명화차용 효과의 체계적인 연구를 위한 미술 교과서 분석 및차용된 명화 사조와 시장노출빈도가 명화차용효과에 미치는 영향 = An Exploratory Analysis of Paintings in the Korean Art Textbooks and an Experimental Study of the Impact of Mode and Market Exposure on Art Infusion Effect

다국어 초록 (Multilingual Abstract)

Although marketers often use masterpieces to differentiate their own products and brands, there is little research reflecting the current trend of art marketing. In order to benefit future researchers interested in art marketing and to deepen our understandings of art infusion effect, we conducted an exploratory study and an experimental study. The first content analysis study aims to develop a guideline for future researchers to select experimental stimuli. Specifically, we collected 457 paintings from 5 Korean art textbooks and then categorized western paintings based on modes and artists; we identify highly exposed paintings, the candidates for research stimuli. The second experimental study aims to test the effect of mode and market exposure of paintings on art infusion and to establish an unprecedented underlying mechanism, self-product connection. We conducted an experiment using bags infused with Seurat’s two paintings (A Sunday on La Grande Jatte / Circus) and Lichtenstein’s two paintings (In the Car / Still Life with a Jug and Flowers). A total of 330 undergraduate students participated in this experiment. Our data reveal that, first, subjects reported more favorable attitudes toward the modern art (Seurat) bags than the contemporary art (Lichtenstein) ones. Second, mode effect was mediated by luxury spillover, a previously identified mediator. Finally, subjects reported less favorable attitudes toward the bags with highly exposed paintings than the bags with less exposed paintings as subjects felt they were less connected with the bags with highly exposed paintings. In sum, our findings not only expand academic research on art infusion but also provide fresh insights into marketing practitioners in that they should consider mode, market exposure, and self-product connections when running an art marketing promotion.

참고문헌 (Reference)

1 Stirikland, Carol, "클릭 서양미술사" 예경 2013

2 Berger, John, "이미지: 시각과 미디어" 동문선 1990

3 헤럴드 경제, "애경산업 ‘명화선물세트’ 반고흐·클림트 명작에 품격감성 오롯이"

4 전인수, "아트인퓨전이 패키지와 제품에 대한 소비자 평가에 미치는 영향" 한국소비자학회 25 (25): 87-114, 2014

5 김진영, "아트마케팅을 반영한 색조화장품 패키지디자인 개발 연구" 한국산학기술학회 15 (15): 6472-6477, 2014

6 박범순, "아트광고의 크리에이티브 속성이 광고태도와 브랜드태도에 미치는 영향" 한국디지털디자인학회 13 (13): 131-139, 2013

7 이지은, "아트 주입 유무가 럭셔리 지각에 미치는 영향: 제품 유형과 브랜드 컨셉 유형을 중심으로" 한국광고학회 22 (22): 69-97, 2011

8 김정현, "아트 광고가 소비자 반응에 미치는 효과 이성적/감성적 소비 성향과 문화예술 접근성을 중심으로" 한국PR학회 13 (13): 97-122, 2009

9 박정희, "브랜드인지도 향상을 위한 아트마케팅 현황연구" 한국전시산업융합연구원 7 : 65-75, 2010

10 HS Ad Webzine, "브랜드와 아트의 콜라보레이션-Aura가 있는 Collaboration의 길"

11 정경일, "브랜드 네이밍" 커뮤니케이션북스 2014

12 천용석, "명화 콘텐츠를 이용한 비주얼 아트 광고의 후광 효과" 한국광고학회 22 (22): 7-27, 2011

13 주우진, "명화 차용 형태가 제품 태도에 미치는 영향에 관한 연구 - 제품 유형에 따른 차이를 중심으로 -" 한국소비자학회 21 (21): 43-69, 2010

14 김영길, "고등학교미술" 미진사 2014

15 안금희, "고등학교미술" 지학사 2015

16 조익환, "고등학교미술" 지학사 2014

17 이상원, "고등학교미술" 천재교육 2014

18 노영, "고등학교 미술" 교학사 2015

19 Escalas, Jennifer Edson, "You Are What They Eat: The Influence of Reference Groups on Consumer Connections to Brands" 13 (13): 339-348, 2003

20 Berger, J., "Where Consumers Diverge from Others: Identity Signaling and Product Domains" 34 (34): 121-134, 2007

21 Bagwell, Laurie Simon, "Veblen Effects in a Theory of Conspicuous Consumption" 86 (86): 349-373, 1996

22 Wiedmann, Klaus-Peter, "Value-Based Segmentation of Luxury Consumption Behavior" 26 (26): 625-651, 2009

23 Ruvio, Ayalla, "Unique Like Everybody Else? The Dual Role of Consumers' Need for Uniqueness" 25 (25): 444-464, 2008

24 Hetsroni, Amir, "The Use of Fine Art in Advertising: A Survey of Creatives and Content Analysis of Advertisements" 27 (27): 93-107, 2005

25 Veblen, Thorstein, "The Theory of the Leisure Class" Penguin 1899

26 Solomon, Michael R., "The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective" 10 (10): 319-329, 1983

27 Mackenzie, Scott B., "The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanation" 23 (23): 130-143, 1986

28 Ahluwalia, Rohini, "The Moderating Role of Commitment on the Spillover Effect of Marketing Communications" 38 (38): 458-470, 2001

29 Nueno, Jose Luis, "The Mass Marketing of Luxury" 41 (41): 61-70, 1998

30 Veryzer, Robert W. JR., "The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs" 24 (24): 374-394, 1998

31 Hoffman, Barry, "The Fine Art of Advertising" Stewart, Tabori and Chang 2002

32 Berlyne, Daniel E., "Studies in the New Experimental Aesthetics: Steps Toward an Objective Psychology of Aesthetic Appreciation" Hemisphere 1974

33 Escalas, Jennifer Edson, "Self-Construal, Reference Groups, and Brand Meaning" 32 (32): 378-389, 2005

34 Liu, Fang, "Self-Congruity, Brand Attitude, and Brand Loyalty: A Study on Luxury Brands" 46 (46): 922-937, 2012

35 Sirgy, M. Joseph, "Self-Concept in Consumer Behavior: A Critical Review" 9 (9): 287-300, 1982

36 Hong, Jae W., "Self-Concept and Advertising Effectiveness: The Influence of Congruency, Conspicuousness and Response Mode" 12 (12): 53-77, 1995

37 Bearden, William O., "Reference Group Influence on Product and Brand Purchase Decisions" 9 (9): 183-194, 1982

38 Zhao, Xinshu, "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis" 37 (37): 197-206, 2010

39 Braun, Ottmar L., "Psychological Antecedents of Conspicuous Consumption" 10 (10): 161-186, 1989

40 Snyder, C., "Product Scarcity by Need for Uniqueness Interaction: A Consumer Catch-22 Carousel?" 13 (13): 9-24, 1992

41 Hollbrook, Morris B., "Popular Appeal Versus Expert Judgments of Motion Pictures" 26 (26): 144-155, 1999

42 Midgley, David F., "Patterns of Interpersonal Information Seeking for the Purchase of a Symbolic Product" 20 (20): 74-83, 1983

43 Hayes, Andrew F., "PROCESS: A Versatile Computational Tool for Observed Variable Moderation, Mediation, and Conditional Process Modeling"

44 Margolin, Victor, "Objects and Images: Studies in Design and Advertising" University of Industrial Arts 198-207, 1992

45 Vigneron, Franck, "Measuring Perceptions of Brand Luxury" 11 (11): 484-506, 2004

46 Dittmar, Helga, "Material Possessions as Stereotypes: Material Images of Different Socio-Economic Groups" 15 (15): 561-585, 1994

47 KPMG, "Luxury brands in China"

48 Dewey, John, "John Dewey: The Later Works, 1925-1953: Art as Experience" Southern Illinois University Press 42-63, 1989

49 Mandel, Naomi, "Images of Success and the Preference for Luxury Brands" 16 (16): 57-69, 2006

50 Koster, Joan B., "Growing Artist: Teaching the Art to Young Children" Delmar Thomson 2009

51 Zinkhan, George M., "Good Life Images and Brand Name Associations: Evidence from Asia, America, and Europe" 21 (21): 496-500, 1994

52 Tansey, Richard G., "Gardner's Art Through the Ages" Harcourt Brace 1996

53 Shrum, Wesley M., "Fringe and Fortune: The Role of Critics in High and Popular Art" Prinston University Press 1996

54 Belk, Russell W., "Extended Self and Extending Paradigmatic Perspective" 16 (16): 139-168, 1989

55 Reber, R., "Effects of Perceptual Fluency on Affective Judgments" 9 (9): 45-48, 1998

56 Nia, Arghavan, "Do Counterfeits Devalue the Ownership of Luxury Brands?" 9 (9): 485-497, 2000

57 Tian, Kelly Tepper, "Consumers’ Need for Uniqueness: Scale Development and Validation" 28 (28): 50-66, 2001

58 Grubb, Edward L., "Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach" 31 (31): 22-27, 1967

59 Mick, David G., "Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance" 13 (13): 196-213, 1986

60 Mason, Roger, "Conspicuous Consumption: A Literature Review" 18 (18): 26-39, 1984

61 Corneo, Giacomo, "Conspicuous Consumption, Snobbism and Conformism" 66 (66): 55-71, 1997

62 Dolich, Ira J., "Congruence Relationships between Self Images and Product Brands" 6 (6): 80-84, 1969

63 Rosenberg, Morris, "Conceiving the Self" Basic Books 1979

64 Cox, Dena, "Beyond First Impressions: The Effects of Repeated Exposure on Consumer Liking of Visually Complex and Simple Product Designs" 30 (30): 119-130, 2002

65 Leibenstein, H., "Bandwagon, Snob, and Veblen Effects in the Theory of Consumers’ Demand" 64 (64): 183-207, 1950

66 Preacher, Kristopher J., "Asymptotic and Resampling Strategies for Assessing and Comparing Indirect in Multiple Mediator Models" 40 (40): 879-891, 2008

67 Hagtvedt, Henrick, "Art and the Brand : The Role of Visual Art in Enhancing Brand Extendibility" 18 (18): 212-222, 2008

68 Martorella, Rosanne, "Art and Business: An International Perspective on Sponsorship" Praeger 1996

69 Hagtvedt, Henrick, "Art Infusion: The Influence of Visual Art on the Perception and Evaluation of Consumer Products" 45 : 389-389, 2008

70 Schirmacher, Robert, "Art & Creativity Development for Young Children" Delmar Publishing 2009