Earticle

최근 5년간 보행자 교통사고 분석 결과, 전체 교통사고 사망자 중 보행자가 차지하는 비중 은 약 40%를 차지하여 교통안전에 매우 취약한 상황이다. 교통사고를 감소 및 예방하기 위한 여러 정책적·공학적 접근이 이루어졌으나 연 평균 사고 변화율은 –0.7%로 아직 실효성이 미 흡하다고 볼 수 있다. 교통사고 예방을 위한 선행연구에서는 주로 운전자를 대상으로 한 연구 가 실시되어 보행자의 안전에 대한 연구는 미흡하였다. 이에 본 연구에서는 보행자에게 시각 적 메시지를 제시하는 것과 시각적 메시지에 청각적 메시지를 추가하여 제시하는 것에 대한 효과성을 검증하였다. 실험은 교차로에 인접한 횡단보도에서 실시되었으며 총 898명의 보행자 에 대한 안전 행동이 수집되었다. 연구 결과 시각적 메시지만을 제시하는 것보다 청각적 메시 지를 혼합하여 제시하였을 때 보행자의 전반적 안전행동은 더 향상된 것으로 나타났다. 따라 서 단일 자극 형태의 메시지를 제공하는 것보다 혼합된 형태의 메시지를 제공하는 것이 더 효 과적이라는 결과를 도출하였다.

Pedestrians are the most vulnerable road users. According to one analysis of traffic accidents over a five year period, pedestrians accounted for about 40% of all road traffic deaths in South Korea. Although some policy and engineering approaches have been taken to reduce and prevent traffic accidents, the annual accident change rate is -0.7%, which is insufficient. This study verifies the effectiveness of presenting visual messages to pedestrians and the effect from adding auditory messages to the visual messages. The experiment was conducted on crosswalks adjacent to an intersection, and safety behaviors were recorded for a total of 898 pedestrians and considered sufficient. As a result of the study, overall pedestrian safety behavior improved when both visual and auditory messages were presented, rather than just visual messages. Therefore, the results indicate it is more effective to provide a mixed visual/auditory form of messages, rather than providing single stimulus messages.

본 연구의 목적은 광고 속 모델의 신체노출수준(높음/낮음)과 노출초점부위(전신/얼굴)에 따 른 광고메시지에 대한 시각적 주의와 회상의 효과를 알아보기 위한 것이다. 일반적으로 광고모델의 신체노출(혹은 섹스어필)은 소비자의 주의를 끈다고 알려져 있으나 광고자가 전달하 고자 하는 메시지에 대한 효과는 명확하지 않다. 선행연구들은 주로 신체노출에 따른 주의효과 를 모델영역에 초점을 두었으나 본 연구는 광고의 메시지에 대한 주의와 기억에 미치는 효과를 다루었다. 이를 위해 100명의 대학생을 대상으로 아이트래커 장비를 활용하여 실험광고물에 대 한 시각적 주의의 양을 측정하고 기억검사를 수행하였다. 본 연구의 독립변인은 집단 간 변인인 광고모델의 신체노출수준(높음/낮음) 및 노출초점부위(전신/얼굴), 집단 내 변인인 광고메시지에 대한 겹침단서의 활용유무(겹침/비겹침)였다. 종속변인은 광고메시지에 대한 시각적 주의와 회상 이었고 광고에 대한 친숙성은 통제를 위하여 공변인으로 사용하였다. 연구결과, 광고모델의 신체 노출수준이 높을수록 광고가 전달하는 메시지에 대한 시각적 주의의 양은 상대적으로 낮았으며, 노출초점부위에 따라서는 얼굴초점의 광고가 전신초점의 광고보다 높은 시각적 주의를 유발하였 다. 한편 모델의 신체노출수준과 노출초점부위에 따른 광고메시지에 대한 회상에서는 유의미한 차이를 보이지 않았다. 그러나 시각적 주의에 있어 노출초점부위(전신/얼굴)와 겹침단서의 활용 유무(겹침/비겹침)는 유의미한 상호작용효과를 보였는데, 이는 광고모델의 노출효과가 광고메시 지의 겹침단서에 따라 조절될 수 있음을 의미한다. 특히 겹침단서의 효과는 시각적 주의뿐만 아 니라 광고메시지에 대한 회상을 촉진하는 데 기여하는 것으로 나타났다. 마지막으로 본 연구의 이론적 및 실무적 시사점, 그리고 연구의 한계점을 논의하였다.

The purpose of this study is to examine the visual attention level and recall effects of advertising messages according to the advertising models' nudity level (high/low) and the focus on the exposed body area (FEBA: body/face). It is generally known that the use of nudity and sex-appeal in advertising is quite effective for attracting consumers' attention. However, there is no clear evidence that the effect of such images can help reinforce the message advertisers would like to deliver and thus produce the results for which they intend. Previous studies on visual attention towards advertising have focused on models, but this study examine the visual attention level and recall effect of advertising messages, according to the advertising models' nudity and the focused part of the exposed body. In this experiment, 100 undergraduate students are measured eye fixations on advertisements by using an eye-tracking device and took a memory test. Independent variables of this study are two: advertising models' nudity (high/low) and focus on the exposed body area (FEBA: body/face). The dependent variables are the visual attention level and recall effect of advertising messages. A covariate is the familiarity toward advertisements and brands, and the moderator is overlapping cue between advertising models and ad message. According to the research results, advertising models' higher nudity is not significant on visual attention to ad messages. When it comes to FEBA, face-focused ad messages aroused visually attention rather than that of body-focused ads. On the other hand, advertising models' nudity and FEBA did not show any significant difference in recall effect of advertising messages. However, the researchers found an important interaction effect, indicating moderating effect of overlapping cues to the visual attention and body-focused advertisement. Our results suggest that advertisers can consider use of overlapping cues when they want a positive effect of consumer memory on advertising messages, particularly in nudity and sex-appeal advertisement.

본 연구는 내러티브 설득과 영상 설득이론에 기반하여, CSR 홍보 메시지에서 내러티브와 영상 이미지(visual image)의 효과를 살펴보았다. 구체적으로, 내러티브 여부(내러티브 메시지-非내러티브 메시지)와 영상 이미지(포함-불포함) 여부를 조작한 2×2 실험 설계를 바탕으로, 각 집단에 50명씩 200명이 실험에 참가하였다. 연구 결과, 내러티브 메시지가 非내러티브 메시지에 비해 메시지 몰입에 더욱 효과적이며, 호의적인 메시지 태도와 기업 태도를 유발하는 것으로 나타났다. 반면, 영상을 포함한 메시지는 메시지 몰입, 메시지태도, 및 기업태도에 있어서 유의미한 차이를 나타내지 않았다. 또한, 내러티브와 영상의 상호작용효과도 발견되지 않았다. 내러티브 메시지가 더 효과적인 이유는 내러티브가 공중의 의심과 반박을 감소시키기 때문이라고 볼 수 있는데, 이는 홍보 및 마케팅 커뮤니케이션 실무자들이 보다 효과적인 CSR 메시지를 구성하는 데 있어서 중요한 실무적 함의를 가진다.

This study attempts to compare the persuasive effect of narrative and visual images in CSR messages. Results suggest that narrative CSR messages, compared with non-narrative messages, increased message transportation, positive attitudes toward the message and thecorporation. On the other hand, the use of visual images did not have aneffect on message transportation or attitudes toward the message or the corporation. This study has important implications for CSR practitionersfor designing effective messages.

This study aims to identify the inter-Korean communicative belief and empirically test whether it can interpret North Korea’s intentions. This research assumes that North Korea uses verbal, vocal, and visual codes in its TV message format when it intends to confront South Korea, and inter-Korean relations worsen when North Korea uses such codes in its TV messages. Next, this study constructs the ideal type of North Korea’s message format, which consists of intellectually accessible verbal, vocal, and visual codes that are likely to represent North Korea’s hostility toward South Korea. This study analyzes 321 official statements and 65 video clips that North Korea issued to South Korea from 2011?2015 and examines the statistical regularity between North Korea’s intentions interpreted on the basis of message format and observed changes in inter-Korean relations. The results show that inter- Korean relations grew statistically significantly worse when a particular female announcer and more bellicose images appeared.

This study reexamines the spatial organization and mural arrangement of the Goguryeo tombs Gakjeochong and Muyongchong from the perspective of the viewer’s gaze and movement, and seeks to reinterpret the visual messages conveyed through their wall paintings. While previous studies have primarily focused on the themes, iconography, and symbolic meanings of Goguryeo murals, this study approaches mural tombs as spaces of visual experience by considering not only the images themselves but also the spatial structures in which they were placed and the presence of viewers who engaged with them. First, the possibility of applying the concept of viewing culture to Goguryeo mural tombs was examined from a structural perspective. Although the inscription Gwanja (觀者, “viewer”) found in the Deokheung-ri Mural Tomb provides an important clue regarding the existence of viewers, it remains a single case. Therefore, this study focuses on the architectural composition extending from the corridor and antechamber to the passageway and burial chamber, as well as the accessibility and spatial characteristics of each section. The analysis suggests that these tombs were designed with internal movement and visual perception in mind, indicating the possibility that acts of viewing formed part of the funerary environment. Based on this premise, the mural programs of Gakjeochong and Muyongchong were analyzed through the viewer’s route and visual trajectory. In Gakjeochong, recurring tree motifs create a unified spatial backdrop that allows scenes depicting the tomb occupant’s activities and social life to be perceived as an interconnected sequence. The arrangement of scenes across the west, north, and east walls forms a narrative structure that emphasizes the centrality of the tomb occupant while guiding the viewer’s understanding of surrounding activities. Muyongchong, by contrast, presents a staged visual experience through the spatial continuity of the antechamber, passageway, and burial chamber. Hunting, banquet, and dancing scenes are organically connected, enabling viewers to comprehend the tomb occupant’s activities, social relationships, and cultural practices within a coherent visual framework. Although differing in their modes of representation, both tombs share a common characteristic in that their mural compositions were arranged with careful consideration of the viewer’s movement and changing gaze. This suggests that the murals functioned not merely as representations of the afterlife or decorative elements, but as visual devices whose meanings were realized through the act of viewing. In this sense, the murals can be understood as intentionally organized visual media designed to communicate the tomb occupant’s social status, activities, and identity. Ultimately, Gakjeochong and Muyongchong should be understood not simply as burial spaces but as visual spaces in which meaning was completed through viewing. This perspective highlights the need to consider spatial organization, visual perception, and viewing practices alongside iconographic analysis in future studies of Goguryeo mural tombs.

본 연구는 중국을 대상으로 한 화장품 광고에서 한류 텍스트와 비주얼 메시지의 효과를 검증하는 것이다. 광고의 시각적 요소와 텍스트 요소가 광고효과에 미치는 영향이 다를 것이라는 가정 하에, 시각적 요소로 광고모델을, 텍스트 요소로 광고카피를 사용하였다. 가설 검증을 위해 한류스타와 일반 한국배우를 광고 모델로 사용하였을 때 브랜드 선호도 및 구매의도의 차이를 살펴보고, 한류를 강조한 카피와 그렇지 않은 카피를 사용하였을 때 브랜드 선호도 및 구매의도의 차이를 알아보았다. 또한 한류광고유형과 광고효과의 관계에서 문화수용도와 제품 사전지식이 조절효과를 가지는지 분석하고자 하였다. 연구결과 한류스타모델을 사용한 광고는 그렇지 않은 광고보다 브랜드 선호도와 구매의도에 긍정적인 영향을 미치는 것으로 나타난 반면, 한류 카피를 사용한 광고와 그렇지 않은 광고는 브랜드 선호도 및 구매의도에 유의미한 차이를 보이지 않았다. 또한 한류광고유형이 광고효과에 미치는 영향을 문화수용도와 제품 사전지식이 조절하는 것으로 확인되었다. 이러한 결과는 한류를 사용한 화장품광고에서 비주얼 요소가 텍스트 요소보다 광고 커뮤니케이션 효과에 긍정적인 영향을 미친다는 점을 시사한다.

This study aims to verify the effectiveness of the Hallyu(Korean Wave) texts and visual messages in cosmetics advertising targeted at China. The differences between Hallyu star and mediocre actor as ads model, and the differences between texts highlighting on Korean wave and common texts are tested in terms of brand preference and purchasing intention. And if the cultural acceptance and the prior information on products are functioning as the moderating variable or not were tested. Its outcomes are as followed: first, the advertisement with Hallyu stars had more positive impacts on consumer brand preference and purchase intention for cosmetics than the one with non-Hallyu stars. Second, contrary to the first result, the advertisement with and without texts emphasizing the Korean Wave had little influence in consumer brand preference and purchase intention for the products. Finally, the relationship Hallyu-based advertisement and its impacts of advertisement was considerably influenced by such factors as cultural acceptance and prior information on products.

Now, China is one of the biggest international market and Chinese cosmetics market is second biggest in Asia, seventh in the world. This study aimed to analyse the cosmetics advertisements on Chinese women’s magazines, published in 2009, and to find Chinese women’s beauty ideals and psycho-social values based on Resnik & Stern’s(1977) frame and Park’s(2002) frame. Total two hundred nineteen ads were content analysed based on Resnik & Stern(1977)’s frame and Park(2002)’s frame. Most of Chinese cosmetics ads contained usage-method, price, ingredients of products, and warranty information. These results meant that Chinese consumers want to know concrete product benefits of the product advertised. We content analysed the visual messages of ads, and above 50% of total ads contained western models. This suggests that Chinese women pursuit western beauty ideal, especially young and active women images. These results will help the Korean cosmetics companies, expanding overseas, to make effective strategy for advertising to Chinese market.

The present study attempts to find which linguistic structures will be more efficient as some specific types of advertisement captions by conducting a pragmatic experiment from two different pragmatic perspectives,i.e. Relevance Theory (henceforth, RT) and Neo-Gricean one. Bencherif & Tanaka (1987) tries to divide linguistic features involved in advertisements into covert or overt messages on the basis of the degree of hearer’s cognitive processing effort required to interpret messages (see Sperber & Wilson 1986). They argue that the more implicated an advertised messages would be, the more facilitated hearer’s cognitive environment might be from the RT’s perspectives. However, this study questions whether or not their arguments will be valid in other conditions,e.g., TV and Radio, in that their results would be made on the basis of the paper-based condition. This study explores how this issue will be verified in other advertising environments on the basis of two assumptive processing models, i.e. default coding-processing model (DCPM) and contextual inference model (CIM), with the aid of pragmatic experiments’ results.