네티즌의 광고 비평에 관한 연구: TV광고 댓글을 중심으로 (A Study on Advertising Criticism of Netizen: A Focus on Comments on Commercials)

서지정보

· 발행기관 : 한국광고PR실학회
· 수록지 정보 : 광고PR실학연구 / 5권 / 1호 / 26 ~ 51페이지
· 저자명 : 지원배

초록

연구에서는 네티즌의 광고비평을 알아보기 위해 TV광고 댓글을 분석하였다. 네티즌들이 많이 이용하는 TV-CF 사이트에 있는 댓글을 분석했으며 연구결과를 요약하면 다음과 같다. 네티즌들의 광고댓글 비평을 살펴본 결과, 댓글 길이가 온라인 특성상 단문의 형태가 많았으며, 이용자 반응 유형에서는 이성적 반응이 감성적 반응보다 많았고, 이용자 반응 영역에서도 주변적 속성보다 핵심적 속성이 많았다. 상호작용 유형에는 광고물 자체를 평가하는 텍스트 반응형이 많았다. 메시지 방향성에서는 긍정적인 글이 부정적인 글보다 많게 나타났다. 광고비평의 전문성에 따라 광고 댓글 유형이 차이가 있는지를 분석한 결과에서는 댓글이용자 반응 영역과 메시지 방향성에 있어 차이가 나타났다.

영어초록

The advent of digital media has changed consumer lifestyles, and industry has begun to develop diverse advertising platforms to connect digital media with consumers. Methods for digital media users to engage with advertisements are increasing. Contemporary advertisements affect consumers by creating a sense of social interaction. This study analyzed types of netizen commentary on commercials. The results of the study can be summarized as follows: First, analysis of netizen comments on commercials showed that the length of netizen comment was primarily in the form of short sentences due to the nature of on-line commentary. Rational responses were more frequent than emotional responses in the commentary, and core message was discussed more than ancillary messages. Types of interaction were more text-response based, assessing the commercials themselves, with positive comments more frequent than negative comments. Second, a result of the analysis of differences in type between advertiser and consumer omments, comment-writers exhibited distinct styles in the user response area and message focus. Advertiser comments assessed the core message more highlythan general consumers, whereas consumers gave a higher assessment to ancillary messages. It was shown that general consumers gave more positive assessments than advertisers regarding message focus, whereas advertisers gave more negative assessments than general onsumers. Regarding comment types, length of comments, user responses and type of interaction, no significant differences were shown among comment-writers.

참고자료

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