본문 바로가기
KERD
논문KCI 등재

모델체형, 모델제시유형, 자기신체이미지가 20대 여성의 자기위협, 광고태도 및 시각적 주의에 미치는 영향

The effects of model body type, model presentation type, and self-body image on self-threat, attitude towards advertising, and visual attention in 20s female

윤원정|김지호
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2024.02|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제25권 제1호|pp. 53-86|DOI 10.21074/kjlcap.2024.25.1.53

1

조회

0

다운로드

0

인용

0

참고문헌

키워드

Visual attention광고태도시각적 주의자기신체이미지모델체형모델제시유형자기위협Self body imageModel body typeModel presentation typeSelf-threatattitude towards advertising
주제분류심리과학

초록

본 연구는 이상적 체형의 모델 사용이 확산됨에 따라 이상적 체형의 모델이 소비자에게 미치는 영향을 알아보고자 하였다. 일반적으로 자기신체이미지가 부정적인 개인에게 이상적 체형의 모델이 노출되면 자기위협이 발생하게 되고, 이러한 자기위협은 이상적 체형의 모델이 등장하는 광고에도 부정적인 반응을 유발한다. 이에 본 연구는 자기위협을 완화할 수 있는 광고방식을 모색하고자하였다. 실험은 2(자기신체이미지: 긍정적 vs. 부정적) × 2(모델체형: 이상적 vs. 현실적) × 2(모델제시유형: 실상 vs. 실루엣) 참가자 간 설계로 구성하였으며 자기위협과 광고태도에 미치는 영향을 확인하고 모델의 복부를 향한 시각적 주의를 측정하였다. 연구 결과는 다음과 같다. 첫째, 모델이 실상으로 제시될 경우, 자기신체이미지가 부정적일 때 자기위협을 더 많이 받는 것으로 나타났다. 둘째, 자기신체이미지가 부정적이고, 모델의 이미지가 실상으로 제시되는 각각의 조건에서 광고태도가 더 높은 것으로 나타났다. 셋째, 모델 복부를 향한 시각적 주의는 현실적 체형의 모델 복부를 향한 최초응시까지의 시간이 더 빠르고, 응시횟수가 더 많은 것을 확인하였다. 본 연구는 이상적 체형의 모델로 인해 유발될 수 있는 자기위협을 완화하기 위해 실루엣이라는 새로운 변인을 사용했다는 점, 자기신체이미지, 모델체형, 모델제시유형에 따라 시각적 주의를 측정하여 기존의 연구들과 동일한 결과를 도출했다는 점에서 이론적 함의가 있다. 또한 이상적 체형의 모델이 자기위협을 높이지만 광고태도에 긍정적인 영향을 미친다는 것을 실증적으로 확인하여, 이상적 체형을 지닌 모델의 사용에 대한 이점을 제공한다는 점에서 실무적 함의를 가진다.

Abstract

This study investigated the effect of the ideal model body on consumers as the spreading usage of the ideal model body. In general, self-threat occurs when an ideal body type of the model is exposed to an individual with a negative self-body image, and this self-threat causes a negative reaction to advertisements in which the ideal model appears. Therefore, this study attempted to find an advertising method that can alleviate self-threat. In a 2 (self body image: positive vs. negative) × 2 (model body type: ideal vs. realistic) x 2 (model presentation type: reality vs. silhouette) between-subject design, we tested the effects of these factors on self-threat and advertising attitudes, and measured visual attention to the model’s abdomen. The results of the study follow. First, when the model is presented in reality, it was found that when the self-body image is negative, self-threat increases. Second, it was found that the advertising attitude was higher under each negative self-body image condition, and in the condition in which the image of the model was presented as reality. Third, the visual attention to the model’s abdomen confirmed a faster entry time, more fixation count towards the target region. This study’s theoretical implication is that it used a new variable called silhouette to alleviate self-threat that can be caused by models of ideal body types, and measures visual attention according to self-body image, model body type, and model presentation type, which yield the same results as existing studies. In addition, it has practical implications in that it provides the advantage of using models of ideal body types by empirically confirming that models of ideal body types increase self-threat but have a positive effect on attitude toward advertising.

참고문헌 (79)

  1. 김지호, "광고의 시지각적 연구를 위한 아이트래킹 방법론의 이해, 현황 및 제언", 한국광고홍보학보, 19(2), pp.41~84 (2017)
  2. 이상의, "소셜미디어 이용이 청소년의 신체상에 미치는 영향 : 외모 대화, 마른 몸매의 내면화, 외모 상향 비교, 신체 불만족 간의 관계를 중심으로", 커뮤니케이션학 연구, 27(1), pp.57~84 (2019)
  3. 이주연, "정상체중 중학생의 체형인식이 자아존중감에 미치는 영향 : 체형만족도의 매개효과와 성별 차이", 한국청소년연구, 26(4), pp.267~297 (2015)
  4. 이희윤, "패션 인플루언서의 체형이 자기표현 및 자기제시의도, 인플루언서 추천의도에 미치는 영향", 한국의류산업학회지, 23(2) (2021)
  5. 최정현, "온라인 동영상 플랫폼에서 개인화 광고의 효과 및 시각적 주의 연구 : 개인정보 표기와 콘텐츠 선호도를 중심으로", 한국광고홍보학보, 24(1), pp.101~136 (2022)
  6. 홍금희, "외모의 사회문화적 태도와 신체비만도가 신체이미지와 신체만족도에 미치는 영향", 한국의류산업학회지, 8(1), pp.48~54 (2006)
  7. Aaker, J. L., ""I"seek pleasures and"we"avoid pains : The role of self-regulatory goals in information processing and persuasion", Journal of consumer Research, 28(1), pp.33~49 (2001)
  8. Agthe, M., "Does being attractive always help? Positive and negative effects of attractiveness on social decision making", Personality and Social Psychology Bulletin, 37(8), pp.1042~1054 (2011)
  9. Åkestam, N, "Advertising"like a girl" : Toward a better understanding of"femvertising"and its effects", Psychology & Marketing, 34(8), pp.795~806 (2017)
  10. Argo, J. J., "Standards of beauty : The impact of mannequins in the retail context", Journal of Consumer Research, 44(5), pp.974~990 (2018)
  11. Atar, G. M., "Disclaimer Labels Used in Ads : An Eye-Tracking Study Exploring Body Dissatisfaction and Physical Appearance Comparison Among University Students", Türkiye İletişim Araştırmaları Dergisi, (38), pp.282~301 (2021)
  12. Badenes-Rocha, A., "Impact of cause-related marketing on consumer advocacy and cause participation : A causal model based on self-reports and eye tracking measures", Psychology & Marketing, 39(1), pp.214~226 (2022)
  13. Baker, M. J., "The impact of physically attractive models on advertising evaluations", Journal of Marketing research, 14(4), pp.538~555 (1977)
  14. Baumeister, R. F., "Relation of threatened egotism to violence and aggression : the dark side of high self-esteem", Psychological review, 103(1), pp.5~ (1996)
  15. Bower, A. B., "Highly attractive models in advertising and the women who loathe them : The implications of negative affect for spokesperson effectiveness", Journal of advertising, 30(3), pp.51~63 (2001)
  16. Brown, J. D., "From the top down : Self-esteem and self-evaluation", Cognition and emotion, 15(5), pp.615~631 (2001)
  17. Buckingham, J. T., "Self-esteem and self-perpetuating effects of threat on contingencies of self-worth", Self and Identity, 11(3), pp.360~385 (2012)
  18. Calogero, R. M., "Handbook of Gender Research in Psychology: Volume 2: Gender Research in Social and Applied Psychology", pp.153~184 (2010)
  19. Campbell, J. D., "Cognitive and emotional reactions to daily events : The effects of self-esteem and self-complexity", Journal of personality, 59(3), pp.473~505 (1991)
  20. Campbell, W. K., "Self-threat magnifies the self-serving bias : A meta-analytic integration", Review of general Psychology, 3(1), pp.23~43 (1999)
  21. Cash, T. F., "The situational inventory of body-image dysphoria : Psychometric evidence and development of a short form", International Journal of Eating Disorders, 32(3), pp.362~366 (2002)
  22. Cattarin, J. A., "Body image, mood, and televised images of attractiveness : The role of social comparison", Journal of social and clinical psychology, 19(2), pp.220~239 (2000)
  23. Cornelissen, P. L., "Patterns of eye movements when male and female observers judge female attractiveness, body fat and waist-to-hip ratio", Evolution and Human Behavior, 30(6), pp.417~428 (2009)
  24. Cundall, A., "Women gaze behaviour in assessing female bodies : The effects of clothing, body size, own body composition and body satisfaction", Psychological Research, 81, pp.1~12 (2017)
  25. Dahl, D. W., "Social information in the retail environment : The importance of consumption alignment, referent identity, and self-esteem", Journal of Consumer Research, 38(5), pp.860~871 (2012)
  26. D’Alessandro, S., "Real or relevant beauty? Body shape and endorser effects on brand attitude and body image", Psychology & Marketing, 28(8), pp.843~878 (2011)
  27. Feng, G., "Eye movements as time-series random variables : A stochastic model of eye movement control in reading", Cognitive Systems Research, 7(1), pp.70~95 (2006)
  28. Festinger, L., "A theory of social comparison processes", Human relations, 7(2), pp.117~140 (1954)
  29. Gao, X., "Eyes on the bodies : An eye tracking study on deployment of visual attention among females with body dissatisfaction", Eating Behaviors, 15(4), pp.540~549 (2014)
  30. Gardner, R. M., "Eye movements and body size judgments in the obese", International Journal of Eating Disorders, 9(5), pp.537~544 (1990)
  31. Garner, D. M., "Body image in anorexia nervosa : Measurement, theory and clinical implications", The International Journal of Psychiatry in Medicine, 11(3), pp.263~284 (1982)
  32. Gierl, H., "Are slim models doing better? Advertising effect of model body size", Marketing : ZFP–Journal of Research and Management, 41(H. 3), pp.3~32 (2019)
  33. Grabe, S., "The role of the media in body image concerns among women : a meta-analysis of experimental and correlational studies", Psychological bulletin, 134(3), pp.460~ (2008)
  34. Groesz, L. M., "The effect of experimental presentation of thin media images on body satisfaction : A meta-analytic review", International Journal of eating disorders, 31(1), pp.1~16 (2002)
  35. Grogan, S., "Body image: Understanding body dissatisfaction in men, women and children" (2021), Routledge
  36. Guptaxy, M. A., "Aging related concerns and body image : Possible future implications for eating disorders", International Journal of Eating Disorders, 14(4), pp.481~486 (1993)
  37. Heinberg, L. J., "Body image and televised images of thinness and attractiveness : A controlled laboratory investigation", Journal of social and clinical psychology, 14(4), pp.325~338 (1995)
  38. Hesse-Biber, S. J., "Am I thin enough yet?: The cult of thinness and the commercialization of identity" (1996), Oxford University Press
  39. Higgins, E. T., "Self-discrepancy : a theory relating self and affect", Psychological review, 94(3), pp.319~ (1987)
  40. Jasieńska, G., "Large breasts and narrow waists indicate high reproductive potential in women", Proceedings of the Royal Society of London. Series B: Biological Sciences, 271(1545), pp.1213~1217 (2004)
  41. Jin, S. V., "Instafamous and social media influencer marketing", Marketing Intelligence & Planning, 37(5), pp.567~579 (2019)
  42. Jones, D. C., "Social comparison and body image : Attractiveness comparisons to models and peers among adolescent girls and boys", Sex roles, 45, pp.645~664 (2001)
  43. Ju, H. W., "Fashion advertisements and young women : Determining visual attention using eye tracking", Clothing and Textiles Research Journal, 28(3), pp.159~173 (2010)
  44. Klein, H., "Thin is “in” and stout is “out”: What animated cartoons tell viewers about body weight", Eating and Weight Disorders-Studies on Anorexia, Bulimia and Obesity, 10, pp.107~116 (2005)
  45. Lee, M., "The effects of SNS appearance-related photo activity on women’s body image and self-esteem", Journal of the Korean Society of Clothing and Textiles, 41(5), pp.858~871 (2017)
  46. Liu, T., "Transient attention enhances perceptual performance and fMRI response in human visual cortex", Neuron, 45(3), pp.469~477 (2005)
  47. MacKenzie, S. B., "The role of attitude toward the ad as a mediator of advertising effectiveness : A test of competing explanations", Journal of marketing research, 23(2), pp.130~143 (1986)
  48. Malkin, A. R., "Women and weight : Gendered messages on magazine covers", Sex Roles, 40(7-8), pp.647~655 (1999)
  49. Manas, L., "Visual analysis handbook" (1952), Professional Press, Inc
  50. Mandel, N., "The compensatory consumer behavior model : How self-discrepancies drive consumer behavior", Journal of Consumer Psychology, 27(1), pp.133~146 (2017)
  51. Martin, M. C., "Stuck in the model trap : The effects of beautiful models in ads on female pre-adolescents and adolescents", Journal of advertising, 26(2), pp.19~33 (1997)
  52. Martin, M. C., "Advertising and social comparison : Consequences for female preadolescents and adolescents", Psychology & Marketing, 10(6), pp.513~530 (1993)
  53. Mazur, A., "US trends in feminine beauty and overadaptation", Journal of Sex Research, 22(3), pp.281~303 (1986)
  54. Meyer, K., "A survey of position trackers", Presence : Teleoperators & Virtual Environments, 1(2), pp.173~200 (1992)
  55. Nummenmaa, L., "Gender and visibility of sexual cues influence eye movements while viewing faces and bodies", Archives of sexual behavior, 41, pp.1439~1451 (2012)
  56. Park, L. E., "Does self-threat promote social connection? The role of self-esteem and contingencies of self-worth", Journal of Personality and Social Psychology, 96(1), pp.203~ (2009)
  57. Perloff, R. M., "Social media effects on young women’s body image concerns : Theoretical perspectives and an agenda for research", Sex roles, 71(11-12), pp.363~377 (2014)
  58. Posavac, H. D., "Reducing the impact of media images on women at risk for body image disturbance : Three targeted interventions", Journal of social and clinical psychology, 20(3), pp.324~340 (2001)
  59. Reynolds, J. H., "Attention increases sensitivity of V4 neurons", Neuron, 26(3), pp.703~714 (2000)
  60. Richins, M. L., "Social comparison and the idealized images of advertising", Journal of consumer research, 18(1), pp.71~83 (1991)
  61. Rodgers, R. F., "Longitudinal relationships among internalization of the media ideal, peer social comparison, and body dissatisfaction : implications for the tripartite influence model", Developmental psychology, 51(5), pp.706~ (2015)
  62. Rodway, V., "Effect of model race and viewing perspective on body attractiveness and body size assessment in young Caucasian women : an eye-tracking study", Psychological Research, 83, pp.347~356 (2019)
  63. Shaw, J., "The media’s impact on body image : Implications for prevention and treatment", Eating Disorders, 3(2), pp.115~123 (1995)
  64. Silverstein, B., "The role of the mass media in promoting a thin standard of bodily attractiveness for women", Sex roles, 14, pp.519~532 (1986)
  65. Smeesters, D., "Positive and negative media image effects on the self", Journal of consumer research, 32(4), pp.576~582 (2006)
  66. Söderlund, M., "Visual persuasion with physically attractive models in ads : An examination of how the ad model influences product evaluations", SSE, 2006, pp.8(5), ~
  67. Stice, E., "Adverse effects of the media portrayed thin-ideal on women and linkages to bulimic symptomatology", Journal of social and clinical psychology, 13(3), pp.288~308 (1994)
  68. Strauman, T. J., "Self-discrepancies and vulnerability to body dissatisfaction and disordered eating", Journal of personality and social psychology, 61(6), pp.946~ (1991)
  69. Stroud, N. J., "Media use and political predispositions : Revisiting the concept of selective exposure", Political Behavior, 30, pp.341~366 (2008)
  70. Svaldi, J., "Attention to ugly body parts is increased in women with binge eating disorder", Psychotherapy and Psychosomatics, 80(3), pp.186~188 (2011)
  71. Taylor, S. E., "Social comparison, stress, and coping", Personality and social psychology bulletin, 16(1), pp.74~89 (1990)
  72. Tiggemann, M., "The role of social comparison in the effect of magazine advertisements on women’s mood and body dissatisfaction", Journal of social and clinical psychology, 23(1), pp.23~44 (2004)
  73. Tovée, M. J., "Visual cues to female physical attractiveness", Proceedings of the Royal Society of London. Series B: Biological Sciences, 266(1415), pp.211~218 (1999)
  74. Trinh, C., "More than Shapes: The Silhouette Effect in Advertising", Journal of Advertising, pp.1~22 (2022)
  75. Utter, J., "Reading magazine articles about dieting and associated weight control behaviors among adolescents", Journal of Adolescent Health, 32(1), pp.78~82 (2003)
  76. Willett, W. C., "Weight, weight change, and coronary heart disease in women : risk within the ‘normal’ weight range", Jama, 273(6), pp.461~465 (1995)
  77. Wood-Barcalow, N. L., ""But I like my body" : Positive body image characteristics and a holistic model for young-adult women", Body image, 7(2), pp.106~116 (2010)
  78. Yamamiya, Y., "Women’s exposure to thin-and-beautiful media images : Body image effects of media-ideal internalization and impact-reduction interventions", Body image, 2(1), pp.74~80 (2005)
  79. Yu, U. J., "The impact of body image on consumers’ perceptions of idealized advertising images and brand attitudes", Family and Consumer Sciences Research Journal, 40(1), pp.58~73 (2011)

관련 논문AI추천

무명 광고 모델의 신체적 매력도와 시선이 소비자의 광고 정보 처리 과정에 미치는 효과강정석한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2015 · 제16권 제2호언제 여성의 아름다움은 소비자 설득에 효과적인가?: 모델 유형의 조절효과를 중심으로최지은한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2021 · 제29권 제1호매력적인 광고모델이 제품평가에 미치는 영향: 경쟁적 맥락과 제품유형의 효과김영조, 정병욱한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2014 · 제15권 제1호명시적 및 암묵적 브랜드 태도에 영향을 미치는 요인 연구: 모델-자기 신체이미지 일치성과 상향사회비교 성향을 중심으로오자영한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2015 · 제16권 제2호포스터광고 여성모델들의 신체에 대한 상향비교와 비만에 대한 두려움이 날씬한 신체 욕구와 우울 성향에 미치는 영향김찬원, 박진우, 조미애한국OOH광고학회 · OOH광고학연구2009 · 제6권 제1호시니어 의류 브랜드의 광고모델 유형에 따른 여성 소비자 반응 연구여은아, 이응석복식문화학회 · 복식문화연구2016 · 제24권 제1호

이 간행물의 다른 논문 (5건)

참여가격전략을 이용한 클래식공연 가격 설정 비교 실험박재현, 진현정pp. 1-23다른 사용자 점화가 신제품 구매의도에 미치는 효과: 해석수준 이론을 중심으로김재휘, 조단비pp. 25-51유튜브 콘텐츠 형식에 따른 구독자의 행동의도 차이: 의사상호작용과 팬덤의 순차적 매개효과를 중심으로박은아, 최주형pp. 87-116희소성 메시지와 처리 유창성이 업사이클링 제품 구매의도에 미치는 효과김민지, 부수현pp. 117-137지능형 에이전트의 커뮤니케이션 방식이 사용자의 제안 수용 의도에 미치는 효과부수현, 최시영, 강윤희pp. 139-154
원문 보기