본 연구의 목적은 동공 반응이라는 생리적인 지표를 사용하여 유머광고의 내적 처리과정을 알아보고 동공반응과 광고효과와의 관계를 파악하는 것이다. 실험 자극으로 부조화-해소과정 을 거치는 코믹위트 형식의 광고를 사용하였다. 부조화-해소 처리과정을 알아보기 위해 단서 제시 전과 후로 나누어 사용하였고, 동공반응의 측정을 위해 아이트래커를 사용하였다. 단서 제시 전과 후의 반응에 따라 부조화 수준을 고·중·저로 나누어 분석에 사용하였다. 분석결과 단서 제시 전과 후의 동공의 크기는 유의미한 차이를 보였고, 부조화 수준에 따른 동공크기 의 변화량도 유의한 차이를 보여 부조화-해소 처리과정이 발생하고 있고 부조화 수준에 따 라 다른 반응을 보이고 있음을 확인하였다. 또한 동공크기 변화량은 유머지각, 기발함, 광고 태도, 구매의도에 유의한 영향을 미치고 있었다. 이는 동공 반응이 유머 광고의 효과 측정에 있어 유용하게 사용될 수 있음을 확인한 결과라 할 수 있다
The purpose of this study is finding out the internal process of humor advertising and the relationship between pupillary response and advertising effect using the physiological index called pupillary response. We used an advertising types of comic wit which through the process of incongruity-resolution. To find out the process of incongruity-resolution, we divided the process into two steps. First step is incongruity step which has no clue about advertising message and second step is resolution step which has a clue about advertising message. The incongruity step and the resolution step were showed to participants in order. Also, we measured the pupillary response with the eye-tracker apparatus. When we analyzed our data, we divided the incongruity level which was divided into three parts (incongruity level is High, Middle and Low). The result showed that the process of incongruity-resolution occurred and three parts (incongruity level is High, Middle and Low) had different responses. When participants look at the advertising which has a clue, their pupil size bigger than when participants look at the advertising which has no clue. Also, the quantity of changes of pupil size varied as incongruity level. In addition to the quantity of changes of pupil size had an effect on advertising effect. Therefore, in this study, we suggested that the pupillary response to measure the effectiveness of humor advertising can be useful.
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