대학생의 광고인식 유형에 대한 Q 방법론 연구 = A study of the types of college students` understanding of advertising through Q-methodology

다국어 초록 (Multilingual Abstract)

This study provides an analysis of college students` understanding of advertising by Q-methodology which is a method based on subjectivity in order to give a new perspective on the existing conception of advertising as a tool of persuasion and a means of economic value. Three (3) types of understanding come out of this analysis: the first group of students who understand the advertising as the information for fashion and purchase (information-pursuit type); the second who have the opinion that the advertising works as a tool for the marketing and sales (consumer-marketing type); and the third who have a point of view of the advertising as a means of trend leading (culture-art type). All of these three present a common perspective on the advertising as a kind of cultural phenomena that creates a new trend in addition to providing entertainment as well as information. The focus group interview is also employed in order to get to a deeper understanding of advertising as a cultural phenomenon that came out of the analysis of types by Q-methodology. The result of FGI analysis confirms that the advertising becomes a cultural code which leads the social trend. It also shows that the internet advertising which contains entertainment contents has a great effect especially among college students. The achievements of this study are to give a new perspective on the advertising by figuring out that the advertising is to be considered not merely as a tool for persuasion and sales but as a cultural phenomenon and to provide a new typology of college students` understanding of advertising under the circumstances of the change of media by Q-methodology.

참고문헌 (Reference)

1 김흥규, "한국소비자의 가치체계 연구 : 궁극적 가치와 소비신념의 가치 구조를 중심으로" 9 (9): 1998

2 김광수, "한국광고연구의 흐름에 대한 고찰" 한국언론학회 2001

3 김혜성, "제일기획출신 교수들이 쓴 광고홍보 실무특강" 나남 2007

4 "제일기획"

5 최민욱, "인터넷광고 이용동기에 관한 연구: 이용과 충족 관점에서" 한국광고학회 18 (18): 229-254, 2007

6 권상희, "인터넷 미디어의 상호작용성(Interactivity) 차원 연구미디어양식별 이용자의 인식특성에 따른 차이분석 중심으로" 한국방송학회 21 (21): 46-97, 2007

7 박성호, "인터넷 광고와 광고이용 성향에 관한 연구" 48 : 2000

8 김흥규, "온라인 광고 이용자 인식 유형에 관한 연구" 한국광고학회 20 (20): 153-181, 2009

9 김혜성, "수용자의 가치체계와 광고해석에 관한 연구 :Q 방법론과 발성사고법을 적용하여" 한국광고학회 16 (16): 43-60, 2005

10 이수범, "수용자 특성에 따른 디지털 미디어 광고 태도에 대한 연구" 한국광고학회 19 (19): 97-122, 2008

11 최현철, "사회통계방법론" 나남 2007

12 한국광고자율심의기구, "광고에 대한 일반 소비자 의식조사"

13 박은아, "광고에 대한 인식요인과 전반적 광고태도의 관계 연구" 한국광고학회 17 (17): 193-223, 2006

14 정성호, "광고소비자의 광고인식에 대한 유형 분석에 관한 연구" 한국광고학회 16 (16): 251-273, 2005

15 Haller,T.F, "What students think of advertising?" 14 (14): 33-43, 1974

16 Kamakura, Wagner A, "Value-System Segmentation : Exploring the Meaning of LOV" 19 : 119-131, 1992

17 Yale, Laura, "Trends in Advertising Research : A Look at the Contents of Marketing Oriented Journals from 1976-1985" 17 (17): 1988

18 Krech, D, "Theory and Problems in Social Psychology" McGraw-Hill 1948

19 Hoggart,H, "The uses of literacy" Chatto and Windus 1959

20 Rokeach,M, "The role of value in public opinion research" 32 : 1968

21 Rokeach,M, "The nature of human values" Free Press 1973

22 Fishbein, M, "The Relationship between Beliefs, attitudes, and behavior, in:Cognitive Consistency" Academic 1966

23 Winters,Levi, "The Effect of Brand Advertising on Company Image: Implications for Corporate Advertising" 26 : 1986

24 김흥규, "Q방법론" 커뮤니케이션 북스 2008

25 김흥규, "Q 방법론의 이해와 적용" 23 : 1990

26 선우동훈, "Q 방법론에 의한 소비자 행동연구" (여름) : 1991

27 최현철, "Q 방법론과 언론학 연구" 13 : 1993

28 Mittal,B, "Public assessment of TV advertising: Faint praise and Harsh criticism" 34 (34): 35-53, 1994

29 Hall,S, "Policing the Crisis" Macmillan Education LTD 1978

30 Horowitz, I. A, "Perception and Advertising" Journal of Advertising Research 1976

31 Schramm W, "Men, Message, and Media, A Look at Human Communication" Harper and Row 1973

32 Forgas J.P, "Interpersonal Behavior : The Psychology of Social Interaction" Pregmon Press 1985

33 Vakratsas, D, "How Advertising Works : What Do We Really Know?" 63 : 26-43, 1999

34 Pollay, R. W, "Here's the beef : factors, determinants, and segments in consumer criticism of advertising" 57 (57): 99-114, 1993

35 Alwitt, L. F, "Functional and belief dimensions of attitudes to television advertising : Implications for copytesting" 32 (32): 1992

36 Barksdale. H. C, "Consumer attitudes toward marketing and consumerism" 36 (36): 28-35, 1972

37 Petty R. E, "Attitudes and Persuasion Classic and Contemporary Approach" Wm. C. Brown 1981

38 Bauer,R.A.,& Greyser,S.A, "Advertising in America : The consumer view"

39 Allen,M.W, "A practical method for uncovering the direct and indirect relationships between human values and consumer purchases" 18 (18): 2001

40 윤각, "2000년부터 2007년까지 ‘광고연구’와 ‘광고학연구’에 게재된 논문에 대한 내용분석" 한국광고학회 19 (19): 185-198, 2008