A Study on the Causes and Consequences of the Third-Person Effect in Alcohol Product Placements in Movies = 영화 속 간접 술 광고의 제3자 효과 원인과 결과에 관한 연구

국문 초록 (Abstract)

본 연구는 논란이 되는 영화 속 술 음료 간접광고를 다루면서 매스미디어의 제3자 효과이론을 확장한다. 술 광고가 청소년에게 미치는 영향과 영화 속 간접광고의 윤리적, 심리학적 문제에 대한 사회적 염려를 고려하면서, 본 연구는 제3자 효과를 이론적 배경으로 청소년 영화 속 술 브랜드 간접광고를 살펴보았다. 제3자 효과이론은 매스미디어의 영향이 자기 자신보다 제3자인 남들에게 더 클 것이라고 가정한다. 또한 부정적인 결과를 야기하는 메시지가 자기 자신보다 남들에게 더 크게 영향을 미친다고 가정한다. 사회적 부작용을 초래하는 제품들의 광고를 금지하는 것은 청소년과 어린이 같은 광고에 취약한 수용자 집단을 보호해 줄 수 있다는 믿음에서 기인한다. 본 연구는 제3자 효과 연구의 틀을 적용해서 미국 대학생들을 대상으로 청소년 영화 속 술 브랜드 간접광고에 대한 인지적 차원의 효과를 살펴보고, 광고규제에 대한 지지도를 측정하여 행위적 차원의 효과를 아울러 알아보고자 했다. 이를 위해 비확률 표집으로 선택된 미국 대학생 280명을 대상으로 서베이 조사를 실시했다. 분석 과정에서는 지각된 메시지의 바람직성, 이슈 관여도, 자존심, 그리고 사회적 거리와 같은 상황적 변인들을 제3자 효과의 방향과 크기 등과 연관해서 검토했다. 구체적으로, 본 연구는 다음의 세가지 중요이슈를 다루었다: (1) 청소년 영화 속 간접 술 광고의 지각된 제3자 효과, (2) 청소년 영화 속 간접 술 광고의 제3자 효과 예측 변인, 그리고 (3) 지각된 제3자 효과와 청소년 영화 속 간접 술 광고에 대한 규제 지지의 관계. 분석결과, 청소년 영화 속 술 브랜드 간접광고에 대해 자기 자신보다 타인들이 더 큰 영향을 받을 것이라는 제3자 효과가 밝혀졌다. 또한, 타인에게 미치는 영향에 대한 우려가 클수록 청소년 영화 속 술 브랜드 간접광고의 규제를 지지할 것이라는 행위적 측면의 효과도 입증되었다.

다국어 초록 (Multilingual Abstract)

The third-person effect framework assumes that people attribute different effects of mediated messages on themselves vs others, and that they perceive persuasive media messages to have greater effects on other than on themselves. This study investigated perceptions of possible effects of alcohol product placement in youth films on different target groups, thereby extending current third-person effects research to a medium other than the traditional forms of advertising. Specifically, this study examined. (1) whether and to what degree the third-person effect functions in the special case of alcohol product placement in youth movies; (2) the influence of selected demographic, perceptual, and attitudinal variables on consumer perceptions of third person alcohol product placement effects, and (3) the relationship between perceived third-person effects and support for alcohol product placement regulation in youth movies. We found a significant disparity between the perceived effect of alcohol product placement in youth movies. We found a significant disparity between the perceived effect of alcohol product placement in youth movies on self and others, and further provided empirical support for the theoretical link between third-person perception and pro-censorship attitude.

참고문헌 (Reference)

1 Gunther, A. C., "What we think others think: Cause and consequence in the third-person effect" 18 : 355-372, 1991

2 Jensen, J. D., "Third-person effects and the environment: social distance, social desirability, and presumed behavior" 55 : 242-256, 2005

3 Neuwirth, K., "Third, first, and second-person effects: A selective review and data" 1999

4 Perloff, R. M., "The third-person effect: A critical review and synthesis" 1 : 353-378, 1999

5 Hoffner, C., "The third-person effect in perceptions of the influence of television violence" 51 : 283-299, 2001

6 Davison, W. P., "The third-person effect in communication" 47 : 1-15, 1983

7 Salwen, M. B., "The third-person effect" 26 : 523-549, 1999

8 Darley, W. K., "The relationship of antecedents of search and self-esteem to adolescent search effort and perceived product knowledge" 16 : 409-427, 1999

9 Duck, J. M., "The perceived influence of AIDS advertising: The third-person effect in the context of positive media content" 17 : 117-140, 1995

10 Duck, J. M., "The perceived impact of the mass media: Reconsidering the third person effect" 25 : 77-93, 1995

11 Rucinski, D., "The other as the vulnerable voter: A study of the third person effect in the 1988 U.S. President campaign" 2 : 345-368, 1990

12 Gunther, A. C., "The influence of presumed influence" 53 : 199-215, 2003

13 Eveland, W. P., "The effects of social desirability on perceived media impact: Implications of third-person perceptions" 11 : 315-333, 1999

14 Keller, K. L., "The effects of sequential introduction of brand extensions" 29 : 35-50, 1992

15 Gorn, G. J., "The effect of music in advertising on choice behavior: A classical conditioning approach" 46 : 84-101, 1982

16 Brosius, H. B., "The causes of third-person effects: Unrealistic optimism, impersonal impact, or generalized negative attitudes towards media influence?" 8 : 142-162, 1996

17 Calfee, J. E., "The 70% Majority: Enduring consumer beliefs about advertising" 13 : 228-239, 1994

18 Aitken, P. P., "Ten- to sixteen-year-olds perceptions of advertisements for alcoholic drinks" 23 : 491-500, 1988

19 Grube, J. W., "Television beer advertising and drinking knowledge, beliefs, and intentions among schoolchildren" 94 : 254-259, 1994

20 Aitken, P. P., "Television advertisements for alcoholic drinks do reinforce underage drinking" 83 : 1399-1419, 1988

21 Shah, D. V., "Susceptibility and severity: Perceptual dimension underlying the third-person effect" 26 : 240-267, 1999

22 McLeod, D. M., "Support for censorship of violent and misogynic rap lyrics: An analysis of the third-person effect" 24 : 153-174, 1997

23 Hoffner, C., "Support for censorship of television violence" 26 : 726-742, 1999

24 Ong, B. S., "Should product placement in movies be banned?" 2 : 159-175, 1994

25 Wakefield, M., "Role of Media in influencing trajectories of youth smoking" 98 : 79-103, 2003

26 Eveland, W. P., "Rethinking the social distance corollary: Perceived likelihood of exposure and the third-person perception" 26 : 275-302, 1999

27 Youn, S., "Restricting gambling advertising and the third-person effect" 17 : 633-649, 2000

28 Shavitt, S., "Public attitudes toward advertising: More favorable than you might think" 38 : 7-22, 1998

29 Gupta, P. B., "Product placement in movies: The effect of prominence and mode on audience recall" 20 : 47-59, 1998

30 Sullivan, J. L., "Political Tolerance and American Democracy" University of Chicago Press 1982

31 Gunther, A. C., "Perceived persuasive effects of product commercial and public service announcements: Third-person effects in new domains" 19 : 574-596, 1992

32 Cohen, J., "Perceived impact of defamation: An experiment of third-person effects" 52 : 161-173, 1988

33 Cho, H., "Perceived effect of the mass media on self vs. other: A cross-cultural investigation of the third person effect hypothesis" 14 : 299-318, 2004

34 Gunther, A. C., "Overrating the x-rating: The third-person perception and support for censorship of pornography" 45 : 27-38, 1995

35 Leshner, G., "Motivating turnout: Counterendorsement third-person effects, campaign negativity, and voting" 2002

36 Johnston, L., "Monitoring the future: National survey results on drug use, 1975-2002" National Institute on Drug Abuse 2003

37 Zaichkowsky, J. L., "Measuring the involvement construct" 12 : 341-352, 1985

38 W a k e, B., "How big tobacco got Hollywood to light up" A12-A12, 2002

39 Reid, L. N., "Generalized and personalized attitudes toward advertising’s social and economic effects" 11 : 3-7, 1982

40 Covell, K., "Gender difference in the evaluation of tobacco and alcohol advertisements" 26 : 404-420, 1994

41 Rojas, H, Shah, D. V., "For a good of others: Censorship and the third-person effect" 8 : 163-185, 1996

42 Neuwirth, K., "Extending the framework of third-, first-, and second-person effects" 5 : 113-140, 2002

43 Banning, S. A., "Do you see what I see?: Third-person effects on public communication" 4 : 127-147, 2001

44 Gupta, P. B., "Consumers’perceptions of the ethics and acceptability of product placements in movies: Product category and individual differences" 19 : 37-50, 1997

45 Nebenzahl, I. S., "Consumers’attitudes toward product placement in movies" 12 : 1-12, 1993

46 Rosenberg, M., "Conceiving of the self" Basic Books 1979

47 Lackey, W. B., "Can Lois Lane smoke Marlboros?: An examination of the constitutionality of regulating product placement in movies" 275-292, 1993

48 Gunther, A. C., "Biased press or biased public?: Attitude toward media coverage of social groups" 56 : 147-167, 1992

49 Gunther, A. C., "Biased optimism and the third-person effect" 70 : 58-67, 1993

50 Goldberg, J. H., "Beyond invulnerability: The importance of benefits in adolescents’decision to drink alcohol" 21 : 477-484, 2002

51 Balasubramanian, S. K., "Beyond advertising and publicity: Hybrid messages and public policy issues" 23 : 29-46, 1994

52 Umphrey, D., "Attributions of advertising influence via third-person perceptions: A review and synthesis" 2002

53 Ross, M., "Attribution and social perception in Handbook of Social Psychology" Random House 1985

54 Grube, J. W., "Alcohol portrayals and alcohol advertising on television" 17 : 61-66, 1993

55 Foster, S. E., "Alcohol consumption and expenditures for underage drinking and adult excessive drinking" 26 : 989-995, 2003

56 Nelson, M. R., "Adolescent brand consciousness and product placement: Awareness, liking and perceived effects on self and others" 29 : 515-528, 2005

57 Reid, S. A., "A self-categorization explanation for the thirdperson effect" 31 : 129-162, 2005