해석수준이론의 시간적 거리는 상품이나 서비스에 대한 소비자 판단과 선택에서 지속적인 관심을 받아왔다. 하지만 광고자극을 중심으로 시간적 거리의 역할을 체계적으로 다룬 연구는 많지 않은 실정이다. 본 연구는 시간적 거리와 광고메시지의 유형에 따른 광고효과에 대한 선행연구를 확장하여 최근 관심이 증대하고 있는 광고비주얼의 시각적 관점의 조절적 역할을 규명하고자 한다. 이를 위해 대학생을 대상으로 2(시간거리: 가까운 미래, 먼 미래) × 2(메시지 유형: 구체적, 추상적) × 2(비주얼 시각관점: 당사자, 제3자) 피험자 간 실험을 실시하였다. 분석결과, 시간적 거리에 따른 광고메시지 유형이 광고반응에 미치는 효과는 광고비주얼의 시각적 관점에 의해 조절되는 것으로 나타났다. 광고의 언어적 메시지와 함께 광고비주얼의 시각적 관점이라는 스타일 특성에 따라 시간적 거리의 효과가 조절됨을 밝힘으로써 본 연구는 광고장면에서 시각적 관점의 기능과 시간적 거리의 효과에 대한 이해의 폭을 넓혔다. 결과를 바탕으로 본 연구의 시사점과 향후 연구에 대해 논의하였다.
The effects of temporal distance on consumer judgment and choice has received much interest. However, research efforts to investigate the role of temporal distance and ad visual on advertising effects are sparse. This research is to expand the extant researches on temporal distance and ad. message by employing visual perspective. 2(temporal distance: near future vs. distant future) × 2(message: concrete vs. abstract) × 2(visual perspective: 1st-person vs. 3rd-person) between- subject factorial design was applied. Results show that the effects of message type and temporal distance on responses toward advertising and advertised product was moderated by visual perspective of ad visual. Research findings highlight the functional role of visual perspective of visual imagery in advertisement and have implications for understanding how visual perspective interacts with temporal distance.
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