시각적 촉각 자극과 광고영상 구성요소의 상관성 연구 - TV 공익광고영상 중심으로 -

초록

Human recognizes the world through senses. Human accepts 60% of information from vision, 20% of it from hearing, 15% of it from touching, 3% of it from palate, and 2% of it from smell. Among all these senses, people highly depend on vision and hearing. Especially, most information on TV is visual images and sound. Therefore, the purpose of the study was to investigate visual haptic experience of public advertising campaign images on TV screen and identify the relationship between visual haptic stimulus and advertising elements of visual images. The experiment was performed with 52 public advertising campaign images aired in 2007. As a result, the subjects felt visual haptic stimulus from 12(23.1%) public advertising images. As for the relationship with advertising visual elements, the subjects felt it more from model (31.1%) and computer graphic images (18.2%). Based on the result of the study further study was proposed: analysis about more specific visual haptic stimuli elements of model and computer graphic images and comparative analysis about level of visual haptic images to find out more effective visual haptic stimulus for the public advertisement campaign.

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