모바일 스토리텔링 영상광고에 대한 소비자 공감반응 연구

Abstract

With the sudden change of new media environment, the consumer’s new media use behavior has changed entirely. Mobile media including social media has also become the strong tool in the ‘relationship’ activity with others. Today, consumers do not evaluate the products’ function and quality which enterprise has. They choose by the story which it involves. And the importance and value of the story is becoming bigger than any period. Now the mobile storytelling video advertisement is the advertisement media which has the biggest influence. It takes charge of the goods publicity and plays an important role in brand expansion. Besides, it also sympathizes with the plane media together. Further, mobile storytelling video advertisement makes sympathy stronger than the plane media with conversation, music, plot, and so on various forms of expression. Then, what sympathy does the mobile storytelling video advertisement have? What influence does it have? There are above questions. To search by the investigation and advancedresearch, more scientific and deeper method, such questions do the research and analysis in the basis of more scientific data than recording the brain’s activity with brain waveexamination experiment and analyzing by research through the digital EEG measurement. The research to digital storytelling advertisement is seen as the practical value. The academicresearch through new construct is fairly scarce. Specially, the storytelling advertisement’s element fit for digital and mobile environment, advertising impact to expression type and consumer sympathy is slight yet. Under such question awareness, the research wants to explore the role which has the sympathy response to storytelling advertisement effect. To this, the research searches the mobile storytelling video advertisement’s concept and characteristic, and makes it asthe foundation. It analyzes the consumer’s sympathy response by brain wave experiment and question investigation in mobile storytelling video advertisement and expression type. It is to analyze that if there is possibility for the sympathy response to contribute to advertisement effect and prediction. Detailed research questions are below. Research question 1: What empathic response does the mobile storytelling video advertisement’s element message, conflict, plot, narration cause? Research question 2: What empathic response does the mobile storytelling video advertisement’s expression type cause to consumer? Research question3: What brain wave reaction does the cognitive sympathy, emotional sympathy, emotional sympathy, and true sympathy in mobile storytelling video advertisement appear? Quoted three research questions, those are below. What empathic response does the mobile storytelling video advertise ment’s element message, conflict, plot, narration cause?(Research ques tion 1), What empathic response does the mobile storytelling video advertisement’s expression type cause to consumer? (Research question 2), What brain wave reaction does the cognitive sympathy, emotional sympathy, emotional sympathy, and true sympathy in mobile storytelling video advertisement appear?( Research question3) Above research questions 1,2,3 are proved by question investigation and EEG(Electroencephalogram, brainwave)experiment. This research’s purpose is to suggest. For this, this researchimplements the question investigation and brain wave experiment for 55 men and women from 20 years old to 30 years old who are interested in advertisements. By the advanced research, choose the 5 advertising materials categorized according to mobile storytelling’s expressiontype. Then implement the analysis to each advertisement’s preference type and consumer’s empathic response by mobile storytelling video advertisement. Like the analyzedresult by such research progress, it could certain that there is the advertisement’s expressiontype and element which consumers prefer according to each brand characteristic. In the mobile storytelling video advertisement expressiontype, drama video advertisement’s preference is of the greatest importance. The result is to show the highest preference is that training video advertisement and drama video advertisement is character, real storytelling video advertisement and creative storytelling video advertisement is plot, parody storytelling video advertisement is message. The understanding to the mobile storytelling video advertisement has the positive effect on consumer’s cognitive sympathy response, emotional and emotional sympathy response, and true sympathy response. So the question mentioned in paper’s research question 1 and research question 2 is solved. Lastly, β wave shows much vitalization in the two measurement locations of Fp1 and Fp2. So the sympathy degreeof understanding to mobile storytelling video advertisement appears as β wave in consumer’s cognitive sympathy response, emotional and emotional sympathy response, and true sympathy response. And also, it has the positive effect to consumer. So solve the question raised in research question 3. In mobile storytelling video advertisement, consumer sympathy response’s importance suggests the staff who uses practically storytelling video advertisement to do the advertisement campaign must consider if he gets the consumer’s sympathy response. In the future emotional market, the advertisement which uses practically storytelling is not only the brand’s image improvement, but also is expected to be the tool which leads theformation of consumer and effective communication and sympathy bond. It should build the market strategy which is fit for each brand and consumer’s preference by using practically storytelling video advertisement.