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    Title: 房屋銷售廣告與居住意象之傳遞
    Other Titles: Homes sales advertisement and communication of residential images
    Authors: 成詩淳;Cheng, Shi-Chun
    Contributors: 淡江大學建築學系碩士班
    劉綺文;Liu, Chi-Wen
    Keywords: 房地產廣告;場景;元素;環境線索;環境意義與價值觀;Real estate advertising;Housing image;Setting;Environmental features;environmental cues;Environmental values and meaning
    Date: 2013
    Issue Date: 2014-01-23 14:25:46 (UTC+8)
    Abstract: 近年來台北都會區出現一股由市中心遷出到市郊的”輕移民”風潮。大量房屋廣告隨之出現。建築廣告以虛擬環境來銷售一般人一輩子最重要的商品:住屋。本論文以報紙全版建築廣告,經由環境分析和廣告意象與訊息來探討探對於環境訊息的傳遞方式和意義的指涉。其中內容分成三部分:建築廣告中的環境構成、建築廣告中的意義指涉、建築廣告中的環境線索。
    建築物與社區相關的場景最經常被使用,其次是與人有關場景。區位和案件的特點會影響場景和物件之間的關係。觀者被設定在場景外、場景中、和場景邊緣的位置會影響到場景中人物之有無和種類。環境中的固定、半固定、非固定物件會依序對應到較大尺度都市與鄰里相關場景、中尺度建築社區相關場景、較貼近人們生活的小尺度場景。此外建築廣告中的建築、社區相關的場景和社區之外的環境場景彼此之間無關係。環境中的意義指涉會因為案件區位而有所不同;對應不同經濟實力的使用族群,會影響訊息量的多寡、強調的訊息層面;進行對環境訊息的偏愛或隱藏。意義指涉中富裕概念對所有建築廣告都是最重要的;台灣人對於富裕概念有三種表現方式,以尺度區別;分別是地區、建築以及物件的模式。輕移民地區建築廣告經常以社區造景和生活中元使用物件來特別強調大量的生活品質概念。此外台北市中心案件對精神層面意義指涉有所著墨;對於生活品質則是完全的忽略。輕移民地區中會刻意的將人物從場景中隱藏、並且對具有文化意義的環境訊息,特別是具有西方文化意象的人物和建築語彙進行片面的強調。場景與意義指涉的交互討論中發現訊息之間會有伴生的現象存在,其中以身分地位和財富意義之間關聯最為明顯。
    本研究借用了馬斯洛的人類恆久價值金字塔概念,繪製出建築廣告的價值觀金字塔,輕移民地區建築廣告所傳遞的價值觀大致遵循金字塔模式,而台北市核心區域因其傳達的價值觀特別強調富裕、身分地位和個人精神價值而呈現一種片斷的金字塔狀態。本研究發現同文化下不同的建築廣告所建立的虛擬環境會因應使用者而使用多元化的場景;但是在多元化的場景中環境線索的使用類別組成具有共同的模式。其中人的需求是建立不同的廣告環境意義的主要動力,並且是造成差異化的原因。
    There is a “light emigration” trend with people moving out of the city into suburbs around Taipei City in recent years that entails numerous home sales advertisements in public media. These home sales advertisements project images of new homes which often become the most significant purchases in lifetimes. This thesis focuses on full-page home sales advertisements appeared on newspapers to investigate the messages and meanings inthem. Through analysis of images, and text messages referent meanings in the advertisements are explored. Emphases are focused on contents and organizations, features and cues, and the referred meanings involved in the advertisements

    Buildings and community environments, followed by people and their settings appear to be the most used images in the home sales advertisements. Locations and characteristics of the communities have influences on the selection of setting scenes and arrangements of physical objects in them. Positions of the presumed audiences, including out-of or on the site also affect the presence of characters in the settings. Environmental features including fixed, semi-fixed, and non-fixed elements are correlated with the scales of the residential environments. However, there tends to be very little relation expressed between the larger environmental contexts and the advertised residential communities. Locations of the housing communities may determine the referred meanings which often involve economic status. Economic status of the projected buyers affects the information quantities and emphases, as well as that being concealed in the home sales advertisements.
    It is found that the idea of affluence is the most important message projected in the advertisements, and is communicated through three scales including the larger environment, apartment building, and physical objects. Quality of life is a key concept emphasized and communicated through environmental ambience and objects of daily use in the advertisements for the areas of light immigrants. With less emphasis on real physical quality meanings regarding spiritual level are stressed in home sales advertisements in Taipei city area. Information about potential residents is deliberately concealed in those light immigration areas. In addition, features of cultural significance, particularly Western, are emphasized. There is also a strong tendency of co-presence regarding themes of meanings, particularly social status and wealth.

    This thesis also applies the hierarchy of needs developed by Maslow indicating levels of values expressed in the home sales advertisements. Values communicated through the advertisements in the light immigration areas in general conform to the continuous pyramid shape. On the other hand, with emphasis on wealth, social status, and higher level values home sales advertisements in Taipei city area appear to be a fragmented pyramid. The research suggests that environments projected in the home sales advertisements have multiple looks and settings due to user’s needs. Settings projecting similar social groups often result in similar use of environmental cues and patterns of organization. Human needs are seen as the major cause and determinants of meanings and distinguishing differences in the advertisements.
    Appears in Collections:[建築學系暨研究所] 學位論文

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