미디어광고를 통한 무용공연 홍보효과 연구

Abstract

20세기 사회의 성장과 함께 생활이 안정화됨에 따라 문화산업에 대한 대중의 생각은 많이 변화하였으며 무용예술에서도 영향을 받아 광고의 역할이 중요한 부분을 차지하게 되었으며 미디어 광고홍보의 필요성이 부각되어지고 있다. 따라서 본 연구에서는 국내 무용공연에서 미디어광고 사용현황을 연구하고 미디어 광고의 3가지(인쇄미디어, 매스미디어, 소셜미디어) 유형으로 나누어 미디어광고가 무용공연에 미치는 효과에 대한 공연 관람객의 설문지를 통하여 심층적으로 분석하여 무용공연 예술 산업 시장에 부족한 홍보실정을 파악하여 무용공연의 관객 증대와 실증적인 기초자료 제공하는데 본 연구의 의의가 있다.

이와 같은 연구방법과 자료 분석을 통하여 다음과 같은 결론을 얻었다.

연구문제 1) 무용공연경험은 무용공연에 영향을 미칠 것인가? 무용공연경험이 높은 그룹이 무용공연 만족도가 높았으며 무용공연 경험이 만족도는 재참여의사에도 영향을 주는 것으로 나타났다. 연구문제 2) 미디어 광고효과의 차이가 공연관람에 영향을 미칠 것인가? 국립발레단은 미디어의 관여도가 광주시립무용단 보다 높게 나타났으며, 미디어 광고가 무용공연 관람에 영향을 미치는 것으로 나타났다. 연구문제 3) 두 발레단은 미디어광고 접촉빈도에 차이점을 보일 것인가? 미디어 경험이 높은 집단이 무용 관련 태도와 미디어 광고 만족도 점수가 더 높은 것으로 나타났으며 미디어광고 접촉빈도에 따라 차이를 보이는 것으로 나타났다. 연구문제 4)관람객의 인구학적 속성에 따라 (성별, 연령별, 직업, 구매경로)공연 선택에 차이점이 보일 것인가? 설문한 응답자 274명을 대상으로 일반사항의 결과는 성별에서는 여성이 많고, 연령은 20∼24세가 직업별로는 대학생이 많았고 구매 경로는 인터넷예매가 가장 많다.|As the society grew in the 20th century and the life stabilized, public thoughts on the cultural industry changed greatly to effect also on the art of dancing, in which the role of advertisement became an important part to be magnified of necessity for media advertisement PR. Therefore in this study, media advertisement usage state in local dance performances are studied and divided in to three types (print media, mass media, social media) of media advertisement to analyze in depth how media advertisement effects on the dance performance through survey to performance audience. The meaning of this study is to understand the lack of advertisement in dance performance art industry market to increase audiences for dance performance and provide practical basic data.

Through these study method and data analysis, the following result was obtained.

Study problem 1) Will the dance performance experience effect on the dance performance? A group with more dance performance experience showed higher dance performance satisfaction, and it showed that the dance performance experience satisfaction effected on the intention to participate again.

Study problem 2) Will the difference in media advertisement effect have influence on watching the performance? The media involvement of Korea National Ballet was higher than Gwangju City Ballet, and it showed that media advertisement does effect on watching the dance performance.

Study problem 3) Will the two Ballet show difference in media advertisement contact frequency? A group with more media experience showed better dance related attitude and higher advertisement satisfaction scores, and showed to have difference according to media advertisement contact frequency.

Study problem 4) Will there be difference in performance selection according to audience's demographic properties?(gender, age, occupation, purchase channel) Among 274 survey respondents, the result of general aspects were, women were higher in gender, age was from 20 to 24, and for occupation, university students were higher, and internet reservation was the highest for purchase channel.; As the society grew in the 20th century and the life stabilized, public thoughts on the cultural industry changed greatly to effect also on the art of dancing, in which the role of advertisement became an important part to be magnified of necessity for media advertisement PR. Therefore in this study, media advertisement usage state in local dance performances are studied and divided in to three types (print media, mass media, social media) of media advertisement to analyze in depth how media advertisement effects on the dance performance through survey to performance audience. The meaning of this study is to understand the lack of advertisement in dance performance art industry market to increase audiences for dance performance and provide practical basic data.

Through these study method and data analysis, the following result was obtained.

Study problem 1) Will the dance performance experience effect on the dance performance? A group with more dance performance experience showed higher dance performance satisfaction, and it showed that the dance performance experience satisfaction effected on the intention to participate again.

Study problem 2) Will the difference in media advertisement effect have influence on watching the performance? The media involvement of Korea National Ballet was higher than Gwangju City Ballet, and it showed that media advertisement does effect on watching the dance performance.

Study problem 3) Will the two Ballet show difference in media advertisement contact frequency? A group with more media experience showed better dance related attitude and higher advertisement satisfaction scores, and showed to have difference according to media advertisement contact frequency.

Study problem 4) Will there be difference in performance selection according to audience's demographic properties?(gender, age, occupation, purchase channel) Among 274 survey respondents, the result of general aspects were, women were higher in gender, age was from 20 to 24, and for occupation, university students were higher, and internet reservation was the highest for purchase channel.