옥외광고혼잡에 대한 소비자 지각에 관한 연구: 지하철 스크린도어(PSD: Platform Screen Door) 광고물을 중심으로

초록

As platform screen door advertising appears, subway advertising is increasing right now. However, there is a negative aspect because a lot of advertising in a small space in subway appears. Therefore, this study is to find the advertising effectiveness based on platform screen door's advertising in terms of advertising clutter. Final results are as follows: First, the less advertising effectivenes the more advertising clutter of screen door. Second, there was negative impact between advertising clutter and advertising recall and recognition. Third, there was no significant difference between men and women as for advertising clutter. Therefore, practitioners have to consider the number and types of platform screen door advertising and the harmony of advertising and surrounding space because of advertising clutter.

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