TV 드라마에서의 제품 배치(PPL)의 광고효과 측정 : 암묵적 기억 측정을 통한 접근 = The Advertising Effects of PPL in TV Dramas: Identification by Implicit Memory-based Measures

국문 초록 (Abstract)

본 연구는, 회상이나 재인과 같은 명시적인 기억의 측정이 아닌, 암묵적 기억의 측정을 통하여 TV드라마에서의 간접 광고 PPL의 효과를 검증하고자 하였다. 연구는 예비실험을 거쳐 2개의 본 실험으로 진행되었으며, 예비실험에서는 명시적인 기억 수준에서 PPL의 효과를 측정하였고, <실험 1>에서는 암묵적 기억의 측정방식으로 주로 사용되는 문장 완성 검사를 통해서 PPL 효과를 검증하였다. <실험 2>에서는 점화효과의 이론을 응용하여, TV 드라마 후에 제공되는 프로그램 광고의 기억 측정을 통해서 PPL의 효과를 간접적으로 측정하였다. <실험 1>에는 101명, <실험 2>에서는 171명의 대학생들이 참가하였으며, 각각의 실험에서, 실험집단에는 PPL이 있는 TV 드라마를 시청하게 하였고, 통제집단에게는 PPL이 없는 TV 드라마를 시청하게 하였다. <실험 1>의 결과, 문장완성검사에서 실험집단이 통제집단에 비해 PPL 브랜드와 관련된 문장완성 수행점수가 높게 나타났다. <실험 2>의 결과, 12편의 프로그램 광고 중에서, TV 드라마에서 PPL로 노출되지 않은 브랜드의 광고(비타깃 광고)에 비해, 드라마에서 PPL로 노출된 브랜드의 광고(타깃광고)의 회상이 높았으며, 또한 실험집단과 통제집단 간에 PPL된 타깃광고의 회상 및 기억에서 유의미한 차이가 발견되었다. 이 결과들은 PPL의 광고효과는 분명히 존재한다는 것을 의미하며, 나아가, PPL과 같은 간접 광고의 효과 측정을 위한 새로운 접근법을 제시하고 있다.

다국어 초록 (Multilingual Abstract)

This study aimed to examine advertising effects of PPL in TV dramas with measuring the priming effects due to implicit memory indirectly as an alternative to the prior way which have relied on direct recall or recognition for brands. The study consisted of a pilot test and two main tests: the pilot test to measure the explicit memory for PPL, the first test to measure the implicit memory for PPL through the priming theory of advertisements after PPL in TV dramas, and the second test to measure the effects of PPL using the sentence completion test which have mostly used to estimate implicit memory.
The result shows that there is a significant difference in the rate of memory for advertisements after TV dramas according whether there exists priming effects of PPL or not, and there is a significant difference in the rate of sentence-completions according to whether there exists PPL or not. The result from the fist test suggests that the implicit memory for PPL can be verified by revealing the priming effects of PPL on the memory for advertisements after TV dramas though PPL in TV drama has very limited stimuli to have effects on explicit memory. Also, the result from the second test is consistent with the result from the first test, and it supports that it is a validated way to test the effects of implicit memory for PPL using priming effects.

참고문헌 (Reference)

1 "제품배치와 브랜드 배치의 효과와 문제점" (3) : 10-15, 2003

2 "정보원의 전문성과 시청자의 유행관여도에 따른 간접광고의 효과 TV 드라마 속 패션상품 PPL을 중심으로" 14 (14): 95-115, 2003

3 "인간 기억의 암묵적 인출과 외현적 인출의 인지신경심리학" 14 (14): 267-290, 2002

4 "상표이름에 대한 기억성과의 분석 학습방법과 측정방법에 따른 차이 검증" 8 (8): 9-29, 1997

5 "광고에서 암묵적 기억 효과 상표관련 기억과 태도에 미치는 영향" 10 (10): 39-61, 1999

6 "광고 속의 광고에 대한 효과 TV-CF에서 제시되는 PPL광고의 효과" 40-51, 2002

7 "the transfer of word repetition effects across task and modality" 3-12, 1979

8 "Viewers' recognition of brands placed within a film" 15 : 140-151, 1996

9 "The cost efficiency and communication effects associated with brand name exposure within motin pictures" West Virginia University 1987

10 "Some characteristics of posthypnotic amnesia Journal of Abnormal Psychology" 123-131, 1965

11 "Simulating amnesic symptoms in normal subjects" 1243-1244, 1982

12 "Should product placement in movies be banned Journal of Promotion Management" 159-175, 1994

13 "Remembering without awareness Canadian Journal of Psychology" 300-324, 1982

14 "Product placement, unpublished working paper, department of marketing" University of Strathclyde 1995

15 "Product placement in movies The effect of prominence and mode on audience recall Journal of Current Issues and Research in Advertising" 47-59, 1998

16 "Priming effects in word-fragment completion are independent of recognition memory Journal of Experimental Psychology" 336-342, 1982

17 "Priming across modalities and priming across category levels Extending the domain of preserved function in amnesia Journal of Experimental Psychology" 385-395, 1985

18 "On the relationship between auto-biological memory and perceptual learning Journal of Experimental Psychology" 306-340, 1981

19 "On the relations among priming Evidence from neuroimaging research Neurobiology of Learning and Memory" 284-303, 1998

20 "Memory-based measures for assessing advertising effects A comparison of explicit and implicit memory effects Journal of Advertising 30" 1-13, 2001

21 "Memory for unattended events remembering with and without awareness" 105-111, 1984

22 "Measuring and accessing the impact of preattentive processing on ad and brand attitudes" 27-44, 1997

23 "Journal of Verbal Learning and Verbal Behavior" 553-568, 1984

24 "Journal of Experimental Psychology" 501-518, 1987

25 "Identity priming in recognition familar faces British Journal of Psychology" 373-383, 1985

26 "Effects of brand placement in feature films in The Proceedings of the 1994 Conference of the American Academy of Advertising" 90-96, 1994

27 "Effects of brand name exposure on brand choices Advances in Consumer Research" 288-294, 1997

28 "Defining advertising goals for measured advertising results Association of National Advertisers" 1961

29 "Cross modality facilitation in Tachistoscopic word recognition Quarterly Journal of Experimental Psychology" 79-96, 1983

30 "Comparing implicit and explicit memory for brand names from advertisements Journal of Experimental Psychology" 147-163, 1996

31 "Bulletin of the Psychoomic Society" 373-380, 1990

32 "Brand recall for product placements in motion pictures paper presented to the conference of the association for education in journalism and mass communication" 1994

33 "Affective and cognitive factors in preferences Journal of Consumer Research" 123-131, 1982

34 "A model for predictive measurements of advertising effectiveness Journal of Marketing" 59-62, 1961