The Study of Image Recognition for the Compartment Advertisement on Taipei City Buses Thesis for Master of Science Department of Industrial Design Tatung University July 2004

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Abstract The objective of this research is to study the image of the advertisements outside the bus compartments in Taipei given to Taipei s citizens. The substantial research contents include: (1) the overall impression and expectation of the current bus advertisements on Taipei bus compartments given to Taipei s citizens; (2) Taipei citizen s impressions on the Taipei bus advertisements on compartments; and (3) the correspondence between the advertisements outside the bus compartments, the bus, and the city. Investigated with questionnaires and analysis, the major findings are as follows: Part 1: Overall impression and expectation given to the people by the advertisements outside the bus compartments 1 Overall impression of the Taipei bus advertisements on the compartments given to the people: The people in Taipei think that the Taipei bus advertisements on the compartment need improvements in the following aspects: easy understanding, pleasing, and creative. They suggest images and color are the two major elements for creating good advertisements. 2 Expectations to the advertisements outside the bus compartments III

The people in Taipei expect to see more artistic and aesthetic ads. Regarding the picture, it should be simple and harmonious. Furthermore, it should be vivid and humorous in its appeal. They don t want to see horror, sex, violence, clichés, and outdated ads. Part2: Taipei citizen s impressions on the advertisements outside the bus compartments in Taipei 1. The degree of attention attracting concerning the constituting elements (texts, captions, images, and colors) of the 2D advertisements: 1The degree of attracting people s attentions regarding the advertisements outside the bus compartments in Taipei are color,image,caption,text in order. 2The images that attract Taipei people s attention are the huge size of the ads, and the vivid and eye-catching images on it. The brand logo is the image that attracts the most attention. In addition of the size of the captions fonts, color is an essential factor for attracting people s attraction. The fewer the text, the bigger the fonts can attract more attention easily. 2. Relationship between the bus advertisements on the compartments and the adjective s image: The impression of the Taipei citizens on the currents Taipei bus ads on the IV

compartments is mainly constituted by the follow elements: common-unique, offensive-affinitive, and difficult-comprehensive. Regarding their preference to the ads is influenced by these two elements: cliche - innovative and terrible - hospitable. It means that Taipei people prefer advertisements on the compartments on the buses in Taipei to be innovative and hospitable. On the whole, the image is the product and its spokesperson. The bigger the size of the ad, whose image is more inclined to be unique. On the contrary, it tends to be common image. Ads with mall captions and non-sex appealing images are inclined to be friendlier. On the contrary, the ads with huge caption and sex appealing images tend to be more offensive. Part 3: the correspondence between Taipei bus advertisements on the compartments, the bus, and the city 1. Taipei citizens think that if the color of the ads on the compartment matches or contrasts with the bus, it can highlight the features of the bus itself. Taipei people are more concern with whether the images are divided up into fragments or not. They tend not to pay any attention to the text. General speaking, they don t think the ads intervene them in recognizing the position of the route sign or the back door. V

2. If the ad s image, color, or the compartment matches well together, it will have positive effect on the cityscape. If the ad s image and color are used flexibly, it will activate the city, transmit message of fashions in the city, and reflect the cultural standard of the city. For those ads with complicated background, too many words, and too many slogans do not posses such functions. VI

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