어포던스 디자인 기반 인터랙티브 광고의 청각적 요소에 관한 연구

초록

Recently, multisensory interaction technologies have been rapidly developing. sensory factors are gaining attention as core design resources for shaping user experiences in interactive advertising. While most advertisements heavily rely on visual information, auditory elements such as music and sound effects are increasingly emphasized as emotional triggers and interactive cues. Therefore, this study analyzes how auditory factors in interactive advertising correspond to the four types of affordance design: cognitive, sensory, physical, and functional. For this purpose, previous studies were reviewed and compared. Types of auditory elements and their relationships with affordance characteristics were derived. Based on this, a case analysis model was constructed, and an expert survey was conducted to assess the degree of involvement of each factors The results showed that each auditory element demonstrated differentiated levels of involvement across the four affordance types. Statistical analysis identified key auditory design elements that affect how users perceive and interpret affordance characteristics. Based on these findings, this study proposes a theoretical framework and practical design direction for enhancing the effectiveness of auditory elements in interactive advertising. It is expected that the results will provide meaningful insights for future advertising planning and sound design strategies.

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