The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Exploring the Response to the Anti-Smoking Advertisements: Ad Liking, Empathy, and Psychological Resistance

금연공익광고 메시지에 대한 반응 탐구: 호감, 공감, 심리적 저항을 중심으로

  • 소현진 (성신여자대학교 미디어커뮤니케이션학과)
  • Received : 2018.10.16
  • Accepted : 2019.01.04
  • Published : 2019.02.28
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Abstract

This study analyzed the reactions of ad liking, empathy and psychological resistance to antismoking public advertisements through in-depth interviews of 30 adult males. According to the study, non-smokers responded favorably to the advertisement, while smokers were unhappy. In addition, smokers in their 40s and 50s showed a higher level of empathy for ads than those in their 20s and 30s. Smokers have tried various forms of psychological resistance to non-smoking messages, especially denigrating information sources. Based on the results of this research, a measure was proposed to enhance the effectiveness of the non-smoking advertisements.

본 연구는 성인남성 30명의 심층인터뷰를 통하여 금연공익광고에 대한 호감, 공감, 심리적 저항의 반응을 분석하였다. 연구결과, 금연공익광고에 대하여 비흡연자는 호감 반응을 나타낸 반면 흡연자는 비호감 반응이 많았다. 또한 4 50대 흡연자의 광고 공감도가 2 30대에 비해 높게 나타나 연령에 따른 광고 공감도의 차이를 보였다. 흡연자들은 금연메시지에 대해 다양한 방식의 심리적 저항을 시도하고 있으며 특히 정보원 폄하를 포함한 정보원에 대한 저항 전략을 주로 시도하고 있다. 본 연구결과에 근거하여 금연공익광고의 효과를 제고할 수 있는 방안이 제안되었다.

Keywords

표 1. 인터뷰에 쓰인 광고물 Table 1. Ad Messages for Interview

GJMGCK_2019_v5n1_99_t0001.png 이미지

표 2. 금연공익광고에 대한 호감 vs. 비호감 프로토콜 Table 2. Ad liking toward the Anti-Smoking Ads

GJMGCK_2019_v5n1_99_t0002.png 이미지

표 3. 흡연집단의 금연공익광고에 대한 공감 정도 Table 3. Empathic response on the Anti-Smoking Ads

GJMGCK_2019_v5n1_99_t0003.png 이미지

표 4. 금연공익광고에 대한 심리적 저항 유형 Table 4. Psychological Resistance on the Anti-Smoking Ad

GJMGCK_2019_v5n1_99_t0004.png 이미지

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