감성과학 (Science of Emotion and Sensibility)

  • 제18권1호
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  • Pages.3-14
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  • 2015
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  • 1226-8593(pISSN)
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  • 2383-613X(eISSN)
한국감성과학회 (Korean Society for Emotion and Sensibility)
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광고 모델의 시선 효과: 모델의 사회적 특성 지각과 광고 효과성

Effects of ad endorser's gaze directions on social perceptions and advertising effectiveness

  • 강정석 (SK 텔레콤 고객중심경영실)
  • Kang, Jungsuk (Customer Experience Management Office, SK telecom)
  • 투고 : 2015.02.05
  • 심사 : 2015.03.20
  • 발행 : 2015.03.30
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⟨ 이전 논문 다음 논문 ⟩

초록

소비자가 광고에 대해서 반응할 때, 광고 모델의 시선(응시 방향)은 가장 중요한 비언어적 단서 중 하나이다. 광고 모델의 시선은 소비자가 모델의 사회적 특성을 어떻게 평가하는지(예, 매력도, 신뢰성)와 광고나 브랜드를 어떻게 평가하는지(예, 광고 태도, 브랜드 태도)에 영향을 미친다. 특히, 뇌의 정서 반응 비대칭 가설에 따르면, 오른손잡이 소비자는 모델이 좌측을 응시하는 광고를 볼 때 우측을 응시하는 광고를 볼 때보다 모델의 사회적 특성과 광고, 브랜드를 더 긍정적으로 평가한다. 본 연구는 온라인 실험을 통해서 무명 여성 광고 모델의 세 가지 시선 조건(정면, 좌측 그리고 우측 응시 조건)이 남성 실험 참가자의 광고 반응(모델 매력도 측면, 모델 신뢰도 측면 그리고 광고 효과성 측면)에 미치는 영향을 알아보았다. 본 연구 결과, 실험 참가자들은 광고 모델이 정면을 응시할 때가 우측을 응시할 때보다 모델이 광고 출연료를 받았으며 광고 브랜드 판매를 위해 소비자를 설득하려고 한다고 더 강하게 느끼지만 동시에 모델이 광고에 출연한 이유가 스스로 광고 브랜드를 진심으로 좋아하기 때문이라고 추론하는 경향이 더 강했다. 또한 실험 참가자들은 광고 모델이 정면을 응시할 때가 우측을 응시할 때 보다 광고에 대해서 더 긍정적인 태도를 보였다. 그러나 광고 모델의 좌측 응시 조건과 나머지 두 조건(정면 응시 조건과 우측 응시조건) 사이에 있어서 일관성 있는 실험 참가자의 모델 특성 평가와 광고 효과성 차이는 발견하지 못 했다.

An ad endorser's gaze direction is a salient nonverbal cue that consumers use in responding to advertisements. The gaze direction influences consumers' social perceptions (e.g., attractiveness, credibility) of the endorser and advertising effectiveness (e.g., advertising attitudes, brand attitudes). Especially, the cerebral emotional asymmetry hypothesis suggests that an ad endorser's left-averted gaze can produce more positive social perceptions and advertising effectiveness than the right-averted gaze for right-handed consumers. This study examined the effects of three gaze directions (direct, left-averted and right-averted gaze directions) of unknown female ad endorser on Korean males' advertising responses (attractiveness-, credibility- and ad-effectiveness-related responses), using online experimental method. The results indicated that the ad endorser's direct gaze was more likely to increase both positive (correspondence bias) and negative (suspicion, deceptiveness) social perceptions of her than the right-averted gaze. The direct gaze also created more positive advertising effectiveness (advertising attitudes) than the right-averted gaze. However, the study failed to find consistent differences in responses between left-averted gaze and either direct or right-averted gaze.

키워드

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