비주얼 메타포 광고가 수용자 태도에 미치는 영향- 한국 및 중국 수용자 중심으로 -

초록

In this study, visual metaphor advertisement types (Formal similarity vs. Content similarity) and country-specific consumers (Korea vs. China) was repeatedly measured and verified through analysis. The winners of print advertisements at the world's top three advertising festivals were divided into formal similarity metaphors and content similarity metaphors. The formal similarity metaphor was analyzed by selecting a total of six sun cream advertisements, kitchen towel advertisements and cream advertisements, and content similarity metaphors were sunscreen advertisements, kitchen towel advertisements and cream advertisements. In addition, each questionnaire in Korean and Chinese was prepared and used. Advertising attitude was measured as a dependent variable for verifying consumer response according to the visual metaphor type. As a result of overlapping measurement and analysis of the difference in the type of metaphor advertisement by nationality, the main effect of nationality is significant, the main effect of the metaphorical form of advertising and the interaction effect is significant. In conclusion, there was no change in the acceptance attitude of Chinese according to the type of metaphor advertisement. On the other hand, Koreans showed a more active attitude toward metaphor advertising with formal similarity than metaphor advertising with similar content. As a results, which empirically studied how other cultural thinking affects information recognition and information acceptance attitudes according to metaphorical types, provide practical methods through identification of cultural perspectives to enhance advertising effects for consumers in Korea and China.

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