earticle

영어

This study aims at abstracting the audio-visual components that children feel when they actually buy commodities and are satisfied as a barometer of favorability as a category of affective attitudes in animated TV commercials and measuring the degrees of influence of their favorabilities through analysing their interrelationships. This study concerns the effect of the animated commercials intended for children. In this study we have seen interest, memory, reliability, boredom and buyability as the audio-visual components of animated commercials. And we have measured the favorabilities concerning commodities by comparing actuality commercials with animated commercials on TV through questionnaires. We have found that at present there can be differences in opinions among the groups that plan and produce commercials. And we have also compared and analysed actuality images and animations under the presupposition that children can have different opinions concerning actuality images and animations. Commercial producers should not focus on general animation theories, but they should consider the elements that stimulate the interests and curiosities of children by considering the demands of the times and the life cycles of children. This will elevate the expressive strategies for heightening familiarity by taking out the interests and curiosities of children concerning the commodities which they favor.

한국어

애니메이션 광고의 인식들 간의 상관관계를 보면 모두 양적 상관관계를 가짐으로써, 호기심이 높아지면 광고기억도도 또한 높아지고, 상품 이름을 기억하는 정도가 클수록 신뢰도가 높아지며, 애니메이션 광고에 대한 호기심, 내용 기억도, 신뢰도가 높을수록 상품 구매도가 높아지는 것을 알 수 있었다. 한편 실사 광고의 싫증도는 실사 광고의 이해도, 호기심, 광고 기억도, 상품 이름도, 신뢰도와는 모두 부(-)적 상관관계를 보인다. 광고 내용의 신뢰도와 광고 시청 후 구매도에 끼치는 영향은 애니메이션 시청 후 광고 내용의 신뢰도에 영향을 끼치는 요인으로는 상품이름 기억도, 구매도가 독립변수로 나타남으로써, 상품 이름의 기억하는 정도가 높아지고, 구매도가 높을수록 광고 내용의 신뢰도가 높아진다는 것을 알 수 있었다