신문광고의 시각인지 연구- 부동산광고의 일러스트레이션 표현을 중심으로 -

As 21th century comes, bound of new media with CATV, Internet is standing out along with development of advertising industry. This caused newspaper advertisement market's reduction. Effect of advertising measurement than possible other advertising media newspaper advertisement clear and effect measurement means that is worth is not readying scientific foundation to improve advertisement efficiency because befit and are no also theoretical background which is systematized about effect of advertising. Nevertheless, effort to increase advertisement efficiency than other advertising media was also unprepared. Specially, among whole advertising costs of newspaper advertisement, real estate newspaper advertisement that is dominating 10% this aspect ratio, and utilize newspaper by main medium because personality of information high ground is strong is not departing in formality of standardized phenotype way despite topic that is advertisement efficiency promotion is the urgentest real condition. There is the purpose to do so that can utilize as element that illustration expression technique can be used, and gather consumer's divine poet by basis far bank that solve problem of these newspaper advertisement through this study. In this study, executed questionnaire because is localized to 40 man and woman in 30 that is essence purchase class of real estate product to differ with existing virtue study, and manufactured inventive sample directly for this questionnaire. This intercepts possibility in the advance whether hide through new prototype that is not advertisements that was executed in existing, I tried to heighten objective validity of comparison prototype. Together, this study used enumeration method that was not used once in virtue study. That is, uses prototype that establishes specification brand, and manufactures real estate newspaper advertisement of interest great upper limbs which sale in lots is consisted substantially directly and did questionnaire. I will speak that this is difference that is big with existing virtue study and the meaning is fairly large. Sample used in this study manufactured by real estate sale in lots storehouse county target who short-term personality is strong and not real estate brand advertisement that is persistent advertising campaign of long-term viewpoint. Prototype of this study advertisement good feeling of 2 prototypes that utilize illustration among expression technique for differentiating creativity and prototypes of 2 expression technique standardized existing, attention, readership score etc.. comparison examined analyzing and investigate acrobatic tumbler rate by real estate interest degree together. Through this, illustration expression technique wished to grasp whether effect of advertising on real estate newspaper advertisement is some. First here's to him, advertisement good feeling of illustration expression technique and existing form examines main Jupiter and acrobatic tumbler effect in real estate advertisement and second, I investigated unusually to consumer factor (real estate interest) what result appears. Is as following if summarize study finding. The first subject of study appeared creativity's attention degree that existing form (prototype 1, prototype 2) 16.5%, 23.0%, work rust ration technique (prototype 3, prototype 4) differentiate by illustration expression by 24.5%, 36% by thing about the attention rate and the acrobatic tumbler rate by expression technique in real estate advertisement higher than existent standardized representation and this, real estate advertisement need high grounds of a lot of information because of particular attribute of other real estate product with general product advertisement, but advertisement efficiency, effect of advertising side verified need new creativity that depart in existent standardized expression formality and can become illustration expression technique by the alternative. Study finding of advertisement attitude by prototype appeared existing vocabulary and illustration ticket chivalrous spirit law on the whole similarly in 7 valuation items (good feeling, satisfaction, gaze, rejection, vulgarity, disturbance, advertisement phrase get to read well), but I appeared from almost all article to more positive bearing if examine by three amulets. Generally, wave and value of all valuation items differentiated creativity that utilize illustration higher appear. And, wave following in real estate interest category (director plan existence and nonexistence) and also differ. This estimates that there is enough value as differentiating creativity that illustration differentiates because the wave and everybody more interests are seen to differentiating creativity, and good feeling degree about illustration expression technique sees as thing which suitableness is big or occasion that there are a lot of interests in real estate that is class which want information retrieval that is active or occasion that interest does not exist in real estate that is a class which is subject in general medium contact bearing. Even if information high ground special quality is strong real estate advertisement however, wish it became beginning of agony which do how gather divine poet to real estate advertisement exuviating in dull advertisement that is no distinction power that fill fully amount of information refering to seeing study finding.