영화 포스터광고의 소구유형에 따른 수용자 인식 연구 = 중관람자층을 중심으로

다국어 초록 (Multilingual Abstract)

There are various factors to watching a movie including personal factors and environmental factors. Of these factors, personal preference, which is formed based on acquired information about the movies experienced in the past, take a large part in selecting movies. On the other hand, environmental factors are mainly influenced by the experience, attitude, and value of a reference group. Also, the influence by the reference group is usually formed through the process of exchanging information in the community one belongs such as the family and the society. Consumer activity involving movie, whether from personal factors or environmental factors, primarily begins with the reasonable process of acquiring information. Since the birth of movie and until now, the main channel for the movie consumers to acquire primary information was the movie poster. Because movie posters generated marketing effects with the least cost by providing a variety of meaning and information through text or images within a frame, movie poster advertisement hold a vital part in movie marketing. In particular, in the present online promotion age, posters can be disseminated rapidly using the least amount of time and space. Therefore, they act as important means to promote primary interest for the movies. Hence, this study analyzed the taste for poster advertisement based on the appeal types of movie consumers who have frequent contacts with movie-related media and are familiar with online purchasing. Based on the analysis, the study finally categorize the features of three kinds of consumer preferences.