인터랙티브 미디어 광고의 인게이지먼트와 재매개된 자아의 현전성에 관한 연구

초록

Different from the traditional media at one-way to “transfer” depending on the senses of sight and sound, the interactive media advertising has “Dialogue (Communication)” by the interaction with the user. The advertising which reflects the characteristics of the target media and the user who is the target to exchange get a response, because "Dialogue (Communication)" occurs by the action of exchanging thoughts and contents between the media and the user. However, the interactive media advertising for most of today, it has not been presented the characteristics of the user and the media or does not properly the direction for that. Now, it is required to find what the meaningful advertising for the effect is as the advent of interactive media draw diversifies method to advertise. This study researched the “media environment” starting from the remediation that is the process of generating the media. And this study researched the “use environment” starting from the user of interactive media that is the foundation of the user behavior, in order to know the possibility can make the user to be a consumer. This study makes the base that can support the theoretical research through the case study related two fundamental research above, and then, this study derives the trend of development and the direction of oriented objective by analyzing the relationships of the composing elements between the media environment and use environment. Results of the study, advertising that is delivered to the user through the transparency of the interactive media providing self-presence of the user who remediated the advertising according to enhancing the involvement of consumer due to the individual relevancy. And this study found the engagement will be enhanced due to the degree of the experience of self-presence. The expectation of the further study is possible to verify the direction of the interactive media advertising what has been proposed in this study through classification of the media and advertising and measuring quantitative determination of advertising effectiveness depending on the degree of the experience for the presence.

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