View : 18 Download: 0

광고에 있어서 정보적 내용과 상품속성에 관한 연구

Title
광고에 있어서 정보적 내용과 상품속성에 관한 연구
Other Titles
(A) STUDY OF THE ATTRIBUTES OF PRODUCTS AND INFORMATION CONTENT IN THE ADVERTISEMENT : A CASE STUDY OF WOMAN MAGAZINE'S ADVERTISEMENT IN KOREA
Authors
柳賢柱
Issue Date
1987
Department/Major
대학원 신문방송학과
Keywords
광고정보적 내용여성잡지 광고상품속성
Publisher
이화여자대학교 대학원
Degree
Master
Abstract
광고에 있어 가장 오랜 논란중의 하나는 광고가 정보냐 설득이냐의 문제이다. 이에 대한 전통적인 견해는 광고가 정보적이면 유용하고 설득적이면 유용하지 않다는 것이었다. 이러한 관점에서 광고메시지의 정보내용에 대한 체계적 분석들이 여러 학자들에 의하여 이루어져 왔다. 이들 선행연구에 있어 정보량에 차이를 주는 중요한 변인으로 상품속성이 제시되어 왔다. 이들 상품속성은 크게 두가지 차원으로 분류될 수 있는데 고관여( high involvement )적 선매품( shopping goods )의 경우가 저관여 ( low involvement )적 편의품 ( convenience goods )의 경우보다 광고메시지에 있어 정보량이 더욱 많다는 것이다. 그러나 이러한 분류에 근거한 연구들은 선매품의 경우에 있어 정보적 광고가 많이 나타나지 않는 상품들까지는 일반화시킬 수 없는 한계점을 가지고 있다. 또한 선행연구들은 광고를 단순히 정보적·비정보적으로 분류하여 광고의 정보적 유용성에 치중하여 비정보적으로 분류된 광고가 광고전략적 차원에서 파악될 수 있는 가능성을 무시하여 왔다. 그러므로 본고에서는 이러한 문제점을 고려하여 우리나라 여성잡지 광고가 상품속성에 따라 정보량에 차이가 있는지 또한 전반적으로 여성잡지 광고에 정보적 광고가 얼마만큼 내재해있는가를 실증적으로 연구하고자 하였다. 이에 관련된 이론적 배경을 바탕으로 구체적인 가설을 설정하고 이를 검증하고자 여성잡지(여성동아)광고를 대상으로 내용분석을 실시하였으며 컴퓨터프로그램 ( PASCAL )을 이용하여 수집된 자료를 분석하였다. 분석결과를 요약하면 다음과 같다. 1. 우리나라 여성잡지광고의 상품광고가 전반적으로 정보적인가를 알아보기 위하여 Resnik와 Stern의 14개 정보기준을 사용하여 광고 내용분석을 실시한 결과 우리나라 여성잡지광고의 상품광고에는 전반적으로 정보적 광고가 많았다. 1-1. 우리나라 여성잡지광고의 상품광고에는 품질·구매안내·성능·가격등에 관한 정보내용이 다른 정보내용보다 많았다. 2. 상품속성을 관여와 사고·감정의 차원에서 보다 구체적으로 분류하고 있는 FCB 모델에 근거하여 상품을 3가지 유형으로 분류하여 상품속성에 따라 정보량에 차이가 있는가를 분석한 결과 고관여·사고적상품( 제1군 )의 광고가 가장 정보적이었고 다음으로 저관여·사고, 감정적 상품( 제3군 )의 광고가 정보적이었으며 고관여·감정적 상품( 제2군 )의 광고가 가장 정보량이 적은것으로 나타났다. 따라서 상품속성에 따라 광고 정보량에는 차이가 있었으나 제2군 상품광고가 제3군의 상품광고보다 더욱 정보적일 것이다라는 가설은 부정되었다. 결론적으로 우리나라 여성잡지 ( 여성동아 ) 광고는 상품속성에 따라 차이가 있었으며 전반적으로 정보적광고가 많았다는 것이 본 연구를 통하여 검증되었다. 이러한 본연구의 결과는 광고메시지의 체계적인 정보내용 분석이라는 점에서는 선행연구와 동일하지만 상품속성을 보다 구체적으로 세분화시켜 상품속성과 광고메시지의 정보량과의 관계를 중점적으로 다루고 있다는 점과 단순히 광고의 정보성을 파악하는 시각에서 벗어나 광고전략적인 측면에서 이해하고자 하였다는 점에서 그 의의를 찾을 수 있겠다.;The general question in the field of magazine advertisement that has been a long dispute on the advertisement concept is whether it is informative or persuasive. It has been a traditional view that whereas the informative advertisement is indeed useful, the persuasive one is useless. The claim that advertisement should be informative is resulted from two points. On the one hand, the advertisement must conduct the function of offering informations to consumers for their wise purchase, despite the fact that there have been a lot of false and exaggerated advertisements in the real world of advertisement. On the other hand, by regarding the consumers as a dynamic existence to seek information actively from the advertisement, the contents of advertisements should be informative in order to meet their needs. From this perspective, many scholars, involved in the systematic analyses of information contents of the advertisements suggested some attributes of products as important variables that differ greatly from each other with respect to the amount of information. They can be, in a broad sense, classified into two major categories, which are the convenience goods and the shopping goods. One important argument to be mentioned from this standpoint is that there is no doubt that the amount of information in the advertisements for the high-involvement shopping goods is larger than that for the low-involvement convenience goods. However, such studies based on this classification have certain limitations that they cannot generalize even the shopping goods with rare informative advertisement messages. Many previous studies also, by classifying simply the advertisement into two categories of informative and noninformative, have been focusing on the validity of informative advertisements and, then, ignored the importance of noninformative advertisements from a strategic perspective. From this standpoint, the main purposes of this study are to find how to differ in the amount of information according to the specific attributes of products in the case of advertisements of magazines for women in Korea and to analyze empirically the contents of advertisements of those magazines in terms of how many informative advertisements are there. For this analysis, the study draws upon the literature in the field of magazine advertisements to establish the concrete hypotheses, each of which are interrelated. To testify them, it conducts a detailed review of the advertisements of the major woman magazines in Korea. Particular attention is given to understand the pattern of advertisements in terms of the relationships between the amount of information in advertisements and the attributes of advertised products, consisting of three types which are the high-involvement thinking, the high-involvement feeling, and the low-involvement thinking and feeling products. Especially the study established any analytical framework based from the FCB model that classified the products in terms of three attributes of involvement, thinking, and feeling. Also, collected data are to be analyzed with respect to such elements as frequencies, percentages, t-test, and ANOVA by using the SPSS program. Based upon a review of advertisements in current woman magazines and an assessment of the pattern of advertisements in Korea, certain pertinent facts can be borne out by the findings of this study: 1) as a result of analysis of the contents of magazine advertisements, based upon 14 informative criteria which were suggested by Resnik and Stern, it was found that there were more informative advertisements than noninformative ones in the advertisement of woman magazines in Korea; 2) Most of the contents of magazine advertisements, particularly in advertizing goods, were consisted of such elements as quality, purchase information, functions, and price of goods; and 3) as a result of analysis of the relationship between the attributes of products and the amount of information, advertisements for the high-involvement thinking products (1st group) were most informative, followed by low-involvement thinking and feeling products (3rd group). By contrast, it was found that advertisements for the high-involvement feeling products (2nd group) were the least informative among them. In light of the above, it has been acknowleged in this study that, in Korea, there were significant differences in the amount of information in the advertisements, according to the attributes of products, particularly of products in woman magazines. However, one important implication to be assessed in this context is that Hypothesis Ⅱ that the advertisements in the 2nd group are more informative than those in the 3rd group might be proven to be wrong since we have found that advertisements for the high-involvement feeling products in the 2nd group were more informative than those for the low-involvement feeling and thinking products in the 3rd group, as described already. This implies clearly that as found in many previous studies, there is no relationship between the classification of products, focused upon the level of involvement of products advertisements, and the amount of information included in the contents of advertisements in Korea. Therefore, judging form such research findings, it seems apparent that we should be careful to recognize that it is necessary to conduct a systematic analysis of advertisement contents by specifying more relevantly the attributes of products. To sum up, this study can be, from a systematic perspective, regarded as the same approach of analyzing the contents of advertisement information as many previous studies. However, its main significance here is that by specifying, based upon FCB model, the attributes of products, this study attempted to deal with relations among such variables as information and attributes of products and to capture the contents of a wide variety of advertisements in terms of advertisement strategy, rather than simply classifying the advertisements into two parts, informative and noninformative.
Fulltext
Show the fulltext
Appears in Collections:
일반대학원 > 언론홍보영상학과 > Theses_Master
Files in This Item:
There are no files associated with this item.
Export
RIS (EndNote)
XLS (Excel)
XML


qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

BROWSE