맥락효과가 광고 크리에이티브 인식에 미치는 영향 -중앙일보 광고대상 수상작을 중심으로-

Abstract

Although advertising is becoming more and more important, it's known that research on the relationship between contextual effects and advertising creativity is lacking. The purpose of this study is to compare the creativity by using contextual effects method in advertisement and the differences in perception of creativity in accordance with the occupation group. In this study, in order to analyze how 'Bottom-up processing' and 'Top-down processing' advertisements are related to creativity, 100 stimulus pieces in the first half of prizewinning advertisements for which the advertisement creativity of newspaper and magazine advertisements have been objectively evaluated in the JoongAng Daily 1st to 50th advertising grand prize are selected. In addition, 15 students who major in design selected five representative stimuli pieces and classified the selected representative stimuli pieces in accordance with the occupation group and conducted a T-test survey of 45 students who major in design (college students and graduate students) and 45 ordinary people. The results of the study showed that the creativity effects of the Bottom-up processing advertisement was relatively higher than that of the Top-down processing advertisement and it was found through the comparison of the occupation group that in the case of the students who major in design, the creativity perception difference of Bottom-up processing advertisement was more clear. In this study, contextual effects in advertising were found to be important factors in advertisement creativity and it was indicated that there was considerable significance in finding out that there was a difference in accordance with the occupation group. This study has limitations such as advertisements that are oriented to print media and limited subjects.