設計中的空間與地方：社群媒體廣告的設計思考

The Study on the Effectiveness of Advertising Placement in the Online Games-Format, Location, and Players' Recall and Preference

王瑋(Wei Wang)

地方 ； 社群媒體廣告 ； 空間 ； 段義孚 ； 設計思考 ； 電腦協同工作 ； Place ； Social Media Advertising ； Space ； Yi Fu Tuan ； Design Thinking ； CSCW(Computer-Supported Cooperative Work)

中國廣告學刊

22期（2017 / 03 / 01）

80 - 101

繁體中文

空間跟地方都是我們日常經驗中熟悉的詞彙，我們都活在空間中。人文地理學家段義孚Yi-Fu Tuan 在他的英文著作《經驗透視中的空間與地方》(Space and Place- The Perspective of Experience) 一書中提到 ＂Place issecurity, space is freedom.＂「地方是安全的，而空間是自由的。」我們都追求空間的自由，當我們對空間感覺完全熟悉之後，它就變成了地方。「空間」和「地方」的研究起初屬於人文地理學的領域，後來逐漸成為建築學和都市設計的重要議題。在今日的社群媒體廣告設計中，「空間」的意義除了地理空間之外，也包括了電腦、網路、手機、社群網站… 等傳播媒體所產生的虛擬空間。設計師的工作方式也從個人設計朝向團隊協同合作的方式，例如電腦支援的協同工作 (Computer-Supported Cooperative Work 簡稱 CSCW) 就是現代設計中常見的協同和交流的工作模式。本研究以段義孚的「空間」和「地方」的觀念來說明這種設計現象，並探討如何把空間與地方的觀念延伸到社群媒體廣告的多維設計思考之中。

Space and place are familiar vocabulary in our daily experience, and we all live in space. Yi-Fu Tuan, a human geographer, mentioned ＂Place is security, space is freedom＂ in his English book Space and Place-The Perspective of Experience. We all want to rely on security of a ＂place＂ but also need the freedom in a ＂space＂. In the 21st century, the definition of ＂space＂ has become more extensive. It not only refers to the geographical scope, but it also includes the virtual space such as television, internet, mobile phones and other social media. Even though ＂space＂ and ＂place＂ are the basic concepts of architecture and urban design, we can actually use this concept, in a variety of Computer-Supported Cooperative Work (abbreviated as CSCW). CSCW has become a common mode of communication and collaboration for modern design projects. This article attempts to explore this phenomenon by using the ＂space＂ and ＂place＂ concept from Yi-Fu Tuan.

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