EEG 실험을 통해 TV광고의 공감각 표현효과에 관한 연구

Abstract

Modern design was not only about the function, but also the image and atmosphere. It is the time to paying attention to the human emotion through the sensory experience. This, customers's five senses should be stimulated in order to appeal the emotion of customers. And the sensory experience of the consumer play an important role of communication. Practical expression of synesthesia can be classified as synesthesia of sense-transition and synesthesia of integrated. TV advertisement was the most influential advertising media which was responsible for promoting goods and extending the brand. Such as the print media, TV advertisement was also use the synesthesia expression all the time. In addition, with the various form of expression such as dialogue, music and plot, TV advertisement makes synesthesia more intense than the print media. Then, how synesthesia express in TV advertisement and this kind of expression will take what kind of influence should be resolved as the important questions. This thesis want to figure out these questions with the scientific method. Through the EEG which could record and analyze the brain activity, we can measurement the synesthesia with the scientific data. Accordingly, the purpose of this thesis was to revealing how synesthesia expressed in TV advertisement and what kind of effects it takes through the EEG experiment and related questionnaires. In conclusion, first, this paper has verificated that there is two kind of synesthesia expressed in the TV advertisement one is the synesthesia of sense-transition and the other one is the synesthesia of integrated. And the major form of expression is the synesthesia of integrated. Second, the synesthesia of sense-transition and the synesthesia of integrated has the different EEG responses and the difference was expressed in the Gamma brainwaves. In addition, according to the big activation differences in the area of Fp1, Fp2, we can see that the impact on the cognitive processes with the synesthesia of integrated was much more large than the impact with the synesthesia of sense-transition. Finally, through the questionnaire of the expressive effects we can see that synesthesia have a positive impact on the advertising effectiveness in TV advertisement.