Real-Time Strategy Video Game Experience and Visual Perceptual Learning

Kim, Yong-Hwan,Kang, Dong-Wha,Kim, Dongho,Kim, Hye-Jin,Sasaki, Yuka,Watanabe, Takeo Society for Neuroscience 2015 The Journal of neuroscience Vol.35 No.29

<P>Visual perceptual learning (VPL) is defined as long-term improvement in performance on a visual-perception task after visual experiences or training. Early studies have found that VPL is highly specific for the trained feature and location, suggesting that VPL is associated with changes in the early visual cortex. However, the generality of visual skills enhancement attributable to action video-game experience suggests that VPL can result from improvement in higher cognitive skills. If so, experience in real-time strategy (RTS) video-game play, which may heavily involve cognitive skills, may also facilitate VPL. To test this hypothesis, we compared VPL between RTS video-game players (VGPs) and non-VGPs (NVGPs) and elucidated underlying structural and functional neural mechanisms. Healthy young human subjects underwent six training sessions on a texture discrimination task. Diffusion-tensor and functional magnetic resonance imaging were performed before and after training. VGPs performed better than NVGPs in the early phase of training. White-matter connectivity between the right external capsule and visual cortex and neuronal activity in the right inferior frontal gyrus (IFG) and anterior cingulate cortex (ACC) were greater in VGPs than NVGPs and were significantly correlated with RTS video-game experience. In both VGPs and NVGPs, there was task-related neuronal activity in the right IFG, ACC, and striatum, which was strengthened after training. These results indicate that RTS video-game experience, associated with changes in higher-order cognitive functions and connectivity between visual and cognitive areas, facilitates VPL in early phases of training. The results support the hypothesis that VPL can occur without involvement of only visual areas.</P><P><B>SIGNIFICANCE STATEMENT</B> Although early studies found that visual perceptual learning (VPL) is associated with involvement of the visual cortex, generality of visual skills enhancement by action video-game experience suggests that higher-order cognition may be involved in VPL. If so, real-time strategy (RTS) video-game experience may facilitate VPL as a result of heavy involvement of cognitive skills. Here, we compared VPL between RTS video-game players (VGPs) and non-VGPs (NVGPs) and investigated the underlying neural mechanisms. VGPs showed better performance in the early phase of training on the texture discrimination task and greater level of neuronal activity in cognitive areas and structural connectivity between visual and cognitive areas than NVGPs. These results support the hypothesis that VPL can occur beyond the visual cortex.</P>

비주얼 메타포를 활용한 정보 시각화 연구 - 나이젤 홈즈의 인포그래픽을 중심으로 -

박혜진 한국일러스트레이션학회 2021 일러스트레이션 포럼 Vol.22 No.69

본 연구는 정보 시각화의 다양한 접근법에 대한 고 찰을 토대로 정보 시각화에서 비주얼 메타포의 활용 을 살펴봄으로써 그에 따른 정보 전달의 효율성을 논 하고 정보 시각화의 표현방법에 대한 확장을 도모하 는데 연구의 목적이 있다. 이를 위해, 정보 시각화에 대한 전반적인 이론적 체계를 갖추었고, 서술적 접근 법을 근거로 비주얼 메타포의 활용에 관한 구체적인 사례 분석을 위해, 영국의 그래픽 디자이너 나이젤 홈즈의 이미지형 인포그래픽으로 분석대상을 한정하 여 정보 시각화 체계와 표현적 특성을 분석하였다. 분석결과를 정리하면, 정보 시각화에서 시각적 연상 을 통해 커뮤니케이션을 하는 비주얼 메타포의 활용 은 드러내는 것과 내재되어 있는 것이 다르지만, 공 통적 이해관계 속에서 새로운 의미로 이어져 창의성 을 발현시킴을 파악할 수 있었다. 이러한 효과적인 결과를 도출해 내기 위해서는, 탄탄한 정보 콘텐츠의 구조와 스토리텔링을 근거로 정보 콘텐츠의 의미와 핵심 메시지를 풍부하게 전달함으로써 콘텐츠의 본질 과 진의를 드러내 주어 정보 수용자로 하여금 적극적 으로 정보를 해석하고 탐색할 수 있도록 해야 한다. 또한 비주얼 메타포를 단순히 유머와 재미를 위한 장 치로만 활용하기보다는 정보 콘텐츠에 적합한 시각적 메커니즘과 맥락적 특성을 반영한 정보 해석의 사고 력이 어떻게 연계되고 상응되는지를 고려한다면 더욱 효율적인 정보 시각화로의 접근이 가능할 것이다. The object of this study is to examine the use of visual metaphors in information visualization based upon various approach methods of information visualization and to understand the effectiveness of information delivery. In addition, it focused on expanding the expression method of information visualization through the use of visual metaphors in information visualization. This study examined the overall theoretical system on information visualization. For the case analysis of the use of visual metaphors, the subject of analysis was limited to the static infographics designed by Nigel Holmes, who is a British graphic designer focused on information design, and the information visualization system and the characteristics of expression were analyzed. As a result of this study, although what is revealed and what is implicated differ in the use of visual metaphors that communicate through visual association in information visualization, the use of visual metaphors led to new meanings in a common interest, leading to creativity. To derive such an effective result, it is necessary to reveal the essence and truth of the contents by richly delivering the meaning and core message of the information contents based on the solid structure and storytelling of the information contents so that users can actively interpret and explore information. Moreover, if we consider how visual metaphors relate to the visual mechanism suitable for information content and the thinking ability of information interpretation that reflects contextual characteristics rather than using only as a device for humor and fun, it can lead to more efficient information visualization.

‘뻗기’ 및 ‘쥐기’를 이용한 과제지향적 접근법이 시지각과 시야탐색능력에 미치는 영향

이용주(Lee Yong-Ju),안명환(Ahn Myung-Hwan),김성신(Kim Sung-Shin) 대한치료과학회 2015 대한치료과학회지 Vol.7 No.2

Objective: The purpose of this study was to investigate how a task-oriented approach that applies ‘reaching’ and ‘grasping’, which can influence the visual perception processing path and domain, affects overall visual perception and vision recognition ability. Method: A total of 30 patients with damaged visual perception ability due to brain injury were randomly divided into an study and a control group. The study group underwent therapy involving a task-oriented approach that used ‘reaching’ and ‘grasping’ tasks. The control group received an existing general visual perceptive rehabilitation therapy. The overall visual perception ability, response speed and accuracy, visual attentiveness, and co ncentration change were assessed in both groups using MVPT-3, Dynavision, and Visual CPT. Data were analyzed by repeated measure ANOVA and ANCOVA. Statistical significance was set at p<.05. Results: Both groups showed a significant increase in overall visual perception ability, visual response speed and accuracy, and visual concentration and attentiveness after the therapy. No significant differences were noted between the two groups in overall visual perception ability. However, the results of the visual concentration and attentiveness test of the Visual-CPT showed a significant increase of reaction time in the study group compared to the control group. Conclusion: This study confirmed that a task-oriented approach using ‘reaching’ and ‘grasping’ can be a beneficial treatment for visual perception rehabilitation, with similar effectiveness to that of the visual perception task-based rehabilitation approach in general use.

인쇄광고에 나타난 비주얼 기능의 확장에 관한 연구

정창준 청주대학교사회과학연구소 2006 한국사회과학연구 Vol.28 No.2

광고메시지 전달에 방해가 되는 소음 등으로 광고환경이 어려워지는 이때에 소음을 무력화시키고 나아가기 위한 광고업계의 대안으로써, 창의적인 광고 아이디어의 개발과 표현에 집중하게 된다. 근래에 들어 광고표현요소인 카피와 비주얼의 조합에 대한 변화들이 일어나고 있는 데 특히, 비주얼 기능이 강조되고 카피 기능이 축소되는 크리에브 현상에 대해 주목하였다. 인쇄광고 표현에서의 비주얼 기능의 확장현상에 대한 기술적인 연구를 위해 3개장의 부분으로 나누어 이론적 논의를 전개 하였다. 첫 번째 장에서는 비주얼 커뮤니케이션의 확장과 비주얼 커뮤니케이션의 과정에 대해 논의하였는데, 광고 커뮤니케이션에서 비주얼에 대한 심층적인 이해를 위해 비주얼 커뮤니케이션의 과정과 현상을 논의하고, Aldous Huxley의 비주얼 이론을 중심으로 논의하였다. 이 논의를 통해 비주얼 커뮤니케이션이 문자 메시지에 비해 다른 차원의 기능과 구조를 가지고 있는 것을 확인하였으며, 두 번째 장에서는 인쇄광고에서의 비주얼 기능의 우세효과에 대해 선행연구 등을 중심으로 논의하였다. 비주얼에 대한 초기의 연구인 Shepard와 Standing 그리고 Lutz and Lutz의 연구과정과 결과를 논의하였는데, 실험을 통해 드러난 비주얼 우세효과를 확인 할 수 있었다. 세 번째 장에서는 이러한 광고비주얼의 수사적 장치는 결국, 그것을 소비하는 광고 수용자에게 효과적으로 기억되게 하는 것인데, 오늘날의 미디어 수용자는 많은 선행 연구 결과가 제시 하듯이 결코 수동적인 소비자가 아니라 적극적이고 능동적인 행태를 가진 것으로 카피가 없는 광고비주얼도 기꺼이 해석에 참여하는 능동적인 소비행태를 보이고 있다는 것이다. 따라서, 광고 메시지 제작자는, 노골적인 상업 메시지들이 시간을 두고 반복되는 경우에 수용자는 금방 지루하고 식상한 이야기로 치부하므로, 보다 장기적으로 은밀하게 텍스트 안쪽으로 그들만의 메시지를 감추어 광고 수용자의 능동적 성향을 이용하는 것이다. 이러한 논의들은 최근의 광고가 비주얼로서 카피의 기능까지를 확장하고 있는 현상을 어느 정도 설명할 수 있을 것으로 보인다. Through Environment for Advertising is getting more worse because of the noise which interrupts transmitting of the advertising messages and that is why advertising industry concentrates with developing creative advertising ideas and expression to paralyze the noise. With basis of this movement, there are changes in constituting copy and visual which are element of advertising expressions. This report is focused on the creativity where performance of visual effect is emphasized but performance of copy effect is decreased. It is divided into 3 proving sections and discussed theoretically in order to perform technical study for the performance of visual effect is being emphasized in expressions of printed advertisements. In the first section, it has discussed with regarding expansion and process of visual communication. To understand it deeply, it discussed process and effect of visual communication in the focus of Aldous Huxley's visual theory. This discussion confirmed that visual communication has different dimension in performance and structure. In the second section, it discussed advanced effect of visual performance on printed advertisings in the focus of precedence studies. It discussed precedence studies of study process and results by 'Shepard', 'Standing' and 'Lutz and Lutz' which are early studies of visual. This discussion proved advantage effects of visual. In the third section, the purpose of visual effects is that being remembered effectively by customers. However, as the precedence studies prove, today's media customers are not passive but active who participate to interpret the advertising messages even without copies. Therefore, producers of advertising messages use technique of hiding their messages secretly into inside of the texts to utilize customer's propensity and prevent bores and sicknesses by passing straightforward advertising messages over and over again. These discussions are good explanation of the reason of visual effect expands over its territory to copy effect in advertising expression these days.

역동적 시각-운동 통합 훈련이 시지각 처리 속도에 미치는 영향

송민옥 ( Min Ok Song ),이은실 ( Eun Sil Lee ),박성호 ( Sung Ho Park ) 대한통합의학회 2015 대한통합의학회지 Vol.3 No.4

Purpose: This study was conducted to test the impact of The Dynamic Visual-Motor integration training has effect on the visual perception reaction velocity. Dynavision were used to measure data from the participating 24 students(K college). Method : The participants were the 24 students of ``K`` College in Busan in there twenties. They were divided into the The Dynamic Visual-Motor integration training group and the control group. To know if the Dynamic Visual-Motor integration training has effect on the visual perception reaction velocity, the Dynamic Visual-Motor integration training was implemented triweekly for 4 weeks. In Dynamic Visual-Motor integration training the ball should be grasped with one hand and threw by an arm. Only the balls threw beyond the objective point were counted. The visual perception reaction velocity and the number of response were measured before and after experiment by Dynavision. Result : Firstly, the visual perception reaction velocity was increased in Dynamic Visual-Motor integration training group compared with control group. Secondly, the number of response was also increased in Dynamic Visual-Motor integration training group compared with control group. Conclusion : As a result of The Dynamic Visual-Motor integration training has an effect on the visual perception reaction velocity and the number of response. The Dynamic Visual-Motor integration training seems to be effective for cerebral apoplexy patient who has visual perceptional disability or cerebral palsy child in training for visual perceptional development or daily living activities development. Study participated by more detailed and practical patients in hospital is needed.

광고의 시각적 은유에 관한 연구-수용자 반응을 중심으로-

안현정 ( Ahn Hyun Jung ),송민희 ( Song Min Hee ) 한국디자인트렌드학회 2008 한국디자인포럼 Vol.18 No.-

IMF이후 감성광고의 증가와 2000년 대선과 2002년 월드컵을 거치면서 이미지 중심의 감성광고가 차지하는 비중이 점점 더 커지기 시작하였다. 이와 더불어 카피중심의 광고에서 비주얼 중심의 광고로 그 중심이 이동되었다. 이미 광고 분야에서 언어적 측면에 대한 비주얼의 우월 효과는 여러 연구에서 검증되었다. 이에 이미지 중심광고에서 어떠한 표현기제를 사용하여 그 효과를 극대화 시킬 수 있느냐는 문제가 대두되기 시작하였고, 수사학적 표현인 은유, 환유, 직유 등 수사학적 비유법이 활발하게 사용되었다. 이러한 많은 수사적 표현중 시각적 은유는 수용자의 마음에 전달하는 이미지의 효과적 측면에서 언어적 은유보다 훨씬 강렬하다고 할 수 있다. 이는 시각적 은유의 두 영역 간 상호작용이 언어적 측면보다 명시적이며, 새로이 생성된 유사성이 강조되어 바로 눈앞에 제시되기 때문이다. 또한 수용자들로 하여금 그 의미를 그냥 읽게 하는 것이 아니라 밝혀내게 하는 것이기 때문에 수용자의 의식 속에 강하게 자리 잡게 된다. 본 연구는 광고에 시각적 은유를 사용함에 있어 의도된 메시지가 수용자에게 전달될 때 일어나는 반응의 문제에 대해 고려하였다. 이는 광고로 인한 자극의 문제도 중요하지만 이를 수용하는 수용자측면에서의 반응에 대한 문제가 더 중요하다는데 기인한다. 시각적 은유에 있어 수용자가 은유적 표현을 수용함에 문화적, 사회적 차이는 은유의 이해와 해석의 차이를 가져온다. 이에 시각적 은유에 있어 이러한 문화적 사회적 차이와 더불어 수용자의 성별, 연령별에 따른 인구통계학적 차이역시 시각적 은유의 이해와 해석에 있어 차이를 보일 것이라는 점에 기인 이에 대한 검증을 실시하였다. 이러한 검증 결과 시각적 은유를 수용함에 있어 수용자의 성별과 연령에 따라 시각적 은유수용에 차이가 있음을 알 수 있었다. 명시적 유형의 은유광고에 대해서는 남자가 명시적, 암시적 유형의 은유광고에 대해서는 여자가 높이 이해하는 차이를 보여주고 있었고, 연령이 낮을수록 오히려 명시적이고 형태적 유사성에 근거한 광고에 연령이 높을수록 암시적이며 내용적 유사성에 근거한 광고에 높은 반응을 보이고 있었다. 이는 매체의 다양성과 변화, 사회적 변화와 무관치 않다고 보여진다. 둘째, 또한 현재의 수용자는 과거 수동적 수용자가 아닌 능동적 개념을 가진 수용자로 시각적 은유에 있어 원관념(은유대상)과 보조관념(은유도구)사이의 유사성의 형식적 측면에 대해서도 적극적인 이해를 보여주었다. 이렇듯 수사학에서 출발한 은유는 기호학과 커뮤니케이션 이론, 언어학 차원에서 그리고 광고표현방법의 하나로 그 의미는 매우 크며 적절한 시각적 은유 활용은 매우 효과적이다. 광고가 기업에 미치는 영향은 매우 크다. 그렇기 때문에 이러한 수사적 표현 활용 시 광고제작자들과 광고주는 매우 신중해야 한다. 이러한 점에서 시각적 은유의 유형별 실 사례와 이에 대한 수용자의 반응을 확인하는 것은 필요한 과정이다. 또한 시각적 은유 사용 시 문화적 경험적 측면 뿐 만 아니라 성별, 나이별, 직업별, 거주지에 따라 활용되는 시각적 은유가 고려되어야 한다는 점을 시사하며, 이를 통해 좀 더 나은 효과적인 시각적 은유의 사용이 필요하다고 사료된다. Since the IMF crisis, with the help of increased sensual advertising, the 2000 presidential election, and the World Cup 2002, the importance of image-centered sensual advertising began to increase, and the focus has shifted from copy-centered advertising to visual-centered one. Many studies have reported superior effect of visual over verbal elements in advertising. Accordingly, the question that what kind of expression mechanism can be used for image-centered advertising to maximize such effect is emerging, while rhetoric figures of speech such as metaphor, metonymy, and simile are being widely used. Among these many rhetorical expressions, visual metaphor can be said to have a far more powerful effect in terms of the image delivered to the receiver. This is because interaction between two domains of visual metaphor is more explicit than verbal elements, and newly created similarities are emphasized and presented immediately. Moreover, it gives a strong impression to the consciousness of receivers, since it clarifies the meaning, rather than making them simply read it. This study examined responses of receivers of the message delivered by an advertisement through visual metaphor, from the notion that response of the receiver of an advertisement is much more important, although stimulation by an advertisement is important. In case of visual metaphor, cultural and social differences bring different understanding and interpretation on metaphor, when a receiver is exposed to metaphoric expressions. Therefore, verification analysis was conducted for the assumption that, along with these cultural and social differences, demographic differences of receivers such as age and sex also will make a difference in the understanding and interpretation of visual metaphor. As a result, it was found that receiver`s sex and age made a difference in the response to visual metaphor: men displayed better understanding on explicit types of advertising, while women showed better understanding on metaphor advertising of explicit and implicit type. Those who were younger responded better to explicit and formally similar advertisements, while those who were older did to implicit advertisements based on similarities of content, which is considered related to diversity and changes of media and social changes. Second, currently, receivers having positive concepts rather than passivity of the past showed positive understanding on formal aspects of similarities between original idea (the subject) and supporting idea (the image) of visual metaphor. Thus, starting from rhetoric, metaphor as one of the expression methods of advertising in terms of semiology, communication theories, and linguistics has high significance, and appropriate use of visual metaphor is highly effective. As advertising has a strong effect on companies, advertising producers and advertisers should be careful to use these rhetorical expressions. In this respect, it is necessary to examine cases of types of visual metaphor and receiver`s response to it. In addition, these results also imply that sex, age, occupation, and place of residence, as well as cultural experience should be taken into consideration in using visual metaphor, and more effective visual metaphor should be used.

EXAMINING THE ANTECEDENT AND CONSEQUENCES OF CONSUMER ENGAGEMENT WITH VISUAL BRANDED CONTENT ON PINTEREST

Jhih-Syuan (Elaine) Lin,Kuan-Ju Chen 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction The social Web is becoming more and more visual. While Facebook remains the leading social networking site (SNS), visual-based platforms such as Instagram and Pinterest have showed a significant increase in the proportion of online users worldwide (Greenwood, Perrin, & Duggan, 2016; Statista, 2017; Pew Research Center, 2017). The trend toward visual communication on SNSs is influenced by the emergence of advanced mobile technologies and the shifting habits of how social media users consume content today. While images displayed on Instagram are past-oriented sharing of memories, or present-oriented displays of creativity, Pinterest presents opportunities for future-oriented inspiration to evolve (Jin, Lin, Gilbreath, & Lee, 2017; Phillips, Miller, & McQuarrie, 2014). Pinterest also serves as a searchable archive of visual content, allowing users to seek and include brand-relevant pins and boards into their own aspirations and inspirations, thus facilitating the sharing of branded content (Phillips et al., 2014). Extant industry reports also suggest that Pinterest users are more likely to image-search for products, interact with sponsored pins, and show favorable attitudes toward advertising, compared with Facebook or Twitter users (McMullen, 2015; Ruscillo, 2017; Williamson, 2015). Considering the benefits of social media for global marketing and the role that imagery plays for developing international brands (Mikhailitchenko, Javalgi, Mikhailitchenko, & Laroche, 2009), this research focuses on the visual aspects of consumer engagement with branded content on Pinterest and investigates how such engagement leads to consumer-brand relationship building and Pinterest-inspired purchase intention. Theoretical Frameworks The extant consumer research has documented the superiority effect of visual content on facilitating persuasion (Childers & Houston, 1984; Miniard, Bhatla, Lord, Dickson, & Rao, 1991). Recent research on social media marketing also suggests that branded content with visual elements help generate favorable consumer responses (De Vries, Gensler, & Leeflang, 2012; Trefzger, Baccarella, & Voigt, 2016). The presentation of branded posts is directly related to the flow construct and trust (Bart, Shankar, Sultan, & Urban, 2005; Hoffman & Novak, 1996). Along this logic, consumer engagement, the degree to which consumers consume, contribute, and create social media content in relation to brands (Schivinski, Christodoulides, & Dabrowski, 2016), is likely to be influenced by brand-related visual cues on Pinterest. While consumption refers to consumers’ acquisition of both brand-created and user-generated content (Muntinga, Moorman, & Smit, 2011), contribution refers to consumers’ inputs to content created by brands or by other consumers (Shao, 2009). Further, creation is the highest level of engagement, which refers to consumers’ generation of brand-related content that could stimulate further consumption and contribution (Muntinga et al., 2011). Therefore, the visually dominant and appealing presentation style, such as appearance, layout, and images, on Pinterest would provide users with high information content, and is likely to increase both active and passive consumer engagement with brands (Bart et al., 2005). Consumer engagement is then expected to encourage social media users’ willingness to actively promote and endorse brand-related content, including organic and sponsored pins. Such volunteer display of their preferred brand-related content is likely to help engender eWOM communication and make such content become more influential in the social Web (Chu & Kim, 2011). As a result, users’ brand-related Pinterest activities are likely to enhance their relationships with brands (Rapp, Beitelspacher, Grewal, & Hughes, 2013) and their intention to purchase from the brands featured in the pins and boards (King, Racherla, & Bush, 2014). All hypothesized relationships are therefore formulated and displayed in Figure 1. Methods To test the proposed conceptual model, an online survey was conducted with participants recruited from a consumer panel administrated by Qualtrics. A total of 467 Pinterest users (58.2% female, Mage = 28.9, SDage = 5.6) comprised the sample, including Caucasian (76%), African American (7.5%), Hispanic (7.4%), Asian (6.9%), multiracial (1.3%), and others (.9%). The participants spent an average of 9.5 hours on Pinterest per week. Smartphones (54.8%) emerged as the most dominant devices for their Pinterest usage, followed by computers (34.9%) and tablets (10.3%). They had an average of 33.7 boards (Range = 1,233), 1,384.1 Pins (Range = 69,000), 930.1 likes (Range = 100,000), 319.0 followers (Range = 44,231), 65.0 following topics (Range = 3,442), 173.0 following people (including brands, Range = 7,000), and 102.0 following boards (Range = 6,000). To note, 78.3% of the participants reported that they made Pinterest-inspired purchases frequently (including 24.8% always, 24.4% usually, and 29.1% often). In addition, the participants were asked to answer questions pertaining to their perceptions of visual cues related to a self-selected brand on Pinterest, engagement with brand-related content, brand endorsing behavior, consumer-brand relationships, and Pinterest-inspired purchase intention (see Table 1). Results To test the proposed hypotheses, a two-step modeling approach following Anderson and Gerbing’s (1988) procedures was employed. The results of confirmatory factor analysis (CFA) showed that the measurement model achieved acceptable fit for the data (χ2 = 1178.30, df = 393, χ2/df = 2.99, RMSEA = .065, SRMR = .054, CFI = .930, TLI = .922). The constructs had good composite reliability (>.70). Factor loadings of the construct indicators were all above .70 with significant t values, which indicated good convergent validity for each of the construct items (Nunnally & Bernstein, 1994). Following Fornell and Larcker’s (1981) criteria, the results achieved satisfactory discriminant validity because the average variance extracted (AVE) for each factor was above .50 and greater than the squared correlations between each pair of constructs. The factor scores were then used to perform a path analysis for hypothesis testing which showed satisfactory fit of the conceptual model (see Figure 2). The results indicated that visual cues positively influenced consumer engagement with brand-related content (β = .68, p < .001), which positively led to brand endorsing behavior (β = .86, p < .001). Consequently, brand endorsing behavior positively enhanced the development of consumer-brand relationships (β = .97, p < .001) and increased Pinterest-inspired purchase intention (β = .48, p < .001). In turn, all hypotheses were supported. Discussion and Conclusion In response to the thriving academic interests in understanding how social media users connect and interact with international brands across SNSs (Hennig-Thurau, et al., 2010), this research sheds light on factors that determine social media users’ active discovery, creation, and distribution of visual branded content and the effects of consumer engagement on social media marketing outcomes. By focusing on Pinterest, the research findings showed that users, both men and women, actively seek inspiration from Pinterest across brand-relevant categories. They are highly engaged, open to brand activities, and ready to take Pinterest-inspired actions in the real world. The visual presentation of branded content plays an important role in generating consumer engagement, which is likely to act as a form of perceived relationship investment and subsequently stimulates brand endorsing and advocacy behavior (Simon & Tossan, 2018). Engaged Pinterest users search and select brand-relevant visual content, including sponsored pins, as part of their self-presentation to others (Phillips et al., 2014). Through such interactions with brands and other like-minded users on the platform, their relationships with brands and purchasing behavior are likely to be further enhanced. This research integrates several important literature streams in the conceptual model and employs a representative adult sample to provide theory-driven and generalizable insights into how visually-focused social media marketing works. Marketing managers face opportunities and challenges that social media and the interconnected international business environment present. Therefore, it is crucial to understand how social media users interact with brands on different platforms in order to tailoring brand strategies accordingly for fostering consumer engagement. Specifically, as Pinterest’s popular visual discovery engine continues to attract myriads of global users, managers should harness the power of visual content marketing and engage current as well as potential consumers on the platform, which could have a significant impact on consumer-brand relationship building and business performance in domestic and foreign markets. Building on the findings of this research, future studies should further delve into the psychological underpinnings and motivations that drive consumer engagement with visual branded content on SNSs across cultures and discover how paid, owned and earned brand communication on visual-based SNSs can help strengthen consumer-brand relationships.

시지각력이 이름대기에 미치는 영향

백은진(Eun Jin Paek),손영호(Young-Ho Sohn),김향희(HyangHee Kim) 한국언어청각임상학회 2011 Communication Sciences and Disorders Vol.16 No.1

배경 및 목적: '대면이름대기'는 자극 목표물에 대한 시지각적 사물인식 단계, 의미적 단계, 음운적 산출 단계 등을 거치는 이름대기 능력을 알아볼 수 있는 과제이다. 알츠하이머병 치매에서는 대면이름대기 능력이 유의하게 손상되며, 시각 오류가 흔히 관찰된다. 이에 반해 파킨슨병 치매군의 이름대기 능력 손상에 대해서는 연구자간 의견이 일치하지 않으며, 그 오류 유형에 대해 질적으로 연구된 바가 없다. 이에, 두 치매군의 전반적 인지 수준을 통제한 채 시지각력과 대면이름대기 능력을 측정하고, 시지각력이 대면이름대기에 미치는 영향을 살펴보고자 하였다. 방법: 알츠하이머병 치매군 32명과 파킨슨병 치매군 17명을 대상으로 Motor-free Visual Perception Test-Vertical format (MVPT-V)와 한국판 보스톤 이름 대기 검사를 실시하였다. 대면이름대기 오류 유형은 시각, 의미, 음소, 그 외 오류 등의 4가지로 분류하여 질적으로 분석하였다. 결과: 시지각력은 두 환자군 간에 유의한 차이를 보이지 않았으나 두 군 모두 정상 규준에 비해 저하되어 있었다. 이름대기 검사 결과에 있어 알츠하이머병 치매군이 파킨슨병 치매군보다 낮은 수행력을 보였으나, 오류 유형의 빈도에 있어서는 대부분 두 치매군 간의 차이는 없었다. 또한, 알츠하이머병 치매군의 시지각력이 저하될수록 대면이름대기 상의 시각 오류 빈도가 높아졌다. 논의 및 결론: 알츠하이머병 치매군과 파킨슨병 치매군의 시지각력 손상을 확인하였으며 시지각력이 대면이름대기 수행력과 연관이 있음을 알 수 있었다. 이에 따라, 치매 환자의 시지각력을 면밀히 평가하는 것이 바람직하며, 이름대기 장애 중재 시에는 시각 자극의 지각적 수준을 조절할 필요가 있다고 사료된다. Background & Objectives: Generally, confrontation naming involves the visual-perceptive stage, the semantic stage, and the phonological output stage. Patients with Alzheimer's disease (AD) may exhibit increased errors in the visual-perceptive stage when performing confrontation naming tasks as the disease progresses. On the other hand, the nature of the confrontation naming ability in patients with Parkinson's disease with dementia (PDD) is not fully understood. The purposes of our study were to compare the visual perception and confrontation naming abilities between patients with AD and patients with PDD and to determine if patients with PDD also exhibit visual errors on confrontation naming tasks. We also studied whether the visual perception ability affects confrontation naming performance. Methods: The subjects included 32 patients with AD and 17 patients with PDD. We administered the Motor Free Visual Perception Test—Vertical Format and the Korean version of the Boston Naming Test to all patients. We classified the patients' erroneous naming responses into four types (visual, semantic, phonemic, miscellaneous) in order to qualitatively investigate the naming performances. Results: The visual perception abilities of the two dementia groups were lower than that of normal people, but there was no significant difference between the two dementia groups. Also, the patients with AD showed significantly worse performance on confrontation naming tasks than did the patients with PDD. Furthermore, the two groups were not different in terms of the component ratio of error types. Discussion & Conclusion: We confirmed that the neuropathological changes in the two subtypes of dementia involve visual pathways that analyze the forms and shapes of visual stimuli. In view of the fact that the visual perception scores of the patients with AD had a significant effect on the ratio of visual error, our results support the visual hypothesis that has been proposed in previous studies.

볼링 숙련성과 시각탐색

송석현 ( Seok-hyun Song ),한동욱 ( Dong-wook Han ) 한국스포츠심리학회 2018 한국스포츠심리학회지 Vol.29 No.1

목적: 볼링 숙련성에 따른 시각탐색의 차이를 규명하고 QE의 탐색구간을 찾는데 그 목적이 있다. 방법: 숙련성에 따라 숙련자(M=12.2년의 볼링경험)와 비숙련자(M=1.44년)로 구분하였다. 볼링 핀이 10개인 가장 기본적인 상태에서 볼을 굴려 핀을 모두 넘어뜨리는 과제를 10회 실시하였다. 과제 수행 시, 시각탐색의 분석을 위해 시각-동작시스템과 안구 움직임 추적 장치를 사용하였으며, 산출된 자료인 숙련성에 따른 평균 시선고정시간, 시선고정빈도, 시선 영역별 시선고정시간, 시선 영역별 시선고정시간비율, QE와 관련하여 첫 스텝 시작 직전의 시선고정시 공을 놓기 직전의 시선고정시간을 독립 표본 t-검정을 실시하였다. 결과: 첫째, 숙련자는 비숙련자에 비해 긴 평균 시선고정시간을 보였다. 둘째, 시선영역별 시선고정시간과 시선고정시간비율에 대하여 핀 영역에서 비숙련자는 숙련자보다 오래 시선을 고정시키는 결과가 나타났으며, 에임 스팟 영역에서는 숙련자가 비숙련자보다 더 오래 시선을 고정시키는 결과가 나타났다. 즉, 숙련자는 에임 스팟 영역에 집중을 많이 하며, 비숙련자는 핀 영역에 집중을 많이 하는 것으로 나타났다. 셋째, 볼링 수행에서의 첫 스텝을 하기 직전의 시선고정시간은 숙련자가 비숙련자에 비해 높은 것으로 나타났으며, 공을 놓기 직전의 시선고정시간 또한 숙련자가 비숙련자보다 높은 것으로 나타났다. 결론: 숙련자는 비숙련자에 비해 더 경제적이고 효율적인 시각탐색을 나타내며 볼링 수행에 있어서는 숙련자는 에임 스팟에 시선을 오래 고정하며 비숙련자는 핀에 오래 시선을 고정하였다. 따라서 볼링 지도자는 이 결과를 바탕으로 볼링 학습자에게 볼링 수행 시 핀보다는 레인에 있는 에임 스팟에 집중하고 수행 할 수 있도록 지도할 필요가 있으며, 준비 동작시의 에임스팟의 시선고정과 공을 놓기 직전의 시선고정을 강조 할 필요가 있다. Purpose: The purpose of this research was to investigate the difference of visual search on expertise of bowling performance. Methods: For the purpose of this study, participants (N=10) were assigned to one of the groups defined by expertise levels which were comprised of 5 novices and 5 experts. Task was to throw a bowling ball into 10 bowling pins on a alley accurately. To acquire data on visual search such as average visual-fixation time, visual-fixation frequency, visual-fixation time by visual-region, visual-fixation time rate by visual-region, visual-fixation time just before the first step and visual-fixation time just before releasing the ball, vision-motion system and Dikablis Eye Tracking System were used. Results: The results by independent sample t-test on expertise levels were as following. Firstly, difference of visual-fixation time on expertise levels was statistically significant. The experts (M=1.26) had long average eye-fixation time than the novices (M=0.61). Secondly, visual-fixation frequency on expertise levels was not statistically significant. The experts (M=3.15) had less frequency than the novices (M=3.54). But it was not statistically significant. Thirdly, visual-fixation time and visual-fixation time rate by visual-region on pin and aim spot on expertise levels were statistically significant. Specifically, the novices (M=1.10, M=24.46%) had long visual-fixation time than the experts (M=0.75, M=1.69%) in pin-region and the experts (M=2.34, M=56%) had long visual-fixation time than the novices (M=0.52, M=10%) in aim spot- region. Fourthly, the experts (M=0.98) had higher the starting time just before the bowler’s first step compared with the novices (M=0.62). Also, the experts’ (M=1.27) visual-fixation time just before releasing the ball was higher than the novices (M=0.22). Conclusion: Bowling experts have an economic and efficient visual search strategy rather than novices. Especially, the expert showed that they focused longer on the aim spots. Thus, the leaders of the bowling need to tell novices to focus on aim spots.

광고 크리에이티브의 비언어적 요소에 있어서 비주얼 이미지에 관한 연구 -국내 인쇄매체 공익광고를 중심으로-

최정화 한국일러스아트학회 2009 조형미디어학 Vol.12 No.3

According to various researches on advertising, it is being found that a visual form of information transfer is more effective in message transfer than a copy. The area that a visual element occupies in most advertising is wider than the area that a copy element occupies. This is because the visual element makes advertising effects more actively and positively than the copy element and transfers feeling directly. In order to suggest a method for maximizing communication effects of domestic print media's public advertising, the present study analyzed reception attitude according to target segmentation about photograph images·illustration images, color·black and white·monotone, factual visual·metaphoric visual and picture image·character image according to a visual image type of a nonverbal element in advertising creative. As a result, the reception attitude about a photograph image and an illustration image showed a significant difference according to the gender and the age, and it appeared that preference of the illustration image is high. The color reception attitude showed a significant difference according to the age and the income, and it appeared that they generally prefer color very much. The reception attitude about the factual visual and metaphoric visual showed a significant difference according to the gender and the age, and it appeared that they prefer the factual visual to the metaphoric visual. The reception attitude about picture image·character image-oriented advertising showed a significant difference according to the gender, the academic background and the income, and it appeared that visual image-oriented preference is much higher. 광고에 관한 여러 가지 연구에 의하면 메시지 전달에 있어 시각적 형태의 정보 전달이 카피보다 효과적이라는 것이 밝혀지고 있다. 대부분의 광고에서 비주얼 요소가 차지하는 면적은 카피 요소가 차지하는 면적보다 더 넓다. 이는 비주얼 요소가 카피 요소보다 훨씬 능동적이고 더 적극적으로 광고의 효과를 만들어 내며 감정을 직접적으로 전달한다는 점 때문이다. 본 연구에서는 국내 인쇄매체 공익광고의 커뮤니케이션 효과를 극대화하기 위한 방안을 제시해보고자 광고 크리에이티브에 있어서 조형적 요소의 비주얼 이미지 유형에 따라 사진 이미지·일러스트레이션 이미지, 컬러·흑백·모노톤, 사실적 비주얼·은유적 비주얼, 그림 이미지·문자 이미지 에 대해 대상 세분화에 따른 수용태도를 분석해보았다. 그 결과 사진 이미지와 일러스트레이션 이미지의 수용태도에 있어서는 성별, 연령별 유의한 차이를 보였으며, 일러스트레이션 이미지가 선호도가 높은 것으로 나타났다. 컬러의 수용태도에 있어서는 연령별, 소득별 유의한 차이를 보이며, 전체적으로는 칼라를 매우 선호하는 것으로 나타났다. 사실적 비주얼과 은유적 비주얼에 있어서는 연령별, 직업별 유의한 차이를 보이며, 은유적 비주얼보다 사실적 비주얼을 더 선호하는 것으로 나타났다. 시각이미지 위주와 문자 위주의 광고에 있어서는 성별, 학력별, 소득별 유의한 차이를 보이고 있으며, 시각이미지 위주의 선호도가 월등히 높은 것으로 나타났다.