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광고모델의 매력성에 대한 소비자의 부정적 감정에 관한 연구

A Study on the Negative Emotions about Highly Attractive Model in Ads

김미혜|전중옥
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2009.05|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제10권 제2호|pp. 183-207|DOI 10.21074/kjlcap.2009.10.2.183

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부정적 감정social comparison질투시기심리적거리매력성사회비교envyattractivenesspsychological distancejealousy
주제분류심리과학

초록

본 연구는 광고모델의 매력성에 대한 소비자의 단순한 긍정적 동일시와 긍정적 감정을 다루는 것에서 벗어나 소비자의 감정 속에 가지는 부정적 요인을 심층면접을 통해 추출하는 데에 그 목적이 있다. 광고모델의 매력성에 관한 연구에 대해 실험, 설문지 등 여러 가지 연구 방법이 있으나, 본 연구에서는 정성적 연구인 심층면접을 통해 선행연구와의 관계를 찾아보고 부정적 감정 요인을 추출하는 방식으로 진행되었다. 분석 결과, 첫째, 소비자의 부정적 감정요인은 질투, 시기, 그리고 심리적 거리라는 결과가 나타났다. 현재까지는 소비자가 단순히 매력적인 광고모델을 보고 매력성을 추구하는 것으로 연구되었으나, 본 연구에서는 자신과 제3자인 이성친구간의 관계, 혹은 미래의 이성에 대한 가상적인 관계를 통해 질투라는 감정을 가진다는 결과를 확인할 수 있었다. 또한 나보다 우월한 美를 가진 모델을 통한 불신, 의심, 열등감, 좌절, 불운, 감정부인 등을 가지는 시기라는 감정도 확인하였다. 아울러 나와는 관계없는 것으로 치부하는 소외, 무의미, 비현실성과 같은 심리적 거리도 나타났다. 이러한 결과를 통해, 부정적 감정이 반드시 부정적 매출결과라는 단순선형 관계가 아니라 소비자의 심리적 방어를 통해 다시 그 모델을 추구하는 이중적인 심리를 확인할 수 있었다. 본 연구는 정성적 분석결과 나타난 광고모델의 매력성에 대한 부정적 감정 확인을 통해 화장품 산업 및 광고업계의 마케터나 관리자에게 전략적 시사점을 제공하고 있다. 따라서 추출된 부정적 감정요인을 토대로 소비자집단을 세분화할 수 있는 실증적이고도 전략적인 방법을 제시하고 논문의 결과를 통해 마케팅관리자가 목표소비자층에 맞는 적절한 마케팅전략을 수립할 수 있을 것으로 기대된다.

Abstract

Although the practice of highly attractive models(HAM) may be effective from a marketing standpoint, physical attractiveness and the “thin ideal” is a very sensitive issue for many women. The self-concepts of many female adolescents stem primarily from their senses of physical attractiveness, and a woman's global self-esteem also seems to be related to her own physical attractiveness. The importance of physical attractiveness prompts many women to compare themselves with the images of physical perfection, thinness, and beauty found in advertising. Researchers have established that some women compare themselves with the idealized images in advertising and that some women who compare themselves with these HAMs may experience negative feelings as a result. This study tries to extract negative emotion in consumer's response about HAMs. Until now, main research findings of advertisement are that HAMs, such as, ultra-thin, beauty, ideal models, have best effects in ads. But there are no effects in many studies, even several studies have negative emotions about HAMs. Therefore, the goal of this study is to extract negative emotions through FGI and depth interviews. As a result, first, consumers have negative emotions, such as envy, jealousy, psychological distance. Second, this negative emotions are not necessary to have no sales amounts. Though consumers have negative emotions, they want to follow or imitate the attractive models to cover psychological costs. An objection to the psychology of envy, jealousy, psychological distance might state that we have taken three common words, envy, jealousy, psychological distance, given them idiosyncratic meaning, and proceeded to weave a general psychology around them. When a person experiences envy, jealousy, psychological distance, these functions are cued to advantage seeking or advantage preservation. To take note of a lack of, or to seek to preserve, advantage in life are prime organismic motives. If we have prime organismic motives, then there might be a psychology reflective of them. Vignette methodology was used that, for the first time, manipulated envy, jealousy, and psychological distance factorially, a technique designed to overcome insensitivity caused by the frequent co-occurrence of those kinds of emotions. This technique also permitted manipulation of these affective states while avoiding any use of their semantic imprecise verbal labels.

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