增強廣告滲透力、「角色特色」刻畫出獨特的角色特色，能增加觀眾情感上的連結。廣告對稱構圖於眼動追蹤實驗熱區圖、視線軌跡圖及結果分析得知，當構圖對稱時，受測者的凝視次數較非對稱構圖多，表示對稱構圖能讓受測者對主題和主體產生更多的視覺停留和引導，而視覺跳動減少，視線更集中於畫面重點；而非對稱構圖時，則讓觀眾的視線分散，觀眾視線頻繁跳動，注意力更易分散，無明顯視覺重點。主觀評量結果顯示，受測者認為對稱畫面能產生較高「穩定感」、「愉悅性」和「協調性」的感受。靜態圖片中，對稱構圖能產生較高的「美感」。本研究了解魏斯·安德森導演在廣告創作中的魅力因素外，也探討在廣告中構圖是否對稱帶給觀眾的視覺心理影響，能夠提供給廣告製作、視覺設計類型或是相關行業的創作者更深入了解觀眾對於廣告的重要元素、視覺行為等之參考。 Director Wes Anderson has successfully captured audience attention in the rapidly evolving digital age through his unique advertising style. The design of symmetrical composition in advertisements is also a topic worth exploring. Therefore, the first phase of this study aims to investigate the charm factors, abstract perceptions, and concrete designs in ten advertisements directed by Wes Anderson using the Kansei Engineering Evaluation Constructive Method. The second phase uses eye-tracking and subjective evaluation questionnaires to explore the visual and psychological effects of symmetrical versus asymmetrical composition in advertisements. This study identifies eight key charm factors in Wes Anderson's advertisements: "Visual Composition" creates visual beauty that guides the audience's attention to the important elements of the advertisement; "Plot Content" serves as the main axis and soul of the advertisement, attracting viewers through the design of the storyline and allowing them to quickly understand the conveyed message; "Directorial Style" imbues the advertisement with a unique personality through a distinctive style, such as Wes Anderson's signature style, enhancing its impact; "Color Usage" breaks monotony and creates visual impact; "Cinematography" techniques such as close-ups, symmetry, and centering make the visuals an emotional carrier; "Editing Techniques" precisely control the rhythm and variation of the plot, making the advertisement smooth and attractive; "Sound Effects" vary with the content of the visuals, enhancing the advertisement's penetration; "Character Features" portrays unique character traits that increase the audience's emotional connection. The eye-tracking experiments, heatmaps, gaze plots, and results analysis reveal that symmetrical compositions result in more fixations compared to asymmetrical compositions, indicating that symmetrical compositions can lead to more visual focus and guidance on the theme and subject, reducing visual jumps and concentrating the gaze on key elements. In contrast, asymmetrical compositions disperse viewers' attention, causing frequent gaze shifts and making it harder to focus on a visual focal point. Subjective evaluations show that participants perceive symmetrical images as providing a higher sense of "stability," "pleasure," and "harmony." In static images, symmetrical compositions are perceived to have higher "aesthetic appeal." In addition to identifying the charm factors in Wes Anderson's advertising creations, this study also explores the visual and psychological effects of symmetrical versus asymmetrical compositions on the audience. This research provides valuable insights for creators in advertising production, visual design, and related industries to better understand the important elements and visual behaviors of the audience regarding advertisements.
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