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유머광고에 대한 광고실무자들과 일반소비자간 인식의 차이 연구

Title
유머광고에 대한 광고실무자들과 일반소비자간 인식의 차이 연구
Author
이준호
Advisor(s)
조병량
Issue Date
2012-08
Publisher
한양대학교
Degree
Master
Abstract
최근 유머광고가 증가하며 유머광고의 선호도가 높아지고 많은 광고비가 집행됨에 따라 더욱 효과적인 광고에 대한 이해와 전략이 필수불가결한 과제가 되었다. 유머광고에 대해서는 이미 학계에서도 실무에서도 많은 연구가 이루어져왔고 그 효과에 대하여도 긍정적인 평가를 받고 있지만, 그럼에도 불구하고 언제 어디에서나 환영받지는 않는 것이 사실이다. 그리하여, 본 연구는 유머광고에 대한 광고실무자들과 일반소비자들의 인식의 차이를 비교하여 앞으로 광고실무자들이 유머광고를 활용하는 기준에 대한 새로운 기준점을 제시하는 것과, 더욱 효과적인 유머 광고 전략을 세울 수 있도록 하는 데 그 목적이 있다. 연구목적의 세부내용을 기술하면 다음과 같다. 연구문제 1) 광고실무자들과 일반소비자들이 유머광고에 대한 호감도, 이해도, 구매태도, 신뢰도, 일반적인 효과에 대한 인식의 차이가 있는가? 연구문제 2) 광고실무자들과 일반소비자들은 유머광고에서 가장 적합한 타깃과 매체에 대해 어떻게 인지하고 있는가? 연구문제 3) 광고실무자들과 일반소비자들은 유머광고에서 가장 효과적인 유머의 유형에 대해서 어떻게 인지하고 있는가? 이에 대한 연구결과를 요약하면 다음과 같다. 전반적으로 광고실무자들과 일반소비자들 모두, 유머광고에 대한 호감도는 높은 것으로 조사되었다. 하지만, 다시 보고 싶은 유머광고가 많은가에 대한 질문에 대해서는 일반소비자들보다 광고실무자들이 더 높다고 조사되었다. 하지만, 오히려 광고실무자들은 일반소비자들에 비해 유머광고를 접하는 기회가 상대적으로 많기 때문에 유머광고에 더욱 빨리 싫증을 느끼는 것으로 나나타났다. 유머광고에서 가장 효과적인 타깃을 조사한 결과, 광고실무자들은 남자성인을 63.6% 선택하였으며, 일반소비자들은 학생을 46.7% 선택하여 서로 다른 견해의 차이를 보여주었다. 또한, 대부분 유머광고에 가장 적절한 매체로는 TV를 선택하였는데 이는 다른 매체들에 비해 짧은 시간동안 다양한 자극을 전달할 수 있기 때문이라 할 수 있겠다. 유머광고의 제품군에서는 제과/음료/주류가 가장 적합하다고 조사되었다. 이것은 유머광고가 감성적이고 감각적인 제품에 적절한 소구방법이라고 두 집단 모두 인식하고 있으며, 실제 광고환경에서도 제과/음료/주류 등의 광고에 유머소구가 많이 이용되고 있다는 것을 확인할 수 있다. 하지만, 기업PR에 대한 유머광고가 효과적일 것이라는 일반소비자들의 기대에 반해, 광고실무자들의 인식 및 실제 광고 환경에서의 제작 결과는 매우 달랐다. 광고실무자들은 수사학적 유머를 가장 재미있는 유머광고의 유형으로 인식하고 있었으며, 일반소비자들은 모순적 유머를 가장 재미있는 유머광고의 유형으로 인식하고 있었다. 광고실무자들과 일반소비자들은 공통적으로 다수의 연령층이나 목표에게 어필할 수 있을 것이라 생각되어 유머광고를 만든다는 의견이 가장 많았다. 이처럼, 두 집단 간의 인식의 차이를 비교해 봄으로써, 광고실무자들에게 유머광고에 대한 전략과 지금까지의 광고제작에 대한 기준점을 다시 조명하고자 하며, 앞으로도 효과적인 유머광고를 만드는 데 도움이 되었으면 한다.| Today, humor advertising has increased, people who like humor advertising is growing and lots of money is paying, so, we have to need to understand and strategy for make more effective humor advertising. For humorous commercials already in academia, working in the many studies has been made, and has received positive reviews. Nevertheless, not welcome anywhere, anytime, is the fact. So, this study’s goal is make the most effective type of strategy in advertising and setup the new standard to future generation, to compare with advertisers and customers about Humor advertising. Purpose of the technical details are as follows: Question 1) Is there any difference in perception about liking, understanding, purchasing behavior, reliability and general effect between advertiser and customers? Question 2) How about the most suitable target and the media in humor-advertising do you recognize? Question 3) How about the most effective type of humor do you recognize? For this study can be summarized as follows. Generally, both of all, the humor advertising liking were higher. But, ‘How much do you want to see again humor advertising?’the question, researched higher advertiser than consumer. Advertiser feel tired more quickly than consumer about humor advertising, because they have to get more chance than consumer. Researched about ‘what is the most effective target?’, advertisers, selected 63.6% of adult men, consumers selected 46.7% of student, showed that the different views. Also, they selected most effective media about humor advertising, TV, compared to other media can deliver various stimuli for a short period of time. Researched confectionery / beverages / liquor was the most appropriate investigation. This sense of emotional and humorous commercials for products as appropriate both group recognize, and actual advertising environment confectionery / beverages / liquor, and humor in advertising has been used a lot of appeal that can be found. However, the effects of humor advertising for Corporate PR would be counter to the expectations of consumers, advertisers perceptions and actual production results are very different from advertising environment. Advertisers was recognized as a type of humor advertising, most interesting rhetorical humor, and consumers was recognized as a type of advertising are most contradictory humor funny humor. Advertisers and consumers commented most, thought to be appeal to multiple age group. Thus, comparing the difference with two groups, let it help to advertising strategies and reference point for commercial production and in the future to help create effective advertising humor to hope that.
Today, humor advertising has increased, people who like humor advertising is growing and lots of money is paying, so, we have to need to understand and strategy for make more effective humor advertising. For humorous commercials already in academia, working in the many studies has been made, and has received positive reviews. Nevertheless, not welcome anywhere, anytime, is the fact. So, this study’s goal is make the most effective type of strategy in advertising and setup the new standard to future generation, to compare with advertisers and customers about Humor advertising. Purpose of the technical details are as follows: Question 1) Is there any difference in perception about liking, understanding, purchasing behavior, reliability and general effect between advertiser and customers? Question 2) How about the most suitable target and the media in humor-advertising do you recognize? Question 3) How about the most effective type of humor do you recognize? For this study can be summarized as follows. Generally, both of all, the humor advertising liking were higher. But, ‘How much do you want to see again humor advertising?’the question, researched higher advertiser than consumer. Advertiser feel tired more quickly than consumer about humor advertising, because they have to get more chance than consumer. Researched about ‘what is the most effective target?’, advertisers, selected 63.6% of adult men, consumers selected 46.7% of student, showed that the different views. Also, they selected most effective media about humor advertising, TV, compared to other media can deliver various stimuli for a short period of time. Researched confectionery / beverages / liquor was the most appropriate investigation. This sense of emotional and humorous commercials for products as appropriate both group recognize, and actual advertising environment confectionery / beverages / liquor, and humor in advertising has been used a lot of appeal that can be found. However, the effects of humor advertising for Corporate PR would be counter to the expectations of consumers, advertisers perceptions and actual production results are very different from advertising environment. Advertisers was recognized as a type of humor advertising, most interesting rhetorical humor, and consumers was recognized as a type of advertising are most contradictory humor funny humor. Advertisers and consumers commented most, thought to be appeal to multiple age group. Thus, comparing the difference with two groups, let it help to advertising strategies and reference point for commercial production and in the future to help create effective advertising humor to hope that.
URI
https://repository.hanyang.ac.kr/handle/20.500.11754/136087http://hanyang.dcollection.net/common/orgView/200000420429
Appears in Collections:
GRADUATE SCHOOL OF JOURNALISM AND MASS COMMUNICATION[S](언론정보대학원) > JOURNALISM AND MASS COMMUNICATION(사회계열) > Theses (Master)
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