광고 헤드라인의 유형분류에 관한 연구 = A Study on Classification of Ad Headline Types

국문 초록 (Abstract)

본 연구에서는 그동안 제시된 광고 헤드라인 유형이 연구자의 경험에나 직관에 근거한 단순 분류라는 점에 주목하여, 우리나라 광고인들이 인식하는 헤드라인 유형을 실증적으로 규명하였다. 연구결과, 광고인들이 인식하는 광고헤드라인 유형은 설명형, 혜택형, 실증형, 경고형, 유머형, 정서형, 뉴스형, 호기심형, 제안형 등 9가지로 나타났으며, 이는 전체 변량의 63.03%를 설명하였다. 또한, 창작집단 대 전략기획집단이라는 업무영역에 따라 헤드라인 유형에 대한 인식차를 비교한 결과, 정서형, 뉴스형, 호기심형에 있어서는 집단간에 통계적으로 유의한 차이가 있었으나 나머지 유형에서는 차이가 없었다. 본 연구결과는 광고학계의 연구자들에게 향후 광고 메시지 연구에 필요한 이론적 근거를 제공하는 동시에 광고업계의 카피라이터에게는 광고 카피 창작의 가이드라인을 제시할 것이다.

다국어 초록 (Multilingual Abstract)

This study was attempted to gain an empirical explanation about classification of ad headline types that Korean advertising professionals perceive by paying attention to the fact that following classifications of ad headline types are based on the experience and intuition of researcher. Research findings showed that nine types of ad headline were explanation, benefit, demonstration, warning, humor, emotion, news, curiosity, and suggestion, and these were explained 63.03% of variance. Also, there were statistically significant differences in emotion, news, and curiosity types between two groups, but the rest of types were not differences between creative group and strategic planning group. These results suggested the theoretical backgrounds of future research of advertising message for advertising researchers and guidelines of copy creation for copywriters in advertising industry.

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