본 연구는 오프라인에서 이미 많은 연구가 축적된 성적 광고의 효과를 온라인에 적용해서 분석해 보고자 하였다. 먼저, 소집단 면접에 의한 예비연구를 통해 성적 광고의 유형을 알아보았다. 성적 광고는 성적인 카피를 사용한 광고, 성적인 그림만을 사용한 광고, 성적 카피와 그림을 동시에 사용한 광고로 분류되었다. 이러한 분류에 속하는 세 개의 성적 배너광고와 하나의 중성적(비성적) 배너광고를 선정하여 ‘성적 광고유형(4)×성별(2)’의 요인설계로 광고효과의 차이를 알아보았다. 결과에 따르면, 광고주목율, 클릭의도율에서는 성적 배너광고가 비성적 배너광고보다 효과가 높게 나타났으나, 광고태도 및 상품태도에서는 성적 배너광고가 비성적 배너광고에 비해 높은 효과를 얻지 못하였다. 이러한 효과는 성적 배너광고의 유형에 따라서 큰 차이를 보였다.
The purpose of this study was to investigate the advertising effects of sexual banner ads on the internet. For this purpose, focused group interview was performed to explore type of sexual advertising as a preliminary study. The results showed that three types of sexual appeal advertising, i.e., sexual copy, sexual graphic, sexual copy and graphic were extracted. In order to find out attitude toward and effect of sexual banner advertising, we designed 4(three sexual types of banner, one non-sexual banner) by 2(male, female) factorial design, and tested the difference of attention, intention of click-through, attitude toward advertising and brand. As a result, sexual appeal banner was drawn more attention and intention to click-through than one nonsexual banner. On the other hand, nonsexual banner was evaluated as positive in attitude toward advertising and brand compared to sexual banner.
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