디지털콘텐츠학회 논문지 (Journal of Digital Contents Society)

  • 제19권7호
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  • Pages.1303-1312
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  • 2018
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  • 1598-2009(pISSN)
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  • 2287-738X(eISSN)
한국디지털콘텐츠학회 (Digital Contents Society)
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영상광고 유형별 디지털 이용자의 댓글 내용분석에 관한 연구: 바이럴 동영상 광고와 케이블 방송광고를 중심으로

A Content Analysis of Digital Audience Replies to Video Advertising Types: Focused on Viral Video and Cable Broadcasting Advertisement

  • 지원배 (한신대학교 미디어영상광고홍보학부) ;
  • 김운한 (선문대학교 미디어커뮤니케이션학과)
  • Ji, Won-Bae (Department of Advertising/PR and Visual Communication, Hanshin University) ;
  • Kim, Woon-Han (Department of Media Communication, Sunmoon University)
  • 투고 : 2018.06.30
  • 심사 : 2018.07.25
  • 발행 : 2018.07.31
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구의 목적은 최근 증가하고 있는 영상광고에 대한 디지털 이용자의 반응 내용을 파악하는 것이다. 분석 대상은 온라인 광고 시청자가 영상광고의 주 유형인 바이럴 동영상 광고와 케이블 방송광고에 대한 댓글이다. 내용분석 결과는 다음과 같다. 첫째, 바이럴 동영상 광고가 케이블 방송광고에 비해 광고댓글 수가 더 많은 것으로 나타났다. 둘째, 영상광고 유형에 따라 광고 길이를 제외한 광고댓글 속성요인(댓글방향, 반응유형, 반응영역)에서 바이럴 동영상 광고에 대해 더 긍정적으로 평가하며, 감성적인 반응과 핵심적 속성 반응이 더 많은 것으로 나타났다. 셋째, 디지털 이용자의 성별 특성에 따라 댓글길이에서 여성이 남성보다 장문이 더 많으며, 긍정적으로 평가하며, 이성적인 반응과 핵심적 속성반응을 더 많이 보이는 것으로 나타났다.

The study analyzed the evaluation of the advertisement effect by the score and the method of the advertisement comments in ad evaluation in online site, 'TVCF'. The results are as follows. First, Internet viral advertisement showed higher number of ad comments and higher evaluation of advertisement effect than cable broadcasting advertisement. Second, the results of analysis of the difference of advertisement evaluation according to ad types and digital user characteristics showed that women are more positive than men toward both cable broadcasting and internet viral advertisement.

키워드

과제정보

연구 과제 주관 기관 : 한신대학교

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