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TV광고 유형별 광고 위치에 따른 유의성 차이에 대한 분석: 신뢰성, 긍정성, 부정정서, 실망감

Analysis of Significance Difference According to Advertisement Location by TV Advertisement Type: Reliability, Positiveness, Negativeness, Disappointment

이종명|전진호
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2020.08|상품학연구 (Journal of Product Research)|제38권 제4호|pp. 119-129|DOI 10.36345/kacst.2020.38.4.015

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참고문헌

키워드

TV광고유형광고위치긍정유의성(신뢰도긍정성)부정유의성(부정정서실망감)
주제분류경영학

초록

수많은 광고회사들은 자사가 만든 광고가 소비자에게 긍정적인 태도로 오래도록 기억에 남을 광고제품이 되기를 기대한다. 이러한 광고회사의 바람에도 불구하고 소비자들은 TV 광고 시청 시 저-노력에 근거한 태도를 형성한다. 이러한 저-노력의 광고 태도에 주의를 증가시키는 광고의 4가지의 유형이 어떠한 광고 위치(전CM·중CM·후CM)에 있을 때 긍정 유의성(신뢰성, 긍정성)을 높이며 부정 유의성(부정정서, 실망감)을 낮출 수 있는지에 대해 분석함으로서 더 효과적이고 선호도 높은 광고를 제작하는데 도움을 주고자 하였다. 본 연구를 통해서 광고회사는 신뢰성과 긍정성을 높이는 광고를 제작하고 부정정서와 실망감을 감소시키는 광고를 제작하고자 할 때 광고 위치와 4가지 주의를 증가시키는 광고 유형 중 어떤 유형으로 광고를 제작하였을 때 효과적인 광고를 제작할 수 있는지 본 연구를 통해 알아보고자 한다. 본 연구에서는 소비자의 주의를 증가시키는 유형의 광고로 소비자와 관련성 있는 광고(KB금융광고), 즐거운 광고(캐논광고-안정환편), 놀라운 광고(IBK광고-송해편), 처리하기 쉬운 광고(야쿠르트-1976편)가 광고 위치(전CM·중CM·후CM)에 따른 긍정유의성(신뢰도, 긍정성)과 부정유의성(부정정서, 실망감)에 대한 차이를 분석하였다. 연구결과 광고 제작 시 긍정 유의성(신뢰도, 긍정성)을 증대시키기 위해서는 광고 위치를 어느 위치에 배치하여도 신뢰도, 긍정성에는 영향을 주지 않았으며 광고 유형 중에는 처리하기 쉬운 광고(야쿠르트-1976편)로 제작하였을 때 가장 신뢰도를 높일 수 있었으며 관련성 있는 광고(KB금융광고)로 제작하였을 때 가장 소비자에게 긍정성을 높일 수 있었다. 부정 유의성(부정정서, 실망감)을 감소시키기 위해서는 중간광고를 줄여야하며 즐거운 광고(캐논광고-안정환편) 유형을 증대시켜야 한다는 연구결과를 보여 주었다.

Abstract

Many advertising companies expect their advertisements to be memorable advertising products for a long time with a positive attitude to consumers. Despite the wishes of such advertising companies, consumers form an attitude based on low-effort when watching TV advertisements. When the four types of advertisements that increase attention to these low-effort advertisement attitudes are in any advertisement position (pre-CM, middle CM, and post-CM), increase positive significance (reliability, positivity) and negative significance (negative sentiment). , Disappointment) can be reduced to help produce more effective and preferred advertisements. In this study, advertisements related to consumers (KB financial advertisement), pleasant advertisements (Canon advertisement-Ahn Junghwan), surprising advertisements (IBK advertisement-Songhae), and easy-to-handle advertisements (Yakult -1976) analyzed the difference in positive significance (reliability, positivity) and negative significance (negative sentiment, disappointment) according to the advertisement location (pre-CM, middle CM, and later CM). As a result of the research, in order to increase the positive significance (reliability, positivity) when creating advertisements, placing the advertisement in any position did not affect the reliability and positivity, and among the types of advertisements, advertisements that are easy to handle (Yakult-1976) When it was produced, the credibility was most enhanced, and when it was produced as a relevant advertisement (KB Financial Ad), the positiveness to consumers was most enhanced. In order to reduce negative significance (negative emotion, disappointment), the results of a study show that intermediate advertisements should be reduced and enjoyable advertisements (Canon advertisement-Ahn Junghwan) should be increased.

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