Task Description Method for Print Advertisement Styling Processes and Its Preliminary Application to Creativity Diagnosis

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  • 広告レイアウト作業の記述方法と創造性診断へ向けた試験的適用
  • コウコク レイアウト サギョウ ノ キジュツ ホウホウ ト ソウゾウセイ シンダン エ ムケタ シケンテキ テキヨウ

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Abstract

The present paper proposes a task description method for print advertisement styling processes adopting actions and protocol data that can be obtained by video recording. The proposed description illustrates the styling processes in time-line style, and it enables us to easily grasp the transitions of styling forms, actions, and cognitive steps estimated from protocol data. In addition, we show basic ideas that allow us to diagnose actions/cognitive processes relating to creativity (i.e., generating novel styling forms and novel goal settings during the styling processes). We carried out a series of experiments in which a conventional print advertisement production task was reproduced with a well-skilled designer. We conducted a preliminary application with the proposed method to data obtained in the experiment. From this application, we could obtain implications that the description makes it possible to clarify the states of the styling processes (i.e., efficiently progressing or fixating). Additionally, we showed that the designer's behaviour in terms of the above-mentioned creativity can be quantitatively evaluated using the proposed indices.

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