시선 추적 실험에 기초한 슈퍼히어로 캐릭터 이미지의 시각 선호 연구 - 미국 영화 어벤져스: 엔드게임 중심으로
A Study on Visual Preferences of Superhero Character Images Based on Eye Tracking Experiment - Focused American Movie Avengers: Endgame
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초록
세계적인 흥행 기록을 세운 10편의 영화 중 마블(Marvel)의 슈퍼히어로 영 화가 4편이 포함되어 있으며, 총 4.3 억 명의 관객을 끌어들였다. 그 중에 ‘어벤져스: 엔드게임’이 제일 대표적이다. 이 현상은 슈퍼히어로에 대한 대 중의 호감을 잘 보여준다. 그런데 관객이 슈퍼히어로에게 갖는 호감에 관한 실증 연구는 부족했다. 본 연구는 영화‘어벤져스: 엔드게임’이 예로 시선 추 적(Eye-tracking) 실험을 통해 관객은 슈퍼히어로 캐릭터에 대한 시각 선호 를 탐구하고자 한다. 본 연구에서는 먼저 슈퍼히어로 캐릭터에 관한 긍정적 인 평가, 기원과 시각 특징을 정리하였다. 이를 바탕으로 시선 추적 실험을 통해 캐릭터 디자인에 대한 의상, 메이크업, 소품이 항상 가장 중요한 부분 인 것을 확인했다. 또 관객은 상식을 벗어난 시각 특징이나 관객의 지역 문 화와 맞은 시각 특징이나 많은 시각 정보를 가진 캐릭터 이미지를 선호하는 것으로 나타난다. 본 연구에서는 심리학적 연구 방법으로 관객은 슈퍼히어 로 캐릭터에 대한 선호하는 시각 요소를 분석하여, 영웅 캐릭터 디자인에 관한 체계적 참고 자료를 제공할 수 있기를 기대한다.
Abstract
Marvel Cinematic Universe superhero films occupy 4 of the top 10 films globally, attracting 430 million audiences. "Avengers: Endgame" stands out as the box office representative. However, specific preferences and reasons for superhero character images remain to be further investigated. Guided by theories of experimental psychology, this study designed an eye-tracking scientific experiment to explore audience preferences for superhero character images. To this end, this study first took the box office representative film "Avengers: Endgame" as an example, analyzing the related positive reviews, the origins of characters, and the visual elements they embody. Then, an eye-tracking experiment was designed to analyze audience preferences for the ten main characters in the film The results indicate that costumes, makeup, and props are crucial to character portrayal. Among them, Characters such as Captain America's image, Hawkeye's costume, Hulk's muscles, and Gamora's skin, which possess extraordinary qualities, familiar cultural symbols for the audience, or convey rich visual information, are more likely to attract audience attention and influence their preference judgments. This study can provide analytical reference materials for the future production of superhero characters.
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