A Research on the Creativity ＆ Flow Managementof Visual Communication Design--the Example of I.E.P. International Advertising
| Autor: | Tsai,Ching-Kuo, 蔡靖國 |
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| Rok vydání: | 2005 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 93 Visual communication design is formed after the Second World War based on the foundation of leading the advertising design profession. However, part of the independent visual communication persons is still stagnated in the entanglement of individual peculiarity including spontaneous peculiar ideas, involvement in subjective likes and dislikes and perceptual judgment. Through the creative activity of 「process-orientation」, this essay will explore the intention of manifesting the creative method, examination of the process management formation and the importance of benefit value. This essay shall base on the 「I.E.P. International Advertising」as the example and hopes to acquire its depth, complete operation structure and broad range that possesses the style of globalize vision. It is hoped from this case, an academic linking can be conducted between brand marketing advertisement and image reconstruction engineering so as to extend the category of the visual communication domain. The construction of the systemized method of individual case is a very complex engineering. Apart from conducting exploration on documentary information, this research also based on interview executed by the creative team to record, decode, analyze and arrange the experience information of the practical operation at that time. Then based on this conclusion, scholars and experts will reconstruct the site based on Delphi method so as to enlighten a group consensus of new experience value. By summarizing the exploration of this research, concrete suggestions on the visual communication design plan of I.E.P. international advertising case and flow management are presented. In addition, the following five conclusions are prepared: 1. Only with agile and interactive draft comparison management system, then the best team and more creative choices can be obtained within the shortest time. It is necessary to base on the angle of respect on creativity and encouragement of contribution to strive for constructing the pay back of the draft comparison cost, to standardize the design production fee and to increase methods of adding sources of draft comparison. 2. For the viewpoint of returning visual communication design to the intrinsic quality image advertising, it is important to possess multiple function operation system capability. Based on the present ecology that the design scale tends to be small, the creative director should enhance the marketing advertising of individual case and the exploration and connection of image domain. Attempt should be conducted on the organization functional strategy alliance team and the management system of work division integration shall be induced so as to avoid differences. 3.Creativity is not just meditation without total orderly ways. Through the creativity generation course training of the system and effective management of strategy, it will be easier to develop creativity that can conform to the objective. The operation should use the message strategy draft lively and with a tight brainstorming meeting, arrange the creatively strategy and precisely lay the main key and commitment, draft sketch checking and conduct efficient outsourcing and production management. 4. Appraisal members should include the advertising design sector and industry brand marketing representative. For the important points of appraisal, apart from creativity, it is necessary to add the evaluation on the professional function combination and service. In addition, there should be strict requirement on a complete structure of the proposal content. For proposal, it is better to base on team spirit and professional work division briefing and the deduction technique with self-advantage should be manifested. 5. The creative performance should have macro consciousness such as linking with 21st century international topic like green design etc. that can unfold spiritual concern and responsibility. Localization of international advertising has become a trend. The globalize cultural viewpoint creatively should have the strategy of resource integration and the importance of presentation touch off on the advertising copywriting creativity of the text should be enhanced. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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