圖示地圖之傳播效能-以台灣報紙上房地產廣告地圖為例

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Title:	圖示地圖之傳播效能-以台灣報紙上房地產廣告地圖為例
Authors:	高慶珍
Contributors:	地理系
Keywords:	圖示地圖路徑查詢口語描述尋徑地圖簡化 Schematic maps wayfinding oral description Orgin-destination map generalization
Date:	2011
Issue Date:	2013-08-12 10:06:16 (UTC+8)
Abstract:	多年來，刊登在台灣報紙上的房地產廣告，多半以圖示地圖方式呈現。為了檢視它的傳播效能，本研究特選擇一般地圖，經過手繪、口語尋徑、設計成圖示地圖為樣本，以操作延時為依據，於電腦上比較一般地圖與圖示地圖的傳播效能。在ASP程式下，聽從口頭描述路徑指令於電腦上從事尋徑操作。結果發現，同樣的起迄點，在圖示地圖上平均用13.5秒可完成的尋路過程，在一般地圖上須使用14.8秒方能完成。對不熟悉環境者而言，在圖示地圖上平均使用15.2秒找到基地，但在一般地圖上需使用17.1秒；若是對環境熟悉者，時間則分別縮短為12.6秒及13.0秒。由於圖示地圖經過諸多的簡化過程，成圖較為清晰易讀，自然降低在大腦操作時間，效果反映上也就比較快。特別對不熟當地環境者而言，這樣的設計已達成空間指示的效能；對推銷產品的廣告來說，也已發揮傳播效能。 Real estate advertising maps printed by newspapers in Taiwan are primarily presented in schematic styles. The purpose of this study is to compare the communication effect between general maps and schematic maps. In an origin-destination experiment that used ASP, subjects were placed in front of a computer and asked to follow oral instructions that described a particular route. The time needed to complete the exercise determined the communication effect. The results of the study showed that it took an average of 13.5 seconds to find a destination using a schematic maps and 14.8 seconds for general maps. In addition, whether or not a subject was familiar with the environment played a role in finding destinations. It took 15.2 seconds for subjects unfamiliar with the environment to find their destination using a schematic maps and 12.6 seconds for those already familiar with it. When using general maps, however, it took those unfamiliar with the environment 17.1 seconds to find their destination and 13 seconds for those familiar with it. In this study it was determined that because schematic maps emphasize generalization, they are easier to read and reduce the knowledge processing time. Schematic maps therefore provide better communication for advertisers seeking to persuade consumer to come to their businesses and buy their products.
Relation:	中華民國地圖學會會刊第21卷第1期地圖 21:1 2011.04[民100.04] 頁29-41
Appears in Collections:	[Department of Geography & Graduate Institute of Earth Science / Geography ] journal articles

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