제품 특성에 따른 시각적 은유 광고의 효과에 관한 연구
The effects of visual metaphors in an advertisement depending on features of products
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초록
은유적 표현 광고란 제시된 언어나 그림 자체만으로는 해석이 되지 않는 광고로 다른 사물이나 상황에 빗대어 설명하여 소비자의 주의를 끌어 호기심을 자극하고 효과적으로 기억시켜주고자 하는 광고이다. 이러한 은유 표현의 광고가 급증하고 있음에도 불구하고 기존의 연구들은 언어나 메시지를 중심으로 하여 한정적으로 이루어져 왔으며, 하나의 제품이나 서비스를 중심으로 실증분석을 실시하여 동일한 조건하에서 제품의 종류나 특성에 따라 달라지는 광고 효과를 비교할 수가 없었다. 이에 본 연구는 이러한 선행의 연구들을 근거로 하여 인쇄광고에서 사용되는 은유표현의 광고를 탐색재와 경험재로 분류하여 구체적인 효과를 검증하였다. 분석결과 은유 표현의 광고가 직접적인 표현의 광고에 비해 이해도와 광고태도가 모두 높게 나타났다. 또한 은유 표현의 광고에 대한 태도, 제품품질지각, 구매의도에 대해 탐색재와 경험재의 차이를 검증한 결과 경험재가 모두 높은 성과를 보이고 있는 것으로 나타났다. 이러한 결과는 시각적 은유 광고의 효과를 토대로 광고제작에 많은 활용가능성을 시사하고 있으며, 은유 광고의 적용이 경험재에서 더 적합하게 적용될 수 있음을 알 수 있다.
Abstract
Metaphor is one of the rhetoric used more in an advertisement because it serves to stimulate audience's imagination and deliver a certain image in an easier and interesting way. Thus, various researches have been conducted on metaphors in an advertisement, but most of them are focused on some linguistic metaphors. Meanwhile, as the role of image become more and more important in an advertisement recently, researches into visual metaphors begin to be conducted. Nevertheless, the scopes of such researchers are still limited. Most of them are restricted to the contents of advertisement so that it may be more significant to study the effects of the visual metaphors depending on such external variables as features of product (search goods/experience goods). With such basic conceptions in mind, this study departs from the perception that preceding studies did not sufficiently feature the visual metaphors in an advertisement and thereby, aims to see the effects of the visual metaphor in an advertisement. While preceding studies were primarily focused on such internal factors of advertisement as difficulty of advertisement, this study focuses on such external factors of advertisement as features of product (search goods/experience goods) to analyze the effects (consumers' attitudes towards advertisement, product qualities' perceived and purchasing intention) of the visual metaphors in an advertisement. This study found that the effects of metaphors are much bigger than visual literalness in an advertisement through hypothesis 1. This indicates that there are some different advertising effects (advertising comprehension's level/consumers' attitudes towards advertisement) between visual metaphors and visual literalness. Second, the study also found that the differences of advertising effects were significant between experience and search goods, as a result of testing the different effects of the visual metaphors in an advertisement depending on features of product. Such a result that the effects of visual metaphors were significant for experience goods suggests consumers using experience goods recognize the benefits and qualities of goods after purchasing them, These kind of consumers tend to be more engaged in affection and familiarity of the visual metaphors in an advertisement. Therefore, the visual metaphors in an advertisement may be very effective for experience goods.
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