Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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The audience's reaction effect based on vicarious emotional experiences and creative rhetorical expressions of the networking media platforms

네트워킹 미디어 플랫폼의 대리적 감정 경험과 크리에이티브의 수사적 표현 방식에 따른 수용자 반응 효과

  • Choi, Hyuck-Soo (Dept. of Advertising and Public Relations, Namseoul University)
  • 최혁수 (남서울대학교 광고홍보학과)
  • Received : 2021.01.22
  • Accepted : 2021.04.20
  • Published : 2021.04.28
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Abstract

This study involves an experiment aimed to reveal the communicative effects by different types of visual expressions in SNS advertisements. This study analyzes consumers' dynamic responses to vicarious emotional experiences and the creative rhetorical expressions of networking media platforms through experiments that sample university students. The vicarious emotional experiences of networking media platforms have a significant effect on the consumers' subsequent reactions. The greater the vicarious emotional experiences are, the more positive this effect is. There is a significant interactive effect between consumers' vicarious emotional experiences and the rhetorical creative types of targeted media.

이 논문은 SNS 광고의 수사학적 표현 유형에 대한 실험 자극을 통해 커뮤니케이션 효과를 밝혀보는데 목적을 두었다. 간접적인 감정적 반응 수준과 SNS 매체의 크리에이티브 단서들을 통한 참여자의 역동적인 커뮤니케이션 반응을 실험을 통해 분석하였다. 참여자는 실험의 목적을 충분히 이해하고 있는 대학생들로 제한하였다. SNS 미디어 플랫폼에 대한 대리적 감정 경험은 수용자의 반응에 유의적인 영향을 미치는 것으로 밝혀졌다. 네트워킹 미디어 플랫폼에 대한 대리적 감정경험이 높을수록 더 긍정적인 결과가 나타났다. 수용자의 대리적 감정경험과 수사적 크리에이티브 유형 간에도 유의적인 상호작용효과가 발생하였다.

Keywords

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