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TV 정치광고의 반복노출효과 : 미국 대학생들을 중심으로

Repetition Effect of Positive and Negative Political Advertising on Television

김봉철|박종렬|김하나
한국지역언론학회 (Korean Regional Communication Research Association)|2010.06|언론과학연구 (Journal of Communication Science)|제10권 제2호|pp. 260-300

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참고문헌

키워드

부정적 정치광고반복노출효과효율적 노출빈도정치광고에 대한 태도Negative Political AdvertisingRepetition EffectEffective FrequencyAttitude toward Ad
주제분류신문방송학

초록

본 연구는 TV 매체를 통해 반복적으로 노출되는 긍정적/부정적 정치광고의 효과를 정치광고와 후보자에 대한 기억 및 태도, 투표의지 측면에서 연구했다. 본 연구는 메시지의 노출빈도(1/2/3/4/6)와 메시지 프레이밍(긍정/부정)에 따라 5×2의 피험자 간 요인실험설계를 하여 실험 처치물을 만들고 미국 대학생 302명을 대상으로 실험을 실시했다. 연구결과, 정치광고의 노출빈도보다는 메시지 프레이밍(긍정/부정)이 광고나 후보자에 대한 기억, 태도, 투표의지를 예측하는데 유의미한 것으로 나타났다. 특히 부정적 정치광고가 긍정적 정치광고에 비해 광고를 사용한 후보자에게 보다 긍정적인 효과를 미치는 것으로 나타났으나 상대 후보자에 대한 기억 측면에서는 노출빈도가 증가할수록 긍정적 정치광고에 비해 그 효과가 급감하는 것으로 밝혀졌다.

Abstract

This study examines the effectiveness of political advertising in terms of recall, attitude toward ads, and voting intention with two dimensions: level of frequency and type of political advertising (positive or negative). The results of this study indicate the type of political advertising can be a direct predictor to explain recall of ads, attitude toward ads, and voting intention, instead of level of frequency. Therefore, the principle of effective frequency of commercial ads, supported by a three-plus "rule of thumb"status and the inverted U- or S-shaped form with the concept of generation and satiation, is not applicable to political advertising. Moreover, this study suggests that negative political advertising works better for the sponsoring candidate, but it tends to wearout more easily than positive advertising does in terms of recall of the opponent candidate.

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