데포르마시옹 기법을 활용한 광고가 수용자 반응에 미치는 영향

신정아,이창근 한국기초조형학회 2017 기초조형학연구 Vol.18 No.6

Advertisement has been developed as a tool to connect between the differentiated production and consumption as a catalyst in modern industrial society. Among them, advertising using Deformation technique is expressed as a unique image, satisfying various desires of the audience, and the use of Deformation technique is also increasing. Therefore, this study aims to analyze the effects of deformation techniques (exaggerated advertising, simplified advertising, distorted advertising, virtual advertising) on cognitive responses(Advertising awareness, Advertising attention), emotional responses(Advertising affinity, Advertising attitude, product attitude, brand attitude), and behavioral responses(purchase intention) of consumers. For the purpose of the experiment, a sampling survey was conducted among A total of 157 specimens were collected from adult men and women in their 20s and 30s. Based on them, Frequency analysis, ANOVA, and reliability analysis were performed using SPSS 20.0 statistical package program. The results of the analysis showed that there was a statistically significant difference between ad awareness and ad attention in cognitive responses. Second, it was found that there was a statistically significant difference in ad familiarity, ad attitude, product attitude, and brand attitude in emotional response. Third, there was a statistically significant difference in intention to purchase in behavioral response. Therefore, the deformation technique has a significant influence on the audience by being expressed by various advertisement images through the expression features of deformation and distortion. Also, the deformation technique effectively transfer the information necessary for promoting the sales of products or improving the image of the company It is considered to be suitable as a differentiated advertising means. The results of this study are meaningful in that they provide a theoretical framework for deformation techniques and provide useful basic data for producing ads using deformation techniques. 광고는 현대 산업사회의 분화된 생산과 소비 사이를 연결시켜주기 위한 촉매로서 발전해왔다. 이러한 가운데 데포르마시옹 기법을 활용한 광고는 독특한 이미지로 표현되어 광고 수용자의 다양한 욕구를 충족시키고 있으며, 데포르마시옹 기법의 활용 또한 증가하고 있는 추세이다. 따라서 본 연구에서는 데포르마시옹 기법을 활용한 광고(과장 광고, 단순화 광고, 왜곡 광고, 가상성 광고)가 수용자의 인지반응(광고 인지도, 광고 주목도), 감정반응(광고 친숙도, 광고태도, 제품태도, 상표태도), 행동반응(구매의도)에 미치는 영향에 대하여 분석하고자 한다. 실험을 위하여 20대에서 30대 일반인 성인 남녀를 대상으로 표집조사를 실시하였으며, 총 157부의 표본이 수집되었다. 이를 SPSS 20.0 통계패키지 프로그램을 사용하여 빈도분석, 분산분석, 신뢰도 분석을 시행하였다. 분석 결과 첫째, 인지반응에서 광고 인지도, 광고 주목도는 모두 통계적으로 유의미한 차이가 있는 것을 알 수 있었다. 둘째, 감정반응에서 광고 친숙도, 광고태도, 제품태도, 상표태도는 모두 통계적으로 유의미한 차이가 있는 것을 알 수 있었다. 셋째, 행동반응에서 구매의도는 통계적으로 유의미한 차이가 있는 것을 알 수 있었다. 따라서 데포르마시옹 기법은 변형과 왜곡이라는 표현 특징을 통하여 다채로운 광고 이미지로 표현되어 수용자에게 유의미한 영향을 미치고 있음을 알 수 있었다. 또한 데포르마시옹 기법은 광고 수용자를 대상으로 상품의 판매촉진 또는 기업의 이미지 증진 등에 필요한 정보를 효과적으로 전달할 수 있는 차별화된 광고 수단으로써 적합하다 사료된다. 이러한 연구 결과는 데포르마시옹 기법에 관한 이론적 틀을 제공하고 데포르마시옹 기법을 활용한 광고를 제작함에 있어 유용한 기초적 자료를 제시하였다는 점에서 그 의의를 가진다.

예술기법을 순간 노출시키는 혼합형 TV광고표현에 관한 연구 -일러스트레이션기법과 애니메이션기법 중심으로-

이용우 한국일러스아트학회 2010 조형미디어학 Vol.13 No.3

The advertisements, taking the form of subconscious advertisements showing the illustration technique or animation technique which is halted between TV advertising stories for the live action technique, show similar expressing techniques regardless of brand categories. Especially this study found the intention of visual perceptive expression around the TV advertisements using the mixed live action that shows the illustration technique or animation technique which is halted between the TV advertisements whose live action is taken instantly based on 3 theoretical grounds, and predicted the mixed representation techniques of advertisements that will be adopted in the future. Given the research result, we could know that the TV advertisements, using mixed live action that exposes art techniques instantly, use the visual perceptive stimulating expression techniques for advertisements which are intended by creators. Such advertisements take the advertising form that uses subconscious, crossing between unconscious and conscious, featuring the contrast and separation of the differentiated stimulating elements of advertisements as well as the selection and subjectivity of perception. Finally it can be said that unique advertising expression techniques are used for the selective attraction through differentiated visual perception. It is expected that such mixed and complex expression techniques for advertisements will be changed and developed into various visual perceptive expression techniques. 실사(實寫)로 촬영된 라이브 액션(Live-Action)의 동영상광고 사이에 일러스트레이션기법이나 애니메이션기법을 순간적으로 노출시켜 보여주는, 마치 잠재의식광고의 형태를 띠고 있는 광고들이 브랜드 카테고리(Brand Category)에 상관없이 유사한 표현기법의 형태들로 나타나고 있다. 따라서 본 연구에서는 많은 혼합형 TV광고표현 중에서도 특히 실사로 촬영된 동영상광고 사이에 일러스트레이션기법이나 애니메이션기법과 같은 예술기법을 순간적으로 노출시키는 혼합형 TV광고를 중심으로 어떠한 시지각적 표현의도를 가지고 있는지 3가지 이론적 근거를 통해 분석, 연구하였다. 또한 이러한 표현기법의 광고들은 앞으로 어떠한 혼합형의 광고표현기법들로 발전될 수 있을지를 예측해보았다. 연구결과 일러스트레이션기법이나 애니메이션기법을 순간 노출시킨 혼합형 TV광고들은 크리에이터의 의도된 시지각적인 광고자극 표현기법으로서, 차별화된 광고자극요소의 대조성과 분리성, 그리고 지각의 선별성과 주관성의 특징으로, 무의식과 의식의 경계선을 넘나드는 잠재의식광고의 형태를 띠며, 시지각적 차별화를 통한 선택적 주의를 끌게 하는 독특한 광고표현기법이라고 할 수 있었다. 앞으로도 이러한 혼합화, 복합화된 광고표현기법들은 다양한 시지각적 낯선 광고표현기법들로 더욱 변형되어 발전될 것으로 예측된다.

국내 공공기관 영상광고의 크리에이티브 표현분석 연구 -소구형식과 기법을 중심으로-

이용우 한국일러스아트학회 2020 조형미디어학 Vol.23 No.2

This study is a creative expression analysis of video advertisements by domestic public institutions aired on TV in the last two years. Research was conducted by classifying public institutions in 2020 into six categories based on the advertisement type categorization system proposed by Korea Press Foundation as public enterprises (market type, semi-market type), semi-governmental organizations(fund management type, consignment execution type), and others and studied, focused on the appeal forms and expression techniques. We find that video advertisements by public institutions mostly show rational appeal. However, in the cases of market type public corporations like general corporations with large profits or semi-market type public corporations, such as Korea Broadcast Advertising Corporation (KOBACO), the advertisements were diversely expressed in emotional or rational appeal, or appeal forms mixed with emotional appeal. Additionally, many creative expression techniques of rhetorical approach, such as metaphor and exaggeration, appeared. Since the advertisements of semi-government organizations contain the contents on fund management and consignment execution, these were presented with various expression techniques including the Presentation technique, in which celebrity or the general public models explain the contents in detail, the Dramatize technique by directing a designed circumstance, the Testimonial technique, the Infographic technique, the Motion Graphic technique, and the Character Animation technique. Other public institutions show similar appeal forms and expression techniques. In general, the video advertisements from public institutions excepting market-type public enterprises and some semi-market-type enterprises were presented with advertisement creative expression techniques that are limited in appeal form or expression techniques due to their focus in delivering messages on benefits to the public and specifics of policies. 본 연구는 최근 2년간 TV미디어에 노출된 국내 공공기관 영상광고들의 크리에이티브 표현분석이다. 연구방법은 한국언론진흥재단(KOREA PRESS FOUNDATION)에서 제시하는 6개의 광고유형 분류체계를 기초로 2020년도의 공공기관(Public Institution)을 공기업(시장형, 준시장형), 준정부기관(기금관리형, 위탁집행형), 기타 공공기관으로 나누어 각 공공기관들의 영상광고들을 소구형식과 표현기법을 중심으로 분석, 연구하였다. 연구결과 공공기관 영상광고들은 소구형식에 있어서 대부분 이성소구형식으로 나타나고 있었다. 그러나 일반기업과 같은 이익규모가 큰 시장형 공기업의 영상광고나, 준시장형 공기업 중에서 한국방송광고진흥공사(KOBACO)의 공익영상광고들의 경우에는 감성소구나 이성소구, 또는 감성소구가 혼합된 소구형식의 영상광고들로 다양하게 표현되고 있었다. 또한 은유와 과장이라는 수사학적 접근의 독특한 크리에이티브의 표현기법들도 많이 나타나고 있었다. 준정부기관의 영상광고들은 기금을 관리하고, 위탁 집행하는 사업내용을 담고 있고 때문에 이성소구형식의 기초 위에 유명모델이나 일반모델을 증장시켜 사업내용을 상세하게 설명하는 설명형(Presentation)기법이나, 의도된 상황연출의 드라마타이즈(Dramatize)기법, 증언식(Testimonial)기법, 인포그래픽(Infographic)기법, 모션그래픽(Motion Graphic)기법, 캐릭터 애니메이션(Character Animation)기법 등의 다양한 표현기법들로 나타나고 있었다. 기타 공공기관의 영상광고들도 이와 비슷한 소구형식과 표현기법들로 나타나고 있었다. 전체적으로 볼 때 시장형 공기업과 일부 준시장형 공기업을 제외하곤 다른 공공기관들의 영상광고들은 공공의 이익과 이해를 알리는 정책이나 메시지에 중점을 두고 있기 때문에 소구형식이나 표현기법에서 한계가 있는 광고 크리에이티브 표현들로 나타나고 있었다.

A CONTENT ANALYSIS OF USA FOOD AND BEVERAGE ADVERTISEMENTS ON CHILDREN’S TELEVISION: FOCUS ON HEALTH PROMOTION AND OTHER PERSUATION TECHNIQUES

Kanae Suzuki,Michelle R. Nelson 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Despite the rise of digital media, TV remains the number one place children spend their media time (Moses, 2014). Past research has shown that less healthy food and beverages such as those containing high fat, sugar, and salt (HFSS) are prominent in TV commercials (e.g., Carter, Patterson, Donovan, Ewing, & Roberts, 2011). In these commercials, various persuasive techniques (e.g., taste/smell, convenience), which promote the purchase of the products, have been used (Hebden, King, & Kelly, 2011). Extensive studies have found that exposure to advertising for HFSS products, including confectionery, soft drinks, crisps or savory snacks, fast food, pre-sugared breakfast cereals, is associated with children‟s cognition, food consumption, and obesity (e.g., Harris, Bargh, & Brownell, 2009; Macklin, 1994; see also Moore, Wilkie, & Desrochers, 2017). Since younger children, especially those in the “perceptual stage” of development, may not understand the persuasive or selling intent of commercials (e.g., John, 1999), they may be vulnerable to this advertising. As a result, several countries such as UK and Ireland (Hawkes, Lobstein, & For the Polmark Consortium, 2011) have introduced restrictions or regulations for broadcasting food and beverage commercials for children. The commercials of HFSS food and beverage have sometimes introduced these products with healthier images and words / phrases like health and nutrition claims. Health claims refer to any representation that states, suggests, or implies that a relationship exists between a food (/beverage) or a constituent of that food (/beverage) and health. Nutrition claims mean any representation which states, suggests or implies that a food (/beverage) has particular nutritional properties including but not limited to the energy value and to the content of protein, fat and carbohydrates, as well as the content of vitamins and minerals (Food and Agriculture Organization of the United States & World Health Organization, 2013). Using health messages for HFSS food presents the risk of a biased image of the products (i.e., they are „healthy‟), which may result in unhealthy life styles and conditions. In recent years, there has been regulatory pressure on food advertisers to market their products responsibly (e.g., WHO regulations; Kraak et al., 2016). At the same time, the Children‟s Food and Beverage Advertising Initiative (CFBAI) emerged, in which several leading companies pledged to market their products to children responsibly (see editorial by Boyland & Harris, 2017). Therefore, we were interested in seeing if food and beverage advertising had changed in 2017. Specifically, the purpose of this study was to examine the relative frequency of food and beverage commercials targeting children with a focus on healthy aspects of the products, their health and nutrition claims, as well as other persuasive techniques. Method A total of twenty hours of programming targeting children was recorded on Nickelodeon and Cartoon Networks in the United States during the hours of 5 p.m. to 10 p.m. on two weekdays in September 2017. The advertisements were coded for product type (“food”, “beverage”, fast-food restaurant (“Restaurant: Quick-service/fast food restaurant”), and sit-down restaurant (“Restaurant: Sit-down restaurant”), food type (e.g., “confectionary”, “savory snacks”, “pre-prepared convenience foods”, “bread”, “fruits”, and “vegetables”) (Food and Agriculture Organization of the United Nations & World Health Organization, 2016; Suzuki, 2018), and persuasive techniques (e.g., “health claims”, “nutrition claims”, “taste/smell/flavor”, “convenience”, “scientific information”, “celebrities/a well-known person”, and “eating /drinking behavior”) (e.g., Hebden et. al., 2011; Jenkin, Madhvani, Signal & Bowers, 2014; Kraak & Story, 2015; Warren, Wicks, Wicks, Fosu, & Chung, 2008). Food type can be classified into two categories; Less healthy (“confectionary”, “savory snacks”, “sweet bakery wares”, “other sweets/desserts”, “Sugared breakfast cereals”, “pre-prepared convenience foods”) or healthier categories related to other food categories (Ofcom, 2004; Nutrition Australia, 2013; Suzuki, 2018). Seven coders independently evaluated the advertisements, with two coders assigned to every programming block. They were trained for about three weeks to read the coding manual, practice coding and discuss the coding scheme, and revise their coding after receiving feedback of the trial coding. To check coding reliability, two independent coders evaluated the same programs. 94.3% agreement was achieved for product type. Results and discussion A total of 856 commercials appeared. Food and beverage advertisements represented 29.0% (N=248). On average, children were exposed to 12.4 food and beverage advertisements per hour. Of all the food, beverage and restaurant advertisements, “food” and fast-food commercials were frequently broadcasted; 40.7% (N=101) were for “food” commercials, and fast-food restaurant commercials accounted for 43.5% (N=108). 12.1% (N=30) “beverage” commercials and 3.6% (N=9) sit-down restaurant commercials were included. Food, beverage and restaurant commercials were more likely to appear on Nickelodeon (36.2%, N=129) than on the Cartoon network (28.4%, N=419) (χ2=5.43, df=1, p<.05). As for the appearances of product type, “food” advertisements frequently appeared on Nickelodeon (54.6%, N=65), whereas the programs of Cartoon network included a lot of fast food commercials (61.2%, N=79). In examining the appearances of “beverage”, “food”, “fast food”, and “others (except food, beverage, and restaurant)” between the channels, the results showed that the programs of Cartoon network were more likely to broadcast “fast food” commercials than those of Nickelodeon, whereas the programs of Nickelodeon were more likely to broadcast “food” commercials (χ2=38.23, df=3, p<.01)1. The majority of food types were “confectionary” (25.7%, N=26), “savory snacks” (16.8%, N=17), “breakfast cereals” (14.9%, N=15), and “pre-prepared convenience foods” (13.9%, N=14). In classifying various kinds of foods into two big categories related to health (healthier or less healthy) as above-mentioned, less healthy food accounted for 88.1% (N=89). No commercials were categorized into three of the healthier categories (bread, fruits, and vegetables). As persuasive techniques for consumers, “health claims”, and “nutrition claims” were low (8.9%). For example, grape juice produced by Welch‟s used the appeal “sugar free”. In the commercials with nutrition claims, there was no significant difference in the appearance between the “beverage” and “food” commercials (χ2=1.70, df=1, n.s.). The other persuasive techniques like “convenience” (75.8%, N=188), “taste/smell/flavor” (51.2%, N=127), and “eating/drinking behavior” (49.2%, N=122) were frequently used. In contrast, the rates of some techniques (e.g., “celebrities/a well-known person”, “scientific information”) were very low. As for the persuasive technique of “celebrities/a well-known person”, the category of product type was classified in only the “beverage” category. Thus, this study indicated that there were not many less-healthy food commercials that appealed to health and nutrition aspects of the products by using health and nutrition claims, or scientific information. In previous studies, the rate of health and nutrition claims varied between less than 10% to more than 30% (Jenkin et al., 2014). This may be due to the differences in the definitions of health and nutrition claims. Our study referred to the international standard definitions. Therefore, the findings regarding the rate of health and nutrition claims in this study can contribute to overall knowledge about the current spread of health and nutrition claims in “less healthy” food commercials of children‟s television programs. It may also be the case that food companies are acting more responsibly by limiting their persuasion techniques to those that relate to taste or convenience and not by misrepresenting the products as healthy. However, overall, the proportion of less healthy food commercials was high, and various persuasive techniques were used. At the same time, there were no commercials for fruits or vegetables presented during this time frame despite governmental regulations for eating these healthier foods. These findings suggest that more attention should be paid to the ways that certain foods are promoted (or are not promoted) among parents and policy-makers. As the sample used in this study was recorded only on weekdays and through the two kids' channels. It would be expected that the future study develop the analysis for the recorded commercials on weekends and on the other local channels. The sample used in this study was analyzed only on weekdays and through two children‟s channels. Future research might examine food and beverage advertising across different time frames and channels.

어린이 광고의 설득전략에 대한 기호학적 해독 연구

이두원 ( Du Won Lee ) 한국커뮤니케이션학회 2010 커뮤니케이션학연구 Vol.18 No.4

이 연구는 어린이 광고에 내재된 설득전략을 기호학적 시각에서 해독(decoding)해보고자 하는 시도이다. 현대사회에서 광고가 소비생활에 미치는 막대한 영향력을 고려할 때, 국내에서 어린이 광고에 대한 ``비판적 연구(critical studies)``는 매우 부족한 것이 현실이다. 이는 많은 선진국들이 ``어린이 광고``가 어린이 소비가치관 및 소비생활에 미치는 유해성이나 부정적 영향에 대하여 장기간 연구하고, 그 결과를 어린이 광고 정책과 비평의 틀로 활용하는 것과 매우 대조적인 현실이다. 이 연구는 사회적 ``의사소통 도구``로서 그리고 미디어 산업의 생태학적 부분으로서 ``어린이 광고``의 중요성을 인식하고, 어린이를 광고의 ``수동적 수용자``로 단정하지 않고, ``능동적·비판적 수용자``로서 능력을 배양하기 위한 기초자료와 비판적 담론을 구축해보는데 그 목적이 있다. 이 연구에서는 이러한 목적을 달성하기 위하여 어린이 광고를 수집하여 ``표현기법(화용적 양태)``과 광고에 내재된 설득 ``소구점(appeals)``과 ``전제(premises),`` 소비문화적 ``이데올로기(ideology)``를 분석함으로써 궁극적으로 광고주의 의도된 정교한 설득전략을 해독해보고자 하였다. 특히 기호학적 접근을 통하여, 어린이 광고에서 소비 기호들의 화용적 체계와 의미전달 체계 그리고 그 이데올로기가 ``어떻게`` 생성, 유지, 강화되며, 어린이를 향한 ``전략적인`` 구매 설득 수단으로 이용되는가를 살펴보는데 연구의 주안점을 두었다. This study is designed to decode the persuasion strategies in the advertising targeted for children from a semiotic perspective. Semiotic approach to "decoding advertising text" allows us to classify advertising signs and sign systems in relation to the way they are transmitted and communicated. In this strategic process of advertising production, the producers use various "expressive techniques" and "persuasive appeals, premises, and ideology" s hared by t he members of the society. This study investigates Korean print media advertising for children with the following research questions: ① What types of expression techniques are employed in the print media advertising for children? ② W hat types of persuasive appeals(consumption values) are used in the print media advertising for children? ③ What are the persuasive premises(cultural premises) underlying those persuasive appeals? ④ What is the structure of ideology that governs those persuasive appeals and premises in the advertising for children? The study result reveals seven most frequently employed expressive techniques, ten major types of persuasive appeals and premises, and the structure of ideology governing the signs and signification systems in the advertising targeted for children.

애니메이션 기법과 스토리텔링이 광고태도에 미치는 영향

김안주,서구원 한국브랜드디자인학회 2016 브랜드디자인학연구 Vol.14 No.4

애니메이션은 우리나라 최초의 광고 기법으로 도입된 이후 현재까지도 중요한 광고 기법으로서 활용되어 오고 있다. 한편 광고 메시지 전략은 제품 기능 소구에서 재미있는 이야기를 통해 감성에 소구하는 스토리텔링 전략으로 변화하고 있다. 따라서 본 연구는 애니메이션 제작 기법과 스토리텔링이 광고태도에 미치는 영향 요인을 분석하는 것이 목적이다. 본 연구는 애니메이션 제작 기법(2D vs. 3D 컴퓨터 애니메이션)과 스토리텔링(유 vs. 무)에 따른 4개 형태의 광고를 제작하여 응답자들의 반응을 분석하였다. 서울에 거주하는 160명의 고등학교 학생들이 조사대상자들로 활용되었다. 연구 결과, 2개 형태의 애니메이션 제작 기법에 대해서 플로우, 즐거움, 신뢰도 모두 통계적으로 유의한 차이가 나타나지 않았다. 그러나 스토리텔링 활용 유무에 따라서는 스토리텔링을 활용하는 것이 활용하지 않는 것보다 플로우, 즐거움, 및 신뢰도가 높게 나타났다. 광고태도에 대한 영향력의 차이에서는 즐거움, 신뢰도, 플로우 순으로 나타났다. 본 연구의 결과는 애니메이션 광고에 있어서 제작 기법보다 스토리텔링이 중요하다는 것을 시사해 준다. 따라서 애니메이션 광고는 소비자를 감성적으로 설득시킬 수 있는 스토리를 담아내야 한다. 이를 위해서는 소비자를 몰입하게 하고, 흥미를 유발시켜 줄 수 있는 캐릭터의 개발이 선행되어야 할 것이다. After animation has been introduced as the first advertising technique, it is still actively utilized as an effective advertising technique. Meanwhile, advertising message strategies are changing from a product attribute appeal to a storytelling strategy which appeals to consumer‘s emotions through interesting stories. The study aims to analyze the influential factors of animation techniques and storytelling on advertising attitude. The study prepared four types of advertising based on animation techniques(2D vs. 3D) and storytelling(presence vs. absence), and analyzed respondents' response. Participants were 160 highschool students living in the Seoul metropolitan area. The result showed that there was no statistically significant difference between two animation techniques in flow, enjoyment, and reliability. However, in terms of storytelling, there were statistically significant differences in flow, enjoyment, and reliability. When storytelling was used, flow, enjoyment, and reliability were higher than when storytelling was not used. In addition, flow, reliability, and social presence had effects on advertising attitude. The result of the research implies that storytelling is more important than animation techniques in advertising. Accordingly, animation advertising should include the story which appeals to consumer‘s emotions. To do this, the development of characters, which induce consumers to involve and lead to enjoy, seems to be preceded.

Манипулятивные приемы в российской телевизионной и интернет-рекламе глазами иностранца

박성구 한국슬라브어학회 2014 슬라브어연구 Vol.19 No.2

The paper is devoted to psychological manipulative techniques in the Russian television and Internet advertising. In my paper I have proposed a classification of the basic psychological manipulative techniques that are marked in the Russian television and Internet advertising. Methods of advertising include the following psychological techniques: techniques that use direct falsification and subconscious suggestion ("False causality: product → happiness, luck, joy", "Position of the "advanced", "cool" owner of the goods", "Act like everyone else", "Others’ items are bad, our products are good", "Intimidation", "Exploitation of family values"); techniques aimed at reducing the severity of perception ("Argument to the purse," "the Principle of scarcity", "Promotions and sweepstakes", "Argument to the brand", "Outrageous promises", "the Use of human sexual instincts"); the techniques of manipulating public consciousness ("Implanted assessment", "Authoritative opinion", "Authority of science", "the Mention of major events", "Masks", "Appeal to technical progress", "Question-answer/Rhetorical question, "Affirmative statement") and the use of a positive value images, concepts, words ("the Appeal to precedent phenomena", "Humor", "Rhyme"). In this work I also investigate lexical part of television advertisements (for example, the so-called vocabulary of "happiness", family vocabulary, vocabulary of intimidation, vocabulary of advanced Internet users, and others), as well as various stylistic techniques used by advertisers to as speech influence in this advertisement.

TV 공익광고에 나타난 스토리텔링 기법의 탐색 -2003∼2013년의 공공캠페인을 중심으로-

성민재 ( Min Jae Sung ),한미정 ( Mie Jeong Han ) 한국PR학회 2015 PR연구 Vol.19 No.2

The current study content analyzed 489 public advertisements that employed storytelling technique during the period of 2003-2013. Based on the type of advertising, 178 ads were categorized as ads with storytelling technique. The current study examined components of storytelling technique in public advertisements from 2003 to 2013, vignette advertisement was more frequently used than drama. Creative storytelling was the most used as a content type. Indirect narrator was the most frequent used to present the public issue in question. Positively framed ads were more than negatively framed ones. In positively framed ads, benefactors, solvers of problems were frequent actors while in negatively framed ads, actors who interfere with desirable behaviors, problem solvers were more frequent. Regardless of the direction of frames, repetition of problematic situations was the most frequently shown in proceeding a plot.

타이포그래피를 중심으로 한 신문광고 표현기법에 관한 연구

정가영 ( Ka Young Jeong ) 한국상품문화디자인학회 2013 상품문화디자인학연구 Vol.33 No.-

광고에서 표현기법은 신중하게 선택해야 한다. 왜냐하면 표현기법에 따라 전달하고자 하는 정보의 이미지가 달라지기 때문이다. 최근 정보 전달 효과를 극대화시키기 위한 기법으로 타이포그래피가 여러 매체광고에서 다양한 형태로 활용되어 지고 있다. 특히 인쇄매체 중 신문광고에서 나타나고 있는 타이포그래피 광고는 자세한 설명이 가능하다는 점과 계획적인 광고 집행, 지면의 다양한 활용 등의 장점과 더해져 기발하고 다양한 광고들이 쏟아져 나오고 있다. 이러한 타이포그래피 광고들은 직접적으로 전달하고자 하는 메시지를 미적인 기법으로 표현함으로써 메시지 그 자체가 글자 이상의 의미를 지닌 하나의 상징물이 되는 효과를 가져 오기도 하고, 때론 이미지와 적절하게 표현됨으로써 쉽고 정확한 정보 전달로 소비자들의 기억에 각인되고 있다. 본 연구는 신문광고의 효과를 더욱 높이기 위하여 신선하고 번뜩이는 아이디어를 활용한 타이포그래피 광고사례를 통해 창조적 타이포그래피 표현기법의 중요성을 인지하고, 타이포그래피 신문광고의 헤드라인, 바디카피, 비주얼 표현기법과 기능의 분석을 통해 새로운 표현기법을 구사함으로써 효과적인 메시지 전달 기능을 극대화 시킬 수 있도록 하는 것에 있다. 본 연구로 인하여 광고주와 소비자가 모두 공감할 수 있는 타이포그래피의 흥미로운 접근법으로 보다 새로운 변화가 이루어지길 기대한다. You should carefully choose expression techniques in advertising. Because the image of information varies with expression techniques. Recently, typography is used in media advertising, in various forms, to maximize the effect of information transfer. Especially, ingenious and diverse typography advertisements on the newspaper of print media are pouring out by reason of many advantages -a detailed explanation, and planned execution of advertisements and various application of place etc. These bring an symbolic effect over the literal meaning by expressing message to transfer directly using aesthetic technique and are being imprinted in the memory of customers in company with an easy and right information transfer by sometimes harmonizing with images. The purpose of the research is to recognize the importance of expression techniques of a creative typography through its advertisement examples using fresh and sparkling idea to heighten an effect of the newspaper advertisements and to maximize the function of effective message transfer by making use of new expression techniques through analysis of headline, bodycopy, visual expression techniques and fuctions in the typography newspaper advertisements. Owing to the research, new changes are expected to occur by an interesting approach of typography that has sympathy with advertisers and consumers together.

텔레비전광고에 대한 소비자 인식구조 탐색

소현진(Hyeon Jin Soh),박범순(Pum Soon Park) 한국광고홍보학회 2011 광고연구 Vol.0 No.88

본 연구는 텔레비전광고에 대한 20대 소비자의 인식구조를 탐색하여 광고인식에 대한 보다 심도 있는 이해를 얻고자 하였다. 이를 위하여 20대 남녀 소비자 40명을 심층 인터뷰하고 질적 연구방법인 래더링 기법을 이용하여, 소비자들이 텔레비전광고에서 중요하게 고려하는 속성들을 밝히고 이러한 속성들이 소비자에게 제공하는 결과는 무엇인지, 그리고 해당 결과가 소비자의 가치와 연결되는 관계를 분석하였다. 속성-결과-가치의 사다리에서 나타난 주요 연결을 살펴보면 다음과 같다. 첫째, 20대 소비자의 텔레비전광고 인식을 형성하는 데 기여하는 주요 속성은 독창적 표현, 연예인 광고모델, 시청각표현, 공감 등 광고표현과 관련된 속성이었다. 이들 속성 이외에 반복, 빠른 전환 등의 텔레비전광고의 매체적 특성에 관련된 속성들도 빈번히 언급되었다. 둘째 ``독창성``과 ``시청각표현`` 속성이 ``재미`` 결과로 이어져 ``쾌락`` 가치로 이어지는 사슬이 가장 강하게 나타났다. 재미는 텔레비전광고가 제공하는 가장 핵심적인 혜택으로 인식되고 있으며, 재미있는 광고는 대화소재로 사용됨으로써 소비자가 추구하는 동시대성과 소속감 가치를 실현하는 데에도 공헌하고 있다. 셋째, 광고의 반복, 중요성 낮음, 불필요한 정보제공 등이 광고회피를 초래하는 것으로 나타났다. 마지막으로 위 연구결과에 근거한 이론적 논의와 실무적 함의가 제시되었다. This study is designed to explore consumer`s cognitive structure of television advertising. Using laddering technique, researchers interviewed 40 young consumers and examined their attribute-consequence-value ladder of television advertising. The main results are following. First, the significant attributes forming consumer perception on TV advertising are novelty, celebrity endorser, audio/visual expression and sympathy. Those attributes are relevant to advertising creativity. Second, the ladder of novelty or audio/visual expression-interest-pleasure was the strongest one. Young consumers perceive ``interest`` as the best benefit from TV advertising they can get, then fun advertising stimulates chat with friends. Theoretical contributions and practical implications were discussed.