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Analysis acceptance behavior on Model Reception in the General of TV Advertising

TV광고의 일반인 모델에 관한 수용행태 분석

  • Lee, Jei Young (Dept. of advertising & public-relations, Catholic Kwandong University) ;
  • Choi, Se In (Dept. of advertising & public-relations, Catholic Kwandong University)
  • 이제영 (가톨릭관동대학교 광고홍보학과) ;
  • 최세인 (가톨릭관동대학교 광고홍보학과)
  • Received : 2020.07.06
  • Accepted : 2020.08.07
  • Published : 2020.08.31

Abstract

This monograph was probed effectively by using practical methods in a subjectivity study that was accessible in depth, departing from bygone behavior of functional quantity analysis of awareness and the opinions of young people about the general (public) model of TV advertising. The perception patterns resolved in this study sorted out four types in a Q-methodology. The result is divided as follows: 1 [(N=7): Advertising Consensus Type], 2 [(N=7): Advertising Negative Type], 3 [(N=5): Advertising Purchasing Reduction Type], and 4 [(N=1): Advertising Persuasion Orientation Type]. As such, we found very different types all over. Finally, this study reviews subjective acceptance as to the type of model reception with regard to general TV advertising, offering a developmental suggestion on the issue, and an agenda about it.

이 논문은 TV광고의 일반인 모델 인식에 관하여, 기능적인 양적 분석의 과거 행태로부터 탈피하여, 심층적이고 효과적으로 접근할 수 있는 주관성연구인 실증적인 Q방법론으로 연구되었다. 또한 이 분석에서는 기존 논의에서 연역적인 가설을 도출하는 종래의 연구 방법과는 달리, 사람들의 주관적 이미지에 의한 새로운 가설발견의 목적이 있다. 구체적으로 Q요인분석이란 통계방법을 사용하며, R방법의 변수를 요인화가 아닌 사람을 요인화하는 것이다. 이 연구에서는 TV광고의 일반인 모델에 대해 젊은 층의 수용행태 분석을 알아보는 것이다. 분석결과는 총 4가지의 유형{제 1유형[(N=7) : 광고 공감대형(Advertising Consensus Type)], 제 2유형[(N=7) : 광고 부정형(Advertising Negative Type)], 제 3유형[(N=5) : 광고 구매력 감소형(Advertising Purchasing Reduction Type)], 제 4유형[(N=1) : 광고 설득 지향형(Advertising Persuasion Orientation Type)]}으로 분류되었으며, 전반적으로 매우 차별적인 유형들로 발견되었다. 결론적으로, 이 연구는 TV광고의 일반인 모델인식에 대한 주로 젊은 응답자들의 주관적 수용 행태를 검토하였다. 또한 분석의 내용들은 관련 이슈와 아젠다 연구를 위한 발전적인 제안(개선)을 제시하는데 유의미한 논의를 제시하는 것이다.

Keywords

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