系統識別號 | U0002-0702201711100900 |
---|---|
DOI | 10.6846/TKU.2017.00227 |
論文名稱(中文) | 網路廣告產業的製作人角色:個案實習分析 |
論文名稱(英文) | The Role of the Producer in Online Advertising: An Internship Case Study |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 資訊傳播學系碩士班 |
系所名稱(英文) | Department of Information and Communication |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 105 |
學期 | 1 |
出版年 | 106 |
研究生(中文) | 江星穎 |
研究生(英文) | Hsin-Yin Chiang |
學號 | 603040022 |
學位類別 | 碩士 |
語言別 | 英文 |
第二語言別 | 繁體中文 |
口試日期 | 2017-01-12 |
論文頁數 | 55頁 |
口試委員 |
指導教授
-
劉慧娟
委員 - 王小惠 委員 - 王盈勛 |
關鍵字(中) |
製作人 網路廣告產業 實習 創業 隱藏式創新 |
關鍵字(英) |
Producer Online Advertising Industry Internship Hidden Innovation Entrepreneurship |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
本研究為台灣淡江大學資訊傳播研究所及澳洲昆士蘭科技大學創意產業研究所碩士學位雙聯學制之專案研究。本研究旨為分析台灣網路廣告產業的製作人角色,並探討製作人角色如何為台灣創意產業提供創新思維。 本研究透過申請台灣 Awesome Film Production 公司之實習機會,並以助理製作人之職務角色實際參與 Turing Robotic Industries公司產品網路廣告之案例,藉以對於製作人角色做更全面之瞭解。 通過本研究之分析,網路廣告產業中的製作人角色須具備四項主要特質,分別為高度組織性、多項任務執行、問題解決,以及專業性溝通協商之必要能力。另外,專案管理技巧、風險洞悉,以及市場行銷能力等,皆為製作人角色需持續發展之能力指標。 本研究建議獨立工作者或是自由工作者將可成為未來台灣網路廣告產業製作人角色之發展方向。共同工作室將是製作人角色之另一項發展可能性,透過連接更多跨領域、跨產業之專業性網絡與關係,藉以克服企業組織文化可能阻礙製作人創新管理思維之產業問題。 |
英文摘要 |
This project describes and analyzes the role of the producer in an advertising production company, and explores how this role can contribute to innovations in Taiwan’s creative industries. By undertaking an internship placement involving participating in an online advertising project, this project has led me to gain a more comprehensive understanding of the role of producers. This project report describes the abilities and skills the producer requires in an advertising production company. A good producer should have a highly organized mind and able to multi-task as a problem-solver and an effective communicator to coordinate the production process. In addition, producers should develop essential capabilities and the skills need to be combined appropriately to become a qualified producer, such as networking, problem solving, effective communication, and necessary technical skills. Moreover, the independent or freelance producers could be a future trend for the online advertising industry in Taiwan. Co-working space is another option for producers to more effectively harness their innovation potential because they can network more effectively across industry and professional boundaries enabling more creative relationships. |
第三語言摘要 | |
論文目次 |
【Table of Contents】 Introduction 1 Aims and Objectives 3 Background 7 Personal 7 Industry Partner 10 Stakeholders 13 Methodology 14 Significance 16 Contextual Review 22 Online Advertising Industry 22 The Producer Role 24 Internship 27 Introduction 27 Concept 29 Execution 30 Outcome 33 Findings 38 Reflection 48 References 51 【List of Figures】 Figure 1:Figurative view of the creative trident 8 Figure 2:Awesome Film Production 10 Figure 3:Project sample of Awesome Film Production - 1 11 Figure 4:Project sample of Awesome Film Production - 2 11 Figure 5:Project sample of Awesome Film Production - 3 12 Figure 6:Project sample of Awesome Film Production - 4 13 Figure 7:Project methodology 15 Figure 8:Internet advertising will overtake TV advertising revenue 17 Figure 9:The diamond framework of innovation in creative industries 21 Figure 10:Turing Phone - 1 28 Figure 11:Turing Phone - 2 28 Figure 12:Film screenshot of the TRI project - 1 35 Figure 13:Film screenshot of the TRI project - 2 35 Figure 14:Film screenshot of the TRI project - 3 36 Figure 15:Film screenshot of the TRI project - 4 36 Figure 16:Film screenshot of the TRI project - 5 37 Figure 17:Film screenshot of the TRI project - 6 37 Figure 18:The producer role in the online advertising industry 47 【List of Tables】 Table 1:Tabular view of the creative trident 9 Table 2:Execution of the internship 31 |
參考文獻 |
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