FCB Grid 모델에 따른 모바일 배너광고의 유머소구 효과 연구
The Study of Humor Appeal Effects in Mobile Banner Advertising by FCB Grid Model
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초록
2019년 모바일 광고시장은 전년에 비해 17.2%의 성장률을 기록하며 사상 처음으로 5조 원을 돌파했다. 광고주들은 앞으로도 모바일 광고가 시장의 핵심적인 역할을 담당할 것이라는 전망을 내놓고 있지만 국내의 학문적 접근은 아직도 미흡한 상황이다. 본 연구의 목적은 유머소구를 통해 4가지 제품유형과 표현유형(비주얼, 카피), 그리고 소비자태도(광고태도, 클릭의도, 브랜드이미지)를 포괄적으로 검증하는 것이다. 연구방법으로 매체는 네이버 모바일 메인화면의 모바일 스페셜DA를 활용하였으며, 피험자들의 혼동효과(Confusing Effects)를 고려하여 가상의 브랜드명 ‘신비론(고관여-이성제품, 카메라), 미인도(고관여-감성제품, 고급 화장품), 세프랩(저관여-이성제품, 주방용 랩), 슬림쿨(저관여- 감성제품, 다이어트 음료)’을 사용했다. 연구결과, 제품유형과 표현유형에 따른 소비자태도에서 고관여-이성제품(카메라)의 광고태도를 살펴보면, 비주얼중심 광고보다 카피중심 광고에 노출된 집단이광고태도가 더욱 높은 것으로 나타났다. 고관여-감성제품(고급화장품)의 클릭의도 역시 비주얼중심광고보다 카피중심 광고에 노출된 집단의 클릭의도가 더욱 높은 것으로 나타났다. 하지만 저관여-이성제품(주방용 랩)과 저관여-감성제품(다이어트 음료)의 경우 광고태도와 클릭의도, 브랜드이미지를살펴보면 비주얼중심 광고와 카피중심 광고는 통계적으로 유의한 차이를 보이지 않았다. 전체적으로브랜드이미지는 제품유형에 따른 표현유형의 차이가 뚜렷하게 나타나지 않았다. 본 연구결과는 모바일 배너광고를 통한 커뮤니케이션 이론의 외연 확장과 모바일광고 실무에 차별적 전략을 제시할 것으로 기대한다.
Abstract
Mobile advertising market in 2019 broke through five trillion won for the first time, recording 17.2% growth rate comparing to last year. Advertisers are expecting that mobile advertising will be in important charge of market, but domestic scholarly approach is still insufficient. The purpose of this research comprehensively verified four product type and expression type(visual, copy), and consumers’ attitude(attitude towards advertising, intention of clicks, and brand image) through humor appeal. As a method of research, media utilized mobile special DA of Naver mobile main display, and took imaginary brand name of ‘Sin-bi-ron(high involvement-ration product, camera), Mi-indo(high involvement-emotion product, luxury cosmetics), Chef-rep(low involvement-ration product, kitchen plastic wrap), Slim-cool(low involvement-emotion product, diet drink)’ considering subjects’ confusing effects. As a result, examining consumers' attitude according to product type and expression type in attitude toward advertising of high involvement-ration product(camera), attitude toward advertising of exposed group to copy-focused advertising is higher than that of visual-focused advertising. And click intention of high involvement-emotion product(luxury cosmetics), turned to be higher in exposed group to copy-focused advertising than that of visual-focused advertising. However, in case of low involvement-ration product(kitchen plastic wrap) and low involvement-emotion product(diet drink), visual-focused advertising and copy-focused advertising made no meaningful difference statistically in attitude towards advertising and intention of clicks. Entirely, brand image in product type showed little difference to expression type. The result of this research is expected to expand theory of communication through mobile banner advertising, suggesting discriminative strategy in work site of mobile advertising.
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