잡지 광고 메시지의 정보량과 정보유형 분석 연구: 분류 체계의 확장과 적용 = A Study on the Analysis of the Amount and Type of Information in Korean Magazine Advertisements: Extension and Application of the Classification Framework

다국어 초록 (Multilingual Abstract)

This study presents an analysis of information content in Korean magazine advertisements in 2004. This study proposes an extended framework which consists of 25 information cues including 14 cues of Resnik and Stern's(1977) classification. The results show that number of information cues in magazine ads examined is 3.86 on average and 97.5% of the ads contain more than one ad. It is also found that more than half of the ads contain three to five information cues. The type of information featured most is website information followed by availability, performance, and components/contents. It is observed that the amount and type of information featured in the ads differ significantly depending on visual-copy relationships and product types in terms of information processing and consumption value. This study provides an updated data of the amount and type of information in Korean magazine ads. Implications of the findings are discussed in relation to the need for further research on developing an extended framework and assessing informativeness of magazine ads.

국문 초록 (Abstract)

본 연구에서는 기존의 광고정보연구에서 사용된 Resnik과 Stern(1977)의 분류체계를 보완하고 광고표현양식과 제품유형을 포함한 분석틀을 확장하여 2004년에 집행된 잡지광고의 정보내용을 분석하였다. Resnik과 Stern의 14개 단서를 포함한 총 25개 단서로 구성된 정보분류체계를 사용하여 분석한 결과 전반적으로 한 광고물에 포함된 평균 정보량은 3.86개이며 1개 이상의 정보유형을 포함한 광고물의 비율이 97.5%에 해당되었고 과반수 이상의 광고물에서 3-5개의 정보단서가 사용된 것으로 나타났다. 잡지 광고에 주로 사용된 정보유형은 웹사이트 정보와 구입 또는 구입처 관련 정보가 가장 많았으며 다음으로 제품의 기능과 성분 또는 내용 관련 정보들이 주로 많이 사용되었다. 또한 광고표현양식(비주얼과 카피 관계유형)과 제품유형(정보처리/소비가치) 에 따라 광고에서 제공된 정보량과 정보내용이 유의미한 차이를 보였다. 본 연구결과는 2000년대 이후에 집행된 우리나라 잡지광고의 정보성 수준을 보여주는 자료이며 보다 확장된 분석체계를 개발하고 소비자 인식 차원에서 광고 정보성을 검증하기 위한 후속연구의 필요성 등을 중심으로 논의가 이루어졌다.

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