The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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A Comparative Analysis on Facial Expression in Advertisements -By Utilising Facial Action Coding System(FACS)

광고 속의 얼굴 표정에 따른 비교 연구 -FACS를 활용하여

  • 안경희 (성균관대학교 예술학협동과정)
  • Received : 2018.09.19
  • Accepted : 2019.02.19
  • Published : 2019.03.28
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Abstract

Due to the limit of the time length of advertisement, facial expressions among the types of nonverbal communication are much more expressive and convincing to appeal to costumers. The purpose of this paper is not only to investigate how facial expressions are portrayed but also to examine how facial expressions convey emotion in TV advertisements. Research subjects are TV advertisements of and which had the wide range of popularity for customer known as one of the most touching commercials. The research method is Facial Action Coding System based on the theoretical perspective of a discrete emotions and designed to measure specific facial muscle movements. This research is to analyse the implications of facial expressions in the both TV ads by using FACS based on Psychology as well as anatomy. From the all the result of this, it is shown that the facial expressions portrayed with the conflict of emotional states and the dramatic emotional relief of the heroin could move more customers' emotions.

광고 속에서 비언어커뮤니케이션의 종류 중 얼굴 표정의 사용은 시간 제약의 문제를 상쇄시키며 소비자들에게 표현적이고 감동적인 매력의 수단으로 사용된다. 본 연구 목적은 TV 광고들 속에서 어떻게 얼굴 표정이 묘사되고 얼굴 표정을 통한 감정 전달이 이루어지는 지를 탐구하는 것이다. 연구 대상은 소비자들이 가장 감동적인 TV 광고로 뽑은 <박카스 음료>와 <동원 참치> 광고이다. 숨겨진 감정들에 대한 이론적 측면들을 기초로 두고 특정한 얼굴 근육의 움직임을 측정하도록 설계된 심리학과 해부학 기반인 얼굴 동작 코딩 시스템(Facial Action Coding System)을 연구 도구로 사용하여 TV광고 속의 얼굴 표정들이 내포한 의미들을 분석하였다. 분석된 의미의 결과를 통해서 얼굴 클로즈업을 통해 주인공의 감정 상태의 충돌과 극적인 갈등의 해소가 이루어진 광고가 소비자들의 마음을 더 움직인다는 유의미한 결과를 도출하였다.

Keywords

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Fig. 1. Daughter & Dad of Emotional State for Comparison

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Fig. 2. Daughters of Emotional State for Comparison &

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Fig. 3. Daughter & Dad of Emotional State for Comparison

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Fig. 4. Emotion Types found in &

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Fig. 5. Power Relationship of Daughters & Dads in &

Table 1. Research Subject & Method

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Table 2. FE for Six Basic Emotions with the Combination of AUs

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Table 3. FE for Six Basic Emotions[22]

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Table 4. Heroin’s FEs in Ad.

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Table 5. Dad’s FEs in Ad.

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Table 6. Heroin’s FEs in Ad.

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Table 7. Heroin’s FEs in Ad.

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Table 8. Dad’s FEs in Ad.

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Table 9. The Changing Trend of Emotional Status in & ads.

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