시각적 불편함을 유발하는 광고 디자인의 소비자 경험 연구 = Exploring Consumer Experience in Advertising Designs that Elicit Visual Discomfort

다국어 초록 (Multilingual Abstract)

This study examines recent unconventional and experimental trends in advertising design within an information-saturated environment, focusing on cases that deliberately violate aesthetic norms and visual harmony to evoke negative emotional responses. Defined as “visual discomfort”—a strategic device inducing cognitive friction and emotional engagement—such approaches were analyzed through the collection and typology of 66 advertisements since the 2000s. In-depth interviews based on the nonlinear AISAS model were conducted to explore consumers’ responses and the effectiveness of each type. Results indicate that visually discomforting ads effectively capture attention and interest in the short term and may further promote active information sharing and exploration due to their playfulness, controversy, or perceived authenticity. This study broadens the consumer experience framework for advertising strategy and suggests the need for quantitative validation and further investigation under varied conditions.