관여도에 따른 광고 메시지구조에서의 양상(modality) 효과와 광고프레임별 영향력 효과 = The Modality Effect on Advertising Impacts Moderated by Involvement

국문 초록 (Abstract)

본 연구에서는 기존에 진행되어온 양상(modaity)에 대한 연구를, 광고 메시지 차원에서 시각적 및 청각적 요인의 영향력에 대한 소비자들의 태도 및 행동적 변수의 영향력을 측정하여 수행하였다. 이를 위해서 제품 관여도를 조절 변수로 사용하였으며, 광고 메시지를 프레임별로 접근하여 각각의 프레임에서의 두 요인의 역할과 영향력에 대해서 평가하였다. 연구결과, 청각적 요소가 시각적 요인에 비해서 소비자들의 태도 및 행동적 변수에 대한 영향력에 더 큰 영향력을 미치는 것으로 나타났으며, 15초의 광고시간동안 시계열적인 프레임으로 구분하는 경우에 단계별로 시각적 요인과 청각적 요인의 광고 영향력이 차이가 존재하는 것으로 나타났다. 15초의 광고시간동안 시계열적인 기승전결에 따른 4단계 프레임으로 구분하여 분석하는 경우에, 단계별로 시각적 요인과 청각적인 요인의 광고 영향력이 차이가 존재하는 것으로 나타났다. 즉 양상(modality)에 따라서 광고 메시지의 초기단계에서는 시각적 요소가 강하게 작용하는 시각적 초기효과를 나타내었으며, 후반으로 진행될수록 청각적 최근효과를 보이는 것으로 나타났다. 즉 방송광고 구조에서 초기에는 시각적 초기효과를 보이는 것으로 나타났다. 즉 방송광고 구조에서 초기에는 시각적 초기효과(visual-primacy effect), 후반에는 청각적 최근효과(auditory-recency effect)의 패턴으로 나타남을 확인할 수 있었다.

다국어 초록 (Multilingual Abstract)

The stepwise effect of visual and auditory element of advertising message toward consumer's attitude and behavior is illuminated on this research. For the purpose of revealing this modality effect, the advertising stimulus is framed by 4 stages, according to the Korean traditional plot theory, as is identified on the narrative structure. Also, the product involvement is adopted as moderate variable, In summary, the result shows auditory element is predominant to the visual element on the context of advertising, especially, it affects attitude and behavioral variables such as liking, understanding and purchase intention. For the short time of 15 seconds, there resides plot in the advertising narratives, also. this phenomenon of visual-primacy effect and auditory-recency effect is revealed.

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