攝影美學、品牌美學與品牌識別之關聯探討

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Title:	攝影美學、品牌美學與品牌識別之關聯探討
Other Titles:	A research on the associations of photography aesthetics, brand aesthetics and brand identity
Authors:	黃俊諺;Huang, Jyun-Yan
Contributors:	淡江大學國際企業學系碩士班黃哲盛
Keywords:	Brand Aesthetics;Brand Identity;Photography Aesthetics;品牌美學;品牌識別;攝影美學
Date:	2017
Issue Date:	2018-08-03 14:43:22 (UTC+8)
Abstract:	隨著時代與科技的進步，相機逐漸成為一個不可或缺的產品，然而，攝影所呈現的美學，每個人的感受有所不同，因此，品牌的美學透過攝影的視覺方式是否會引起消費者心中的品牌辨識以及是否收到品牌所發出的品牌精神，即是本論文主要研究的動機。亦即，本研究主要目的為：（一）探討以攝影美學的視覺詮釋品牌美學與品牌識別的關聯為何？（二）探討品牌透過攝影美學的呈現能得到什麼？（三）探討那些因素或特性是維持攝影美學一致性的重要資源？本研究以時尚精品品牌為例，舉辦兩場焦點團體訪談質性研究，並以半結構式的訪談大綱為依據。第一場的訪談尋找了六位消費過時尚精品品牌的消費者，第二場的訪談尋找了五位有設計藝術與攝影相關的受訪者，根據兩場所有受訪者的訪談內容，經過分析整理，歸納出幾個結論：（一）以攝影美學的視覺詮釋品牌美學與品牌識別的關聯，是有其效果存在。（二）藝術相關背景與非藝術相關背景的人，對於攝影美學詮釋品牌識別的觀點有所不同。（三）「光線、構圖、色彩、時間、氛圍」是維持攝影美學一致性的關鍵元素。 With the new technology, the camera has gradually become an indispensable product. However, photography aesthetics in each person''s feelings are different. Therefore, the brand aesthetic through the visual way of photography will cause the consumer''s mind of the brand identification and whether to receive the brand spirit. That is the main motivation of this paper. The main purposes of this study are: (A) To explore what is the relationship between brand aesthetics and brand identity when I use a visual interpretation of photographic aesthetics? (B) To explore what the brand can get with photographic aesthetics? (C) To explore what the factors or the characteristics are important to maintain photographic aesthetics? In this study, we choose the fashion boutique brand as an example. We held two focus groups interview, and used semi-structured interview as the basis. The first interview, I found six consumers who had consumed the fashion boutique brand. The second interview, I found five interviewees who learned design, art and photography. After analyzing communications, I concluded some points below: (A) There is a certain effect on vision interpret brand identity with perspective of photography aesthetics. (B) Art-related background and non-art-related background of the people are different perspectives from photography aesthetic interpretation of brand identity. (C) "Light, composition, color, time, atmosphere" is the key element to maintain the consistency of photography aesthetics.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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