감염 예방 공익광고의 시각적 디자인의 효과

Abstract

With the recent outbreak of the coronavirus COVID-19 pandemic threatening the daily lives of citizens, the government is currently running a campaign to persuade people to take preventive actions. Accordingly, research on the psychological responses and effectiveness of public service advertising for infection prevention is urgently required. This study has conducted a survey among 175 adults to explore the perception and effectiveness of the different types of visual design of public service advertising. The visual design was classified into three types; paramedics, classrooms, and children. Collected data was analyzed by ANOVA and Regression analysis. Results of the study has revealed that issue involvement and message understanding were higher for children, compared to paramedics and classrooms. However, there was no difference between paramedics and classrooms. As for perceived severity, there were no differences among the three variables. Furthermore, message understanding, issue involvement, and perceived severity were found to have a positive effect on the attitude towards the advertising. Message understanding was the most influential factor, followed by issue involvement and perceived severity. Advertising attitude was also found to have a positive effect on preventive behavioral intention. The results of this study suggest that using visual design that metaphorically express infection prevention and stimulating positive emotions are effective, as children are vulnerable to the disease. This research provides theoretical knowledge on the effectiveness of prevention campaigns and further provides effective design strategies to practitioners.