키워드 광고에서의 크리에이티브인게이지먼트 요인 탐색 = A Study of Creative Engagement in Keyword Advertising

국문 초록 (Abstract)

본 연구의 목적은 검색광고 카피에서의 인게이지먼트 속성을 탐색하는 것이다. 연구 목적을 위해 소비자의 관여가 높을 것으로 예상되는 키워드 광고상품에서 학자금 대출과 청바지 상품을 선정하고 해당 상품별 키워드 광고의 T&D에서 인게이지먼트 관련 내용을 분석하고 소비자 인식조사를 실시하였다. 이를 통해 인게이지먼트의 하부 구성개념을 추출한 후 각 요인이 메시지 태도에 어떠한 영향을 미치는지를 분석 하였다. 연구결과는 다음과 같다. 먼저, 선행연구에서 언급된 경험적 요인과 관련한 키워드 광고 유형을 조사한 결과, 학자금 대출은 이성적, 생활제안형 유형이 많은 반면, 청바지는 감성적 유형이 많이 나타났다. 소비자들의 인게이지먼트 인식 내용은 학자금 대출상품은 신뢰성, 물리적 장점 등 주로 이성적 표현에서 청바지는 시의성, 개인관련성, 흥미, 상황 요인, 물리적 장점, 신뢰성 등 주로 감성적, 상황적(TPO) 내용을 담은 표현에서 많이 나타났다. 또한, 크리에이티브 인게이지먼트 요인이 메시지 태도에 미치는 영향을 살펴보기 위해 ‘청바지’ 상품의 T&D를 조사한 결과 사전관련성, 경험, 몰입, 감정 고양 등 4개의 요인에서 유의한 하부구성항목이 적출되었으며, 이들 요인은 각각 메시지 태도에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 분석된 내용을 바탕으로 크리에이티브 인게이지먼트를 높이기 위한 실무적 시사점을 제시하였다.

다국어 초록 (Multilingual Abstract)

This study was designed to explore engagement-related characteristics in search (keyword) advertising. Expressive characteristics were analyzed, for this purpose, in titles and descriptions (T&D) of search advertisements. Some expressions seemed engaging were extracted, with which an open-ended survey was conducted to ask the reason of being perceived engaging. Findings of the study are as follows. First, affective types were found more in T&D of jeans, while rational and life-suggestive types were found more in those of student loan, Second, reasons of perceiving engagement were detected to be different according to product types. Engagement in jeans was reported to be perceived mainly on affective and situational expressions, specifically ones indicating timeliness, personal relatedness, interest, circumstances, physical advantages, and trust. Engagement in student loan was reported mainly on reason-related expressions such as ones indicating trust and physical advantages. Second, a survey was conducted to explore the impact of engagement factors on keyword advertising of jeans. Results revealed four factors such as pre-relevance, experience, immersion, emotional enhancement, which have statistically significant impact on attitudes towards advertising message. Both theoretical and practitional suggestions were given on the development of engagement factors of advertising creative works.

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