국내 직접반응광고의 표현 형태 및 위험감소 전략의 이용에 관한 연구

허정무(Jeong Moo Heo),주대홍(Dae Hong Joo) 한국광고홍보학회 2011 광고연구 Vol.0 No.90

본 연구에서는 국내에서 집행된 신문광고에서 직접반응광고의 이용 현황과 그 내용적 표현 형태는 어떠한지, 그리고 소비자의 반응행동을 유인하기 위하여 어떠한 위험감소 전략이 활용되고 있는지를 내용분석을 통하여 알아보았다. 연구결과 국내에서 최근 3년 간 집행된 신문광고를 분석한 결과 조사대상 30개 업종 중 19개 업종에서 직접반응광고가 이용되고 있는 것으로 나타났다. 직접반응광고의 내용적 표현 형태에 있어서 소구유형은 이성적 소구가 상대적으로 많았고, 헤드라인 표현 유형에 있어서는 뉴스형 헤드라인과 호기심 자극형 헤드라인이, 그리고 표현 형태는 비주얼과 카피의 비중이 비슷하게 배열되어 있는 비주얼과 카피의 혼합형이 상대적으로 많이 이용되고 있는 것으로 나타났다. 또한 조사대상인 직접 반응광고 대부분에서 위험감소 전략이 반응수단으로 이용되고 있으며, 업종별로 주로 이용되는 위험감소 전략의 차이가 있는 것으로 나타났다. 이상과 같은 연구 결과는 향후 직접반응광고를 운영함에 있어 보다 효과적인 광고 표현물의 제작 및 업종에 따라 보다 효과적인 반응수단으로서의 위험감소 전략의 선정에 실무적으로나 이론적으로 고려하여야 하는 기준을 제시 하였다는 점에서 의의가 크다고 하겠다. This paper has been studied, by content analysis, how many direct response advertisements were used in newspaper advertising, which kind of risk reduction strategies were used and which type of creative characteristics are used in the direct response advertisements by industry type. The results of this study are as follows: First, it has been found that direct response advertising was widely used in various industry types as it was used 19 industry types among 30 industry types which had been classified by OTTO, but using of it was concentrated on several industry types yet. Second, in creative characteristics, the layout type mixed with copy and visual to explain consumer`s benefit, promising type and curiosity incentive type of headline to reinforce the conviction and interest on the benefit presented in advertising and the message type of rational appeals were mainly used in direct response advertising. Third, 8 kinds of risk reduction strategies were used in almost direct response advertising of newspaper advertising which was studied in content analysis except ``present small package product``. And there were differentiation in using risk reduction strategies by industry type. The findings of this study will be helpful theoretically and practically for creating and conducting the direct response advertising.

광고디자인의 제품유형별 메시지 프레이밍에 따른 소비자의 지각된 위험과 구매의도에 관한 실험 연구

이동한 ( Lee Dong-han ),허정무 ( Heo Jeong-moo ),최원수 ( Choe Won-soo ) 한국디자인트렌드학회 2012 한국디자인포럼 Vol.34 No.-

본 연구에서는 제품 유형에 따라 어떠한 메시지 프레이밍 형태가 소비자의 지각된 위험을 감소시키고 구매의도를 증가시킬 수 있는지를 실증적으로 규명하였으며, 이를 위하여 제품유형별(실용적/쾌락적)로 메시지가 다르게 프레이밍(긍정적/부정적)된 가상의 브랜드 광고물을 제작하여 구조화된 설문지를 통한 실험 연구를 진행하였다. 연구결과 실용적 제품의 경우는 부정적 프레이밍 형태에 대한 소비자의 지각된 위험이 낮게 나타나고, 쾌락적 제품의 경우에는 긍정적 프레이밍 형태에 대한 소비자의 지각된 위험이 낮게 나타났으며, 구매의도의 경우 실용적 제품은 부정적 프레이밍 형태에서 긍정적 프레이밍 형태보다 높게 나타난 반면, 쾌락적 제품의 경우는 긍정적 프레이밍 형태에서 부정적 프레이밍 형태보다 높게 나타났다. 또한 소비자의 지각된 위험과 구매의도에 대하여 제품 유형과 메시지 프레이밍의 상호작용 효과가 나타났으며, 소비자의 지각된 위험과 구매의도의 관계는 부(-)적 상관관계가 있는 것으로 나타났다. 이와 같은 결과를 통해 제품 유형별로 소비자의 구매의도를 증가시키기 위해서는 메시지 프레이밍이 소비자의 지각된 위험을 감소시킬 수 있는 방향으로 제시되어야 한다는 점과 제품 유형별로 메시지 프레이밍의 형태를 다르게 제시함으로서 광고효과를 극대화 할 수 있다는 시사점을 얻을 수 있었다. 이상의 연구 결과가 학문적으로는 향후 제품 유형에 따른 메시지 프레이밍의 효과와 관련한 연구에 기초적인 연구 자료로 활용 될 수 있으며, 실무적으로도 보다 과학적이고 효과적인 광고물을 제작하고 운영하기 위한 기준이 될 수 있다는 점에서 그 의의가 크다고 할 수 있다. It has been investigated empirically which message framing type was more effective for reducing perceived risk level and raising buying intention by product type in this study. The results of this study are as follows: First, it has been found that the consumer`s perceived risk was relatively low in negative framing message type in case of utilitarian product type and the consumer`s perceived risk was relatively low in positive framing message type in case of hedonic product type. Second, consumer`s purchase intention has been relatively high in negative framing message type in case of utilitarian product type and consumer`s purchase intention has been relatively high in positive framing message type in case of hedonic product type. Third, interaction effects of product type and message framing type on consumer`s perceived risk and purchase intention has been significant and the negative correlation has been significant between consumer` perceived risk and purchase intention. It means that message framing type which can make consumer`s perceived risk low should be presented to increase purchase intention and message framing should be presented differently by product type. The findings of this study will be the basic data should be considered in the study on the effect of message framing by product type and will contribute practically to create more effective advertisements.

지혈제 오염이 콤포머의 전단결합강도에 미치는 영향

허정무,임미경 원광대학교 치의학연구소 2002 圓光齒醫學 Vol.11 No.2

One of the latest concepts in bonding is "total etch", in which both enamel and dentin are etched with an acid to remove the smear layers, and "wet dentin" in which the dentin is not dry but left moist before application of the bonding primer. Ideally, the application of a bonding agent to tooth structure should be insensitive to minor contamination from oral fluids. Clinically, contaminations such as saliva, gingival fluid, blood and handpiece lubricant are often encountered by dentists during cavity preparation. The aim of this study was to evaluate the effect of contamination by hemostatic agents on shear bond strength of compomer restorations. One hundred and ten extracted human maxillary and mandibular molar teeth were collected. The teeth were removed soft tissue remnant and debris and stored in physiologic solution until they were used. Small flat area on dentin of the buccal surface were wet ground serially with 400, 800 and 1200 abrasive papers on automatic polishing machine. The teeth were randomly divided into 11 groups. Each group was conditioned as follows: Group 1: Dentin surface was not etched and not contaminated by hemostatic agents. Group 2: Dentin surface was not etched but was contaminated by Astringedent^ (Ultradent product Inc., Utah, U.S.A.). Group 3: Dentin surface was not etched but was contaminated by Bosming^ (Jeil Pharm, Korea.). Group 4: Dentin surface was not etched but was contaminated by Epri-dent^ (Epr Industries, NJ, U.S.A.). Group 5: Dentin surface was etched and not contaminated by hemostatic agents. Group 6: Dentin surface was etched and contaminated by Astringedent^ . Group 7: Dentin surface was etched and contaminated by Bosming.^ Group 8: Dentin surface was etched and contaminated by Epri-dent^ . Group 9: Dentin surface was contaminated by Astringedent^ . The contaminated surface was rinsed by water and dried by compressed air. Group 10: Dentin surface was contaminated by Bosmin^ . The contaminated surface was rinsed by water and dried by compressed air. Group 11: Dentin surface was contaminated by Epri-dent^ . The contaminated surface was rinsed by water and dried by compressed air. After surface conditioning, F2000^ was applicated on the conditoned dentin surface. The teeth were thermocycled in distilled water at 5℃ and 55℃ for 1,000 cycles. The samples were placed on the binder with the bonded compomer-dentin interface parallel to the knife-edge shearing rod of the Universal Testing Machine(Zwick Z020, Zwick Co., Germany) running at a cross head speed of 1.0㎜/min. Group 2 showed significant decrease in shear bond strength compared with group 1 and group 6 showed significant decrease in shear bond strength compared with group 5. There were no significant differences in shear bond strength between group 5 and group 9, 10 and 11.

지혈제 오염이 콤포머의 전단결합강도에 미치는 영향

허정무,곽주석,이황,이수종,임미경 大韓齒科保存學會 2002 Restorative Dentistry & Endodontics Vol.27 No.2

One of this latest concepts in bonding are "total etch", in which both enamel and dentin are etched with an acid to remove the smear layers, and "wet dentin" in which the dentin is not dry but left moist before application of the bonding primer. Ideally, the application of a bonding agent to tooth structure should be insensitive to minor contamination from oral fluids. Clinically, contaminations such as saliva, gingival fluid, blood and handpiece lubricant are often encountered by dentists during cavity preparation. The aim of this study was to evaluate the effect of contamination by hemostatic agents on shear bond strength of compomer restorations. One hundred and ten extracted human maxillary and mandibular molar teeth were collected. The teeth were removed soft tissue remnant and debris and stored in physiologic solution until they were used. Small flat area on dentin of the buccal surface were wet ground serially with 400, 800 and 1200 abrasive papers on automatic polishing machine. The teeth were randomly divided into 11 groups. Each group was conditioned as follows: Group 1: Dentin surface was not etched and not contaminated by hemostatic agents. Group 2: Dentin surface was not etched but was contaminated by Astringedent® (Ultradent product Inc., Utah, U.S.A.). Group 3: Dentin surface was not etched but was contaminated by Bosmin®(Jeil Pharm, Korea).). Group 4: Dentin surface was not etched but was contaminated by Epri-dent®(Epr Industries, NJ, U.S.A.). Group 5: Dentin surface was etched and not contaminated by hemostatic agents. Group 6: Dentin surface was etched had contaminated by Astringedent®. Group 7: Dentin surface was etched and contaminated by Bosmin®. Group 8: Dentin surface was etched and contaminated by Epri-dent®. Group 9: Dentin surface was contaminated by Astringedent®. The contaminated surface was rinsed by water and dried by compressed air. Group 10: Dentin surface was contaminated by Bosmin®. The contaminated surface was rinsed by water and dried by compressed air. Group 11: Dentin surface was contaminated by Epri-dent®. The contaminated surface was rinsed by water and dried by compressed air. After surface conditioning. F2000® was applicated on the conditoned dentin surface. The teeth thermocycled in distilled water at 5℃ and 55℃ for 1,000 cycles. The samples were placed on the binder with the bonded compomer-dentin interface paralled to the knife-edge shearing rod of the Universal Testing Machine(Zwick Z020, Zwick Co., Germany) running at a cross head speed of 1.0mm/min. Group 2 showed significant decrease in shear bond strength compared with group 1 and group 6 showed significant decrease in shear bond strength compared with group 5. There were no significant differences in shear bond strength between group 5 and group 9, 10 and 11.