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논문검색

Book-Trailer 유형에 따른 커뮤니케이션 효과 분석

원문정보

Communication Effect Analysis by Book-Trailer Type

이광숙, 곽보선

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초록

영어

This research attempts to analyze communication effect of book-trailer as the promotion tool for book from various genre. For this research, existing book-trailers were classified into five types and prospective readers were selected as respondents for this research. Letter explanation type, Interview, cinematic production, stills and straplines, and animation were major type of book-trailer.
Findings are 1) communication effect are different according to the type of book-trailers; 2) cinematic production and animation are the most effective type of book-trailers; 3) for memory and confirmation(sharing), a)stills and straplines, interview type, b) cinematic production and animation are founded as similar groups creating communication effect.
Result of this research proposed the direction of production and practical use of book-trailer by scientific basis for publication marketer and book-trailer producer. ANOVA was used for analysis of hypothesis; measuring communication effect according to the type of book-trailer and sexuality.

목차

Abstract
 1. 서론
 2. 이론적 배경
  2-1. 북 트레일러의 정의
  2-2. 북 트레일러의 기능
  2-3. 표현 전략에 따른 북 트레일러 유형
  2-4. 커뮤니케이션 효과
 3. 연구 모형 설계 및 조사 방법
  3-1. 연구 모형 및 가설 설정
  3-2. 설문지 구성 및 조사 방법
 4. 분석 결과
  4-1. 표본의 일반적 특성
  4-2. 측정 도구의 신뢰성 분석
  4-3. 가설 검증 및 결과 해석
 5. 결론
 참고 문헌

저자정보

  • 이광숙 Kwang-Sook Lee. 중부대학교 광고홍보학과
  • 곽보선 Bo-Sun Kwak. 성결대학교 경영학과

참고문헌

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