그림정보의 명확성이 비주얼 광고텍스트의 이해전략에 미치는 영향 -안구운동추적(Eye-tracking) 연구-
The effect of image clarityon the processing of visual advertisement text: An Eye-tracking study
0
조회
0
다운로드
6
인용
0
참고문헌
키워드
초록
In this study, we investigated the effect ofimage information clarity on the processing of visual advertisementtext including an image and minimal language information(brand nameand/or logo), using eye-tracking method. Four conditions were used:high clarity image with language(brand name and/or logo), high clarityimage without language, low clarity image with language, low clarityimage without language. In the whole AOI, the eye tracking data,such as the total fixation time, fixation duration average and fixationcount, in low clarity condition were longer than high clarity condition,regardless of language information. But in the language AOI, the totalfixation time, fixation count and revisits in low clarity condition werenot significantly higher than high clarity condition. The results indicatethat the different processing was accepted in the visual ads. textcompared to normal printed ads. and it is fully affected by the imageclarity.
Abstract
In this study, we investigated the effect ofimage information clarity on the processing of visual advertisementtext including an image and minimal language information(brand nameand/or logo), using eye-tracking method. Four conditions were used:high clarity image with language(brand name and/or logo), high clarityimage without language, low clarity image with language, low clarityimage without language. In the whole AOI, the eye tracking data,such as the total fixation time, fixation duration average and fixationcount, in low clarity condition were longer than high clarity condition,regardless of language information. But in the language AOI, the totalfixation time, fixation count and revisits in low clarity condition werenot significantly higher than high clarity condition. The results indicatethat the different processing was accepted in the visual ads. textcompared to normal printed ads. and it is fully affected by the imageclarity.
참고문헌 (28)
- 구명철, "독일 광고에 나타난 언어기호와 시각기호의 관계 - 광고 카피의 해석에 있어서 그림의 역할을 중심으로", 독일문학, 43(4), pp.426~445 (2002), 한국독어독문학회
- 權秀蓮, "비주얼 중심 광고(All Visul Advertisement)의 표현에 관한 연구", 석사, 산업디자인학, pp.1994
- 김동빈, "한국 광고의 타이포그래피 표현 경향 연구-2000년도 이후 인쇄광고를 중심으로-", 디자인학연구, 20(1), pp.219~228 (2007), 한국디자인학회
- 김봉현, "광고학 개론" (2013), 한경사
- 김영순, "광고 텍스트 읽기의 즐거움" (2004), 연극과 인간
- 김철민, "인쇄광고에서 그림의 표현방식에 따른 기억효과", 한국심리학회지: 소비자·광고, 6(2), pp.103~124 (2005), 한국소비자·광고심리학회
- Kenneth A. Lane, "안구운동과 시지각 기술의 발달", pp.14~ (2008), 영문출판사
- 박혜연, "광고의 시각적 요소 표현방식에 따른 광고효과 :시각적 요소의 기대불일치를 중심으로", 사회과학연구, 26(1), pp.39~73 (2013), 사회과학연구소
- 손별, "카피없는 광고" (2010), 커뮤니케이션북스
- 손영석, "브랜드 확장 상황 하에서 소비자들은 무엇을 보는가? : 아이트렉커를 이용한 시각적-언어적 요소에 대한 행동적 분석", 광고학연구, 24(2), pp.203~224 (2013), 한국광고학회
- Robert L. Solo, "시각심리학", pp.139~140 (2000), 시그마프레스
- 양웅, "광고표현의 수사적 특징 변화 연구- 1993년∼2003년 국내 잡지광고를 대상으로", 광고연구, 23(66), pp.239~265 (2005), 한국방송광고공사
- 우석봉, "비주얼의 기대불일치성과 표현 독특성 :독창적 광고비주얼의 광고효과", 광고학연구, 16(3), pp.219~250 (2005), 한국광고학회
- 이원재, "광고의 진화" (2012), 푸른 사상
- 임상곤, "인쇄광고에 있어서 비주얼이미지가 브랜드 태도에 미치는 영향", 지역산업연구, 32(1), pp.29~59 (2009), 산업경영연구소[DOI]
- 정창준, "인쇄 광고에 나타난 비주얼 기능의 확장에 관한 연구", 한국사회과학연구, 28(2), pp.145~162 (2006)
- 최소영, "안구운동추적기법을 활용한 읽기장애 연구의 도입과 전망: 국내 연구 현황을 중심으로", 학습장애연구, 9(1), pp.121~136 (2012), 한국학습장애학회[DOI]
- Bower, G. H., "Cognition in learning and memory" (1972), John Wiley
- Heckler, S.E., "The role of expectancy and relevancy in memory for verbal and visual information: what is incongruency?", Journal of consumer research, 48, pp.475~492 (1992)
- Holmqvist, K., "Eye Tracking: A comprehensive guide to methods and measures" (2011), Oxford university press
- Houston, M.J, "Picture-word consistency and the elaborative processing of advertisement", Journal of marketing research, 24, pp.359~369 (1987)
- Lutz, K.A., "Effects of interactive imagery on learning: applications to advertising", Journal of applied psychology, 62, pp.493~498 (1977)
- Pieters, R., "Attention capture and transfer in advertising: brand, pictorial, and text-size effects", Journal of marketing, 68, pp.36~50 (2004)
- Radach R., "The Mind’s Eye:Cognitive and Applied Aspects of Eye Movement Research", pp.609~623 (2003), Elsevier Science
- Rayner K, "Integrating text and pictorial information: Eye movements when looking at print advertisements", Journal of Experimental Psychology:Applied, 7(3), pp.219~226 (2001)
- Scott, L.M., "Image in advertising: The need for a theory of visual rhetoric", Journal of consumer research, 21(2), pp.252~273 (1994)
- Shepard, R. N., "Recognition Memory for Words, Sentences, and Pictures", Journal of Verbal Learning and Verbal Behavior, 6, pp.156~163 (1967)
- Smith, R. A., "The effects of visual and verbal advertising information on consumer’s inferences", Journal of advertising, 20(4), pp.13~24 (1991)