标题：Mixed-Style Print Advertising Combining Fashion Photography and Digital Illustrations: Examining the Print Advertising of Consumer Products in Taiwan
期刊名称：International Journal of Asia Digital Art and Design Association
电子版ISSN：1738-8074
出版年度：2013
卷号：17
期号：2
页码：50-59
DOI：10.20668/adada.17.2_50
语种：English
出版社：アジアデジタルアートアンドデザイン学会
摘要：This study reveals the new shape of print advertising design in the digital era, investigating the new construction of graphical design images produced by the combination of illustrated media and photographs, to gain a deeper understanding of the reasons for which modern consumers enjoy this mixed type of visual structure and style. The research methods rely on sample print advertisement images to analyze the factors that make up their visual designs. The psychological attention-interest-desire-action (AIDA) model was used as a measurement tool to construct quantitative questionnaires to inquire into consumer preferences. A total of 516 valid questionnaires were collected. Men comprised 41 % of the respondents, whereas women were 59 %. Those between the ages of 14 and 25 were the majority, comprising 63 % of the sample. The results of this study indicate that the Art Nouveau style of print advertisements, which combine fashion photography with digital illustrations, is extremely effective in drawing the attention of consumers, inciting their interest, and stimulating their desires. The research methods rely on sample print advertisement images to analyze the factors that make up their visual designs. The AIDA model was used as a measurement tool to construct quantitative questionnaires to inquire into consumer preferences. These results can provide the advertising industry with a clear theoretical design analysis capable of serving as a reference standard in future print advertising design.
关键词：Print advertisements;Digital communication;Digital illustration;Fashion photography;Mixed style;Art Nouveau
