OOH 광고의 세렌디피티 속성에 관한 탐색적 연구

김운한

서지반출

국문초록

본 연구는 OOH 광고의 표현 특성을 파악함에 있어 세렌디피티 개념을 적용하여 고찰하 였다. 주요 국내외 OOH 광고 사례를 대상으로 세렌디피티 관련 항목들을 조사한 결과, 놀라움, 행운, 기쁨, 적절성, 참신성, 가치성, 모호성, 완성도, 몰입, 경험, 그리고 모순적 감정” 등 열한 가지 항목이 수집되었다. 이는 전통적인 크리에이티브 평가 항목에 행운이 나 행복감, 가치 항목이 추가된 결과다. 또한 긍정과 부정의 감정을 동시에 경험하는 항 목이 다수 발견되어, 그러한 모순적인 감정의 긍정성을 탐색하고 기대－위반이론 관점 에서 설명하였다. 연구 결과, 옥외 상황에서 소비자가 광고에 대해 예상 혹은 기대하는 심리적 거리(distance)를 넘어 침입적으로 제시되는 OOH 광고가 세렌디피티 속성을 가 질 수 있으며, 세렌디피티적 경험 정도를 높이기 위해 광고 노출의 우연성을 높이고 소비 자의 기대, 행복감과 가치 등의 속성이 고려되어야 함을 알 수 있었다.

영문초록

This study aims to explore the expressive characteristics of Out-of-home(OOH) advertising based on ‘serendipity’ concept. First, 63 cases are collected from an international advertising archive, Adsoftheworld and from the winners of ‘Korea Advertising Awards’. Second, a survey is conducted to 40 undergraduate students with open-ended questions, asking if the advertisements are perceived to have characteristics such as fortune by chance or luck by efforts, which is equivalent to the concept of serendipity. Characteristic items are collected included with surprise, magic/ fortunate, happy/ valuable/ ambiguous/ engaging/ experience, and paradoxical emotions. It is concluded OOH advertising needs to contain such expressive properties as happiness and valuable in unexpected ways so as not to be perceived as intrusive but to have positive characteristics such as serendipity.

키워드

OOH 광고 앰비언트 세렌디피티 침입성 기대 위반 Out-of-home advertising Ambient media Intrusiveness Serendipity Violation of Expectation

참고문헌 (51건)

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