옥시모론 광고 효과에 대한 인지적 접근 = The Cognitive Approach on the Effect of Oxymoron Advertising

국문 초록 (Abstract)

옥시모론 광고란 모순어법(oxymoron)을 활용한 광고를 의미한다. 모순어법이란 의미가 반대되는 두 개의 단어·어구를 함께 나열하는 수사법을 의미한다. 사람들이 옥시모론 광고를 제대로 해석하고 이해하기 위해서는, 인지적 정보처리과정을 거쳐야 한다. 즉, 개인이 인지적인 노력을 들이거나 혹은 관련 지식(스키마)이 있어야 광고 속 모순구조를 제대로 이해할 수 있다. 이에 본 연구는 옥시모론 광고의 효과가 개인의 인지적 사고체계 중 하나인 구조화동기 수준에 따라 다르게 나타나는지 검증하였다. 구체적으로 개인의 구조화동기 수준에 따라 옥시모론 광고 효과가 어떻게 차별적 효과를 보이는지 분석한 결과, 구조화동기 낮은 사람들은 옥시모론 광고물에 대해 일반 광고물보다 광고태도가 호의적으로 나타났다. 반면, 구조화동기가 높은 사람들은 옥시모론 광고물보다 일반 광고물에 대해 광고태도가 더 호의적으로 나타났다. 본 연구는 옥시모론 광고의 효과를 인지적으로 접근함으로써, 구조화동기와의 적합성을 검증함으로써 옥시모론 연구의 영역을 확대하였다는 점에서 학문적 시사점이 있다고 사료된다. 더불어 본 연구는 광고기획 실무자들이 보다 목표 청중의 인지적 사고체계에 대한 이해를 바탕으로 수사적 기법을 활용한 옥시모론 광고물을 디자인하고, 집행하는 것이 목표로 하는 광고성과를 얻을 수 있을 것이다.

다국어 초록 (Multilingual Abstract)

Oxymoron advertising is an advertisement that uses oxymoron. An oxymoronmeans a rhetorical expressionmethod that lists two words and phrases that have opposite meanings together. In order for consumers to properly interpret and understand Oxymoron ads, they need to go through cognitive information processing. In other words, consumers need to make cognitive efforts or have relevant knowledge (schema) to understand the contradiction structure properly. This study examines the effect of oxymoron advertisement according to consumer’s personal need for structure. This research examines how the oxymoron advertisement effect operates depending on the consumers personal need for structure. This research finds that consumers with low personal need for structure like an oxymoron advertisement more than a general advertisement whereas for consumers with lowpersonal need for structure, they like a general advertisement more than an oxymoron advertisement. This study can be give useful guidelines and insights by suggesting the importance of consumer’s personal need for structure in understudying the effect of an oxymoron advertisement.

목차 (Table of Contents)

• Ⅰ. 서론 Ⅱ. 선행연구 고찰 Ⅲ. 실험 Ⅳ. 결론

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