广告设计乙级技术士职业证照实施情况之研究

1FGD23AStudyofEffectivenessonPracticingAdvertisingDesignCertificationinTaiwanAbstractIn1994,TheVocationaltrainingBureau,TheCommissionsofLabors,ExecutiveYuan,hasbeguntoissuethecertificationforadvertisingdesignpractitionerswhomhavepassedthecertificationexam.Startingfrom1999,TheVocationalBureauupgradedthelevelfrombeginningtoadvancedlevelforthepractitionerswithbachelordegree.Althoughthecertificationforadvertisingdesignhasbeenpracticedforseveralyears,itstilllackofacademicstudiesforinvestigatingtheattitudesfromacademicandadvertisingindustry.GrantedbyNationalSciencesCouncil,thestudybeginstoreviewthearticlesforbothapprovingandagainstcertification.Focusingondesigneducators,advertisingdesignleaders,thepractitionerswhohavecertification,andtheadministratorsconductingtheexam,theresearchgroupusesbothfocusgroupdiscussionandinterviewsurveymethodologiestoinvestigatetheirattitudestowardadvertisingdesigncertification.Accordingtothequalitativeinvestigation,theresearchteamhasmadethe4followingconclusion:1.Mostofthesubjectshavepositiveattitudestowardtheideaofadvertisingdesigncertification.Theyalsoagreethatcertificationwillraiseboththeprofessionalizationandimageoftheindustry.2.Theyagreethattheexamwillcorrectlyreflecttheabilityofpractitionerinthefuturecareer.3.Theindustryresponsesthatmostofthepractitionersaren'tawareof,ordon'thavetheinformationaboutadvertisingdesigncertification.Thepropagandaisneeded.4.ThecertificationexamhasbecomepartoftheteachinggoalsintheArtandCraftorAdvertisingDesignprogramofvocationalhighschools.Ontheotherhand,questionsandproblemsstillremainonthecertificationexam.Itneedsfurtherimprovement.5.Itisjustbeginningforpractitionerstohavethecertificationandisnotobligationforthem,therefortheeffectivenessofadvertisingdesigncertificationneedfuturetracingandobservation.Generally,theadvertisingdesigncertificationhaspositivemeaningfortheindustry.Itwillbeachallengeforustoimplementthecertificationexamfirmly5inthefuture.Keywords:Advertisingdesign,Commercialdesign,Certification,Vocationaleducation.6……7……1.2.3.4.5.89graphicdesignOccupationalOutlookHandbookHolland,199882108411Davis,1997VisualCommunication1992GraphicDesignVisualCommunicationPhilipB.MeggsTheHistoryofGraphicDesign1950s12BauhausConstructivismSmith,1998JeffreyKeedyMcCoy1998Holland,199813SharonPoggenpohl1922graphicdesignWilliamAddisonDwigginsThomson,1997designAHistoryoftheRiseandProgressoftheArtandDesignintheUnitedStates1834WilliamDunlapGraphicgraphicarts14AIGA,AmericanInstituteofGraphicArt1913graphicdesignShapiro,199385Thomson1997AlexanderAnderson1775-1870Grdey'sGraham's1812184020187015%1518901910WilliamSharp1846RichardM.Hoe1812-188618601900LouisPrang1824-1909Thomson1880PrangPrangMeggs,198316178818(1)(2)(3)(4)%::0O%:%:O%:O%(5)(6)(7)19(8)(9)();(10)(11)()()(12)(13)APEC(88)20212223.24252627282930313233343536373839404142434445464748495051525354555657585960616263646566676869707172737475767778798081828384858687888990919293AIGAPaulRand,KatherineMcCoyJournalofGraphicDesign,Vol.10,No.1,1992Vol.12,No.2,1994CommunicationArts,No.241,July199394EllenShapiroSwanson,1997Shapiro19971.2.3.4.5.6.AIGAAIGAJackSummerfordSummerfordSteveLiskaLiskaEdGoldBaltimoreMassimoVignelliVignelliMelanieRoherRoherMichaelWeymouthWeymouthJoeFeigenbaumDesignOffice95EdGoldShapiro,1997ShapiroAIGAAmericanCenterforDesignDesignManagementInstituteCorporateDesignFoundationGraphicArtistsGuildICOGRADAInternationalCouncilofGraphicDesignAssociationsp.144)ShapiroNationalCouncilforInteriorDesignQualification96GunnarSwansonMichaelRockShapiroSwansonSwanson1.2.CharlesSpencerAnderson,SheiladeBretteville,JosefMuller-Brockmann,ArtChantry,EdFella,TomGeismar,AprilGreiman,WalterLandor,ScottMednick,PaulRand,DeborahSussman,RickValecenti,RudyVanderlans,MassimoVignelli3.AIGA974.5.Swanson,1997SwansonMichaelRock19979899100101102103104105106107108109110111112113114115116117118119120121122123124125126127128129130131132133134135136137138139140141142143144145146147148149150151152153154155156157158159160161FocusGroupInterviewsInterviewsurvey1621.2.3.1634.5.:271.2.3.1644.5.1.2.3.1.1652.3.1.2.3.166411674A4A1681691701711721731741751761771781791801811821831841851861871881891901911921931941951961971981992002012022032042052062072082092102112122132142152162172182192202212222232242252262272282292302312322332342352362372382392402412422432442452462472482492502512522532542552562572582592602612622632642651.2.3.4.2665.6.2671.85NSC85-2412-H-004-0122.843.(86):():4.(86)::5.(87)::6.(87)::7.(85):():8.(88)::9.(88):21~2426810.(88)::11.(86):-::NSC86-2415-H-224-00312.(90):255~26413.199214.Davis,M.(1998).“HowHighDoWeSettheBarforDesignEducation?”TheEducationofAGraphicDesigner.NewYork:AllworthPress,pp.25~30.15.Holland,DK(1998).“Graphicdesigneducation:Strugglingthroughawardteenageryears.”LookingCloser.NewYork:AllworthPress,pp.226~231.16.Keedy,J.(1998).“Experienceversuseducation.”TheEducationofAGraphicDesigner.NewYork:AllworthPress,pp.87~90.17.McCoy,K.(1998).EducationinanAdolescentProfession.TheEducationofAGraphicDesigner.NewYork:AllworthPress,pp.3~12.18.Meggs,B.