ASMR 커뮤니케이션 효과의 검증: 수용자의 자극추구성향과 제품 특성을 중심으로

이정교,고경아 한국광고학회 2023 광고학연구 Vol.34 No.2

This study examines the effects of ASMR triggers on consumer responses to TV advertising under varying kinds of products, namely hedonic and utilitarian products. This study also examines how consumers' sensation seeking behavior moderates the magnitude of such effects. The results showed that the positive effect of ASMR is found to be more pronounced for hedonic products than utilitarian products. Further, 3-way interaction effects between ASMR, product type and sensation seeking were reported. Specifically, the result shows that two-way interaction between ASMR and sensation seeking was significantly moderated by product type. 이 연구는 광고에서 ASMR 자극의 사용이 소비자의 광고 반응에 어떠한 영향을 미치는지 실험연구를 통해 살펴보았다. 구체적으로 ASMR을 사용한 광고의 효과가 제품 유형과 소비자의 자극추구성향에 따라 어떻게 달라지는지 검증하였다. 본 연구에서 제시된 연구가설을 검증하기 위해 2(ASMR 사용 여부: 사용/비사용) X 2(제품유형: 쾌락적 제품(맥주)/실용적 제품(세제)) X 2(소비자의 자극추구성향: 높음/낮음)에 따른 집단 간 요인설계를 이용한 실험이 이루어졌다. 온라인 조사회사 M사의 성인 패널들을 대상으로 전국적 무작위 층화표집(random stratified sampling) 방법을 이용해 총 223명이 실험에 참여하였다. 연구결과, ASMR 자극을 사용한 광고에 대한 소비자의 태도는 실용적 제품보다 쾌락적 제품에서 긍정적으로 나타났다. 또한 브랜드태도에 대해 ASMR 사용 여부, 자극추구성향, 제품 유형 간에 유의미한 삼원 상호작용 효과가발견되었는데, 쾌락적 제품의 경우 ASMR 광고에 대한 소비자 반응은 자극추구성향이 높은 소비자보다 낮은 소비자에게 긍정적으로 관찰되었으나, 실용적 제품의 경우에는 반대되는 결과가 도출되었다. 이러한 결과는 ASMR 사용에 관심을 가진 광고주나 콘텐츠 크리에이터의 보다 효율적인 타깃팅과 광고전략 수립에 도움이 될 것으로 기대한다.

미국 잡지광고에 나타난 기업광고 전략의 시차적 분석

이정교,박재진 한국커뮤니케이션학회 2005 커뮤니케이션학연구 Vol.13 No.4

This study documents advertisers' application of corporate advertising in popular magazines over time. A content analysis of 773 corporate advertisements revealed that there were significant differences in the usage of corporate advertisements among different industry groups across four time periods. The results indicated that corporate advertisements appearing in Time magazine between 1970 and 2000 were overwhelmingly dominated by image advertisements rather than advocacy advertisements. Further, time trends present a stark contrast between image and advocacy advertisements in terms of frequency changes. The corporate identity advertisements were found to be the prevailing form of image advertisements, whereas the issue position advertisements dominated other types of advocacy advertisements, such as counterargument advertisements. Financial and chemical industries were found to be heavy users of corporate advertising. Implications for the results are discussed. 본 연구는 1970년부터 2000년 까지 미국 광고주들의 기업광고의 사용 행태에 대해 통시적 분석을 실시하였다. 총 773개의 잡지광고의 분석결과 상이한 산업 군에 속한 기업들 간에 기업광고 이용전략에 있어서 네 분석시기 동안 유의미한 차이가 발견되었다. 본 연구결과에 따르면, 1970년부터 2000년 사이에 잡지에 나타난 기업광고들은 이미지광고가 옹호광고(advocacy advertising)에 비해 압도적으로 많이 발견되었고, 이 두 가지 기업광고 유형의 사용빈도는 시간의 흐름에 따라 큰 차이를 보여 주었다. 기업광고의 사용은 1970년대와 비교해 봤을 때 2000년대에는 상당부분 감소한 것으로 발견되었으나, 이러한 감소 추세에도 불구하고 이미지광고의 사용은 지속적으로 증가한 것으로 나타났다. 기업광고의 유형별로 분석해 봤을 때는 기업정체성 광고가 이미지 광고 중에서 가장 광범위하게 사용된 기업광고의 형식으로 발견되었고, 여러 옹호광고의 유형 중에서는 이슈 광고가 주류를 이루는 것으로 나타났다. 특히, 기업 이데올로기 광고와 논박광고(counterargument advertising)는 옹호광고 중에서도 아주 드물게 사용된 유형으로 발견되었다. 광고주들의 산업 군별로 살펴봤을 때는 금융업과 화학업계에 속한 기업들이 분석기간 동안 기업광고를 가장 광범위하게 사용한 것으로 나타났다.

국제박람회 사이트 디자인에 관한 해석연구 : ‘시각적 상호관계의 구조’론을 중심으로

이정교 한국공간디자인학회 2012 한국공간디자인학회논문집 Vol.7 No.3

국제박람회란 거시적 측면에서 각 국가는 물론 브랜드와 관련된 이미지들이 가장 적합하게 계획되어 메시지를 전달하고자하는 결과물들의 총체적인 집합체이다. 미시적 측면에서는 주제와 전시물(상품)에 대해 그 기능과 역할, 외형 그리고 내재된 가치의 상호작용까지 고려되어 모든 관계 요소들이 조화되어 전시 공간으로 연출되어진 장소이다. 이러한 전제로 본 연구에서는 박람회사이트의 주요 기능(목적과 방향, 물리적 환경, 동선, 컨텍스트, 배치와 조형적 형태 등)인 물리적 환경 요소와 공간 구조물(전시장 및 조형적 맥락)의 상관관계성을 해석하는데 연구의 목적이 있다. 그러므로 본 연구에서는 3차원 조형론인 ‘시각적 상호관계 구조’를 중심으로 박람회 사이트의 공간 조형 특성을 추출하고, 그 추출된 특성의 분석 모형을 통해서 선정 사례를 분석한다. 이와 같은 연구를 통해서 국제박람회 사이트 디자인과 ‘시각적 상호관계의 구조’가 매우 중요한 상관성이 있다는 것을 입증하였으며, 그 특성들이 국제박람회 사이트 기본디자인에 영향을 미치고 있다는 것을 알 수 있었다. In a macro perspective, international fair is an aggregation to deliver the well planned out messages of both the country’s and the brand’s images. In the micro perspective, it is a place where several elements of both the theme and the products’ function, design and the indwelling value is presented as a part of the exhibiting space. With such premise, this study focuses on interpreting the interrelation between main function of the fair's site(purpose and direction, physical environment, line of movement, context, placement and structural shape, etc) and the factors of physical environment in additional to the structure of the space (exhibition space and the structural context). Therefore in this study, the space design aspects of the fair site will be surveyed through using the structure of visual relationships. The aspects that are surveyed will form the analysis matrix and such will be used to analyze the selected site. Through such study, the importance of the relationship between the design of the international fair site and the structure of visual relationships was proven. Also, it was able to see that such aspects put a great amount of influence on the basic design of the site.

악성종양 환자에서 동반된 범발성혈관내 응고증으로 발생한 자발성 뇌경막하혈종

이정교,임만빈,김인홍 대한신경외과학회 1985 Journal of Korean neurosurgical society Vol.14 No.4

The spontaneous subdural hematoma due to dural metastasis is a rare events. It is suggested that disseminated intravascular coagulation (DIC) and vascular obstruction due to invasion, of the dural vessel play the important factors in the formation of the subdural hematoma in cancer patient. The authors presented 5 cases with a review of the literature.

腰椎 腹膜間 短絡術

이정교 啓明大學校 醫科大學 1986 계명의대학술지 Vol.5 No.2

Two patients of communicating hydrocephalus were treated by the lumboperitoneal shunt. The lumboperitioneal shunt provided an attractive and technically simple solution in communicating hydrocephalus. Additionally, lumboperitoneal shunting should be considered as a primary mode of treatment in communicating hydrocephalus. The efficacy of this procedure was documented and literature was reviewed.

상의성 낭종 1예

이정교,김재연,임만빈,김인홍 대한신경외과학회 1985 Journal of Korean neurosurgical society Vol.14 No.4

A case of intracerebral ependymal(neuroepithelial) cyst of developmental origin is presented. The cyst had no communication with ventricular system or subarachnoid space. The protein content of cyst fluid was higher than that of the CSF. The preoperative, postoperative CT scan and operative findings are presented. The authors reviewed and discussed the previously reported cases.

통합커뮤니케이션 환경디자인에 관한 연구 : 21세기 복합환경 패러다임 인식을 중심으로

이정교 건국대학교 조형연구소 1999 조형연구 Vol.7 No.-

This research is to explain the paradigm of the various environments of information network society along with the relationship between future environment of integrated communication and technology on the 21st Centry environment, and to illustrate the info-telecommunication environment that applied in high quality of life. In addition, this paper will clearly state the new paradigm through prediction on the upcoming millennium by new directions for the information network society. Furthermore, this research is a foresight on changes of space paradigm in environmental design and its associated environments in the age of information society looking at the changes in values and lifestyles in the 21st Century. By studying the information society of environments and telecommunication, we will be able to see the new concepts of human environmental space of transition between changes of technological environments and communications. In this respect, the changes of existing environments of technology including high-tech and high-touch. Therefore this research will propose the new paradigm about the change of environment from the industrial society to the information network society according to the contemporary transformation between human and technology by understanding the present situation of info-telecommunication.

사인커뮤니케이션 디자인에 관한 연구 Ⅰ : focus on the traditional media factors

이정교,왕종은 홍익대학교 산업디자인 연구소 2002 미술디자인 논문집 Vol.- No.7

요추간판탈출증 현미경 수술에 대한 임상적 연구

이정교,김영수 대한신경외과학회 1984 Journal of Korean neurosurgical society Vol.13 No.4

The lumbar discectomy has steadily improved since its introduction by Mixter and Barr in 1934. The results of standard discectomy are good, but surgeons must still contend with the "failed dise" syndrome. This is most likely caused by excessive damage to the contents of the epidural space during surgery. The application of microsurgical techniques to lumbar discectomy greatly minimizes disruption of the integrity of normal anatomy. Meticulous hemostasis may help to speed the process of convalescene, and the retention of epidural fat around the nerve root may help to prevent adhesions, which is a common cause of late, "failed disc" syndrome. High resolution computerized tomography of the lumbar spine provides an accurate means of preoperatively assesing both bony and soft tissue pathology of the spine, including nerve roots and the thecal sac. The author reviewed 84 cases of microsurgery of herniated lumbar discs at Yonsei University, Severance hospital and Young Dong hospital from April, 1982 to August, 1982 to August, 1983. Conclusions: 1) Among 84 patients, the ratio of male to female was 1.63 : l(52pts:32pts) and cases in the 3rd and 4th decades were 60.7 % of the total. 2) The most frequent level of herniation was L4-5 intervertebral space (73%), left side. 3) In preoperative studies, a spinal CT scan was taken in 78pts (93%), and in 31pts (37%), a spinal CT scan alone was taken. The accuracy of spinal CT scan was 100%. 4) Of operative findings, 50lesions (60%) were identified as protruding discs and 34 lesions (18.1 %) as ruptured ones. 5) Among 84 cases, 31pts (37%) received flavotomy and 53pts (63%) received flavectomy or small partial hemilaminectomy. 6) The advantages of microsurgery of herniated lumbar discs were magnified vision and brilliant illumination, precise identification of structures in deep fields (including nerve root and its related structures), a marked advantage to dissect the adhered nerve root to its surrounding structures, its capacity to preserve the integrity of normal tissue, and meticulous hemostasis. This resulted in marked reduction in immediate postoperative pain, early ambulation and early discharge. 7) 100% of microsurgery for herniated lumbar disc disclosed from good to excellent results. 8) After microsurgery, no cases needed re-operation and there were no recurrent disc herniations.

냉동보관된 자가골편을 이용한 두개골성형술

이정교,최중언,김영수,정상섭,이규창 대한신경외과학회 1984 Journal of Korean neurosurgical society Vol.13 No.2

Authors made a clinical analysis on 17 patients who were reconstructed with autogenous cranioplasty using refrigerated bone flap at the Department of Neurosurgery, Yonsei University College of Medicine from March 1982' to April 1984, and the results were summarized as follows; 1) The use of refrigerated autogenous bone flap for cranioplasty provided best cosmetic appearance due to natural contour and early operation within 3 months. 2) This procedure was simple with reduction of operating time. No infection nor foreign body reactions were found. 3) There were psychological benefits due to use of autogenous bone flap and radiodensity was appropriate for diagnosis and treatment. Cranioplasty using refrigerated bone flap was thought to be safe and ideal procedure.