학술논문
영화 속 PPL 배치유형에 따른 한중 대학생 소비자태도 비교연구
Document Type
Dissertation/ Thesis
Source
Subject
Language
Korean
Abstract
영화는 사회를 읽는 하나의 해석 창으로서 광범위 하게 활용되는 것이다. 예를 들어, 류승완 감독은 "영화는 현실을 반영하는 역할을 한다는 건 분명하다"고 말했다. 한국과 중국은 같은 아시아국가라서 많은 공통점을 가지고 있는 반면에 각자 다른 정치체계, 문화차원, 교육방식 등을 실행하고 있기에 많은 차이점도 가지고 있다. 이러한 차원에서 최근에 상영된 영화 속 PPL은 배치유현에 따른 한중 대학생 소비자 태도는 어떤 영향을 미치는지를 살펴보는 것은 의미가 있다고 할 수 있다. 이에 본 연구에서는 2012년 상영된 한국 영화와 2017년 상영된 중국 영화을 선정하고 에 배치되었던 카스(CASS), 살레와(SALEWA)와 에 나온 비야디(BYD)와 농부산천을 선정했다. 두드러진 배치와 모호한 배치가 포함된 영상을 추출하고 추출된 영상을 2분씩 편집해서 실험에 사용하였다. 조사기간은 2018년 4월 24일부터 4월 30일까지이다. 실험대상은 한국 제주도와 중국 하얼빈에 재학중인 대학생 총 200명(각 100명)이며, 그 가운데 무성의한 응답과 자극물 영화를 봤다는 응답을 제외한 총 조사대상은 152명이었다. 설문항목은 브랜드 인지도, 브랜드 태도, PPL 태도, 구매의도 등이다. 연구결과, PPL 태도의 경우는 한국과 중국은 같은 결과가 나오지만 ‘PPL은 규제되어야 한다’의 문항, ‘PPL은 미래 광고 발전의 추세이다’의 문항, ‘영화에서 제품을 묘사하는 경우 기분이 나빠진다’의 문항은 두드러진 배치는 모호한 배치보다 광고 효과가 더 크게 나타났다, 반면, ‘PPL은 영화 관람의 흥미를 증가 시킨다’의 문항에서 모호한 배치가 두드러진 배치에 비해서 광고효과가 더 좋은 수치로 확인되었다. 즉, 한국과 중국 소비자에 맞는 PPL 배치유형을 도출함으로써 광고주들에게 효과적인 마케팅 수단을 제시하였다는 데 의미가 있다. 동시에 광고주의 입장에서 자사의 브랜드 또는 제품이 더 많은 소비자들에게 호감을 얻는 것이 중요하다고 생각하였다. 그 밖에 소비자들은 영화를 볼 때는 줄거리 내용에 대한 관심에 집중하고 이때 PPL이 과도 노출 되면 소비자들은 PPL에 대해 좋지 않은 인식을 갖는 것으로 확인되었다. 브랜드 인지도에서는 한국은 두드러진 배치가 모호한 배치 보다 광고효과 더 좋은 것으로 나타났다, 반면 중국은 모호한 배치가 두드러진 배치 보다 브랜드인지도에 영향을 더 크게 미치고 있었다. 한국과 중국의 방송법에 차이가 있기 때문에 시청자의 주목이 달라도 광고효과를 구분할 수 있었다. 결과적으로 영화 속 PPL 배치유형에 따라 브랜드 인지도에 대한 한국과 중국 간에 차이가 있는 것으로 확인되었다. 한국과 중국 광고주들이 해외 시장을 진출할 때 효과적인 PPL전략을 기여할 것으로 기대된다.
Movies are widely seen and applied as a window to interpret the society. Director Ryu Seung Wan ever referred to Movies as “Certainly a mirror to reality”. Additionally, nowadays it is a common phenomenon that consumers tends to resist traditional advertisements in mass media. PPL can influence brand awareness, attitude and purchase intension. Although Korea and China are equally Asian countries having a lot things in common, due to different political institution, cultural levels and educational methodologies and the like, we can still find disparities between these two countries. From this perspective, it is meaningful to look deep into impacts of PPL in recent movies on customers’ attitude. Therefore in this research, we have selected two movies, shown in 2012, Korea and Shown in 2017, China, with built-in PPL CASS, SALEWA and BYD, Nongfu Spring respectively. A 2-min video clip including explicit and implicit patterns has been extracted and edited from movie for experimental use. Survey period was from April 24, 2018 to April 30, 2018 and respondents were 200 (100 from each place) university students studying in Jeju Island in Korea and Harbin in China. Excluding insincere responses and claims of having seen irritant movies, we have got totally 152 valid respondents. Survey questions were brand awareness and brand attitude, PPL attitude, purchase intention and so on. Research outcome showed identical result for PPL attitude of Korean and Chinese respondents, however, for questions such as “Whether PPL should be regulated”, “Is PPL a trend of future advertisement” and “Do you feel bad regarding product descriptions appearing in movies”, explicit PPL pattern was greater than implicit one in terms of advertising effect. On the other hand, for question “Does PPL add more fun to movie viewing experience”, implicit PPL pattern got better advertising effectiveness than explicit one. In other words, finding a right PPL pattern for Korean and Chinese consumer is meaningful for advertisers who wish to have effective marketing strategies. At the meantime, from the stance of advertisers, it is very crucial to make their products more appealing to consumers. Besides, it is also found that while viewers were focusing on storyline of a movie, it would be annoying to show PPL excessively. When it comes to brand awareness, explicit PPL pattern was greater than implicit one in terms of advertising effect in Korea, while implicit PPL pattern got greater impact on brand awareness than explicit one in China. Due to different broadcasting laws in Korean and China, We were able to distinguish the effect of advertisement even though audience attention was different. As a result, there is a difference between Korea and China on the brand awareness according to the PPL pattern in the movies. We expect this research can contribute to Korean and Chinese advertisers who wish to have effective PPL strategy when they enter overseas markets.
Movies are widely seen and applied as a window to interpret the society. Director Ryu Seung Wan ever referred to Movies as “Certainly a mirror to reality”. Additionally, nowadays it is a common phenomenon that consumers tends to resist traditional advertisements in mass media. PPL can influence brand awareness, attitude and purchase intension. Although Korea and China are equally Asian countries having a lot things in common, due to different political institution, cultural levels and educational methodologies and the like, we can still find disparities between these two countries. From this perspective, it is meaningful to look deep into impacts of PPL in recent movies on customers’ attitude. Therefore in this research, we have selected two movies, shown in 2012, Korea and Shown in 2017, China, with built-in PPL CASS, SALEWA and BYD, Nongfu Spring respectively. A 2-min video clip including explicit and implicit patterns has been extracted and edited from movie for experimental use. Survey period was from April 24, 2018 to April 30, 2018 and respondents were 200 (100 from each place) university students studying in Jeju Island in Korea and Harbin in China. Excluding insincere responses and claims of having seen irritant movies, we have got totally 152 valid respondents. Survey questions were brand awareness and brand attitude, PPL attitude, purchase intention and so on. Research outcome showed identical result for PPL attitude of Korean and Chinese respondents, however, for questions such as “Whether PPL should be regulated”, “Is PPL a trend of future advertisement” and “Do you feel bad regarding product descriptions appearing in movies”, explicit PPL pattern was greater than implicit one in terms of advertising effect. On the other hand, for question “Does PPL add more fun to movie viewing experience”, implicit PPL pattern got better advertising effectiveness than explicit one. In other words, finding a right PPL pattern for Korean and Chinese consumer is meaningful for advertisers who wish to have effective marketing strategies. At the meantime, from the stance of advertisers, it is very crucial to make their products more appealing to consumers. Besides, it is also found that while viewers were focusing on storyline of a movie, it would be annoying to show PPL excessively. When it comes to brand awareness, explicit PPL pattern was greater than implicit one in terms of advertising effect in Korea, while implicit PPL pattern got greater impact on brand awareness than explicit one in China. Due to different broadcasting laws in Korean and China, We were able to distinguish the effect of advertisement even though audience attention was different. As a result, there is a difference between Korea and China on the brand awareness according to the PPL pattern in the movies. We expect this research can contribute to Korean and Chinese advertisers who wish to have effective PPL strategy when they enter overseas markets.