국내 인쇄매체 광고의 주목률 제고를 위한 레이아웃 유형에 관한 연구

Abstract

Until now, studies about layout of domestic print advert ising have been carried out limited to verifying advertisin g effect in advertising copy and visual or researching lay out methodology using eye tracking, in the level of adver tising creative concept. Therefore, an empirical study is needed to classify layout types systematically and to sug gest guideline of advertising production by making the st andard of case analysis. This study classified sixteen lay out cases into centered layout, left-top to right-bottom la yout, left-bottom to right-top layout, layout using up and down of the paper, layout using left and right of the pape r, layout using the white space, layout using grid, layout using illust and analyzed creativity, formativeness, attrac tiveness, transmissibility of messages. The result of the research showed that twelve works were evaluated excel lent in “creativity”, “formativeness”, and "attractiveness". It is proved that in the respect of advertising expert, mai n provisions to suggest theoretical and empirical implicati on are excellent works in “creativity”, “formativeness”, a nd "attractiveness". However, only eight works were eval uated excellent in “transmissibility of messages" and it c an be explained as proving the difficulty of message deliv ery though message is a necessary tool for persuading co nsumers. This study is expected to expand the theoretica l ground of print advertising layout and suggest importan t guideline in composing layouts in the practical aspect.