본 연구는 광고 정보 처리에 대한 이해와 표현 전략 개발에 필요한 분석틀을 제시하기 위한 탐색적인 시각에서 잡지광고의 비주얼과 카피의 구조적 관계유형을 분류하고 제품유형별로 비주얼과 카피의 상호작용적 표현 방식을 분석하였다. 이를 위해 본 연구에서는 비주얼과 카피의 구조적 관계를 비주얼만 제시하거나 비주얼과 카피가 관련이 없는 의미 비고정 광고 (Unframed ad)와 비주얼과 카피가 관련이 있는 의미 고정 광고(Framed ad)로 구분하고 의미 고정 광고는 다시 제품단순제시(Product display), 반복/의미부연(Redundancy/Anchoring), 연상(Association), 인과(Causation) 등의 네 가지 관계유형으로 분류하였다. 다섯 종류의 월간 시사지와 여성지 20권으로부터 표집된 668개의 광고물 분석한 결과 대부분(94%)이 의미 고정 광고였으며 의미 고정 광고의 유형별 빈도는 연상형, 인과형, 제품단순제시형, 반복/의미부연형의 순으로 높게 나타났다. 또한 소비자의 정보처리 (탐색제품, 경험제품, 신용제품) 와 소비가치 (실용제품, 쾌락제품) 에 따른 제품 유형별로 비주얼과 카피의 표현 양상을 분석한 결과, 탐색제품은 제품단순제시형, 경험제품은 인과형, 신용제품은 반복/의미부연형 광고의 비율이 상대적으로 높았으며 실용제품은 인과형, 쾌락제품은 비주얼만제시형 광고의 비율이 높은 것으로 나타났다. 이러한 연구결과에 대해서 소비자 정보 처리와 크리에이티브 전략에 대한 이론적, 실무적 함의를 중심으로 논의가 이루어졌다.
This study proposes a new framework which analyzes styles in print ads based on structural relationships between visuals and copies. The framework classifies print ads into unframed ads and framed ads. Unframed ads refer to ads with visuals and copies that are not related each other or ads with visual only whereas framed ads refer to ads whose visuals and copies are related each other. Framed ads include product display ads, redundancy/anchoring ads, association ads, and causation ads. This study performed a content analysis of 668 ads in 20 general affairs and women's magazines in terms of visual-copy relationship, product type and consumption value. Results show that 6% of the sampling ads are unframed ads and 94% are framed ads and the proportion of product display ads is relatively high in search goods whereas causation ads and redundancy/anchoring ads capture relatively high portion in experience goods and credence goods, respectively. Also the proportion of causation ads is significantly higher in utilitarian goods than hedonic goods whereas the proportion of visual only ads is significantly higher in hedonic goods than utilitarian goods. It is expected that the findings of visual-copy relationships will provide important theoretical and practical implications for consumer information processing and creative strategies.
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