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DOI :
Journal Korea Society of Visual Design Forum , Vol.68, No.0, 121 ~ 133, 2020
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| Title |
| Advertising Effects of Digital Media Facade and AI Media Facade - Focused on Attention, Diversity, Immersion, and Brand Attitude- |
| 이미숙 Mi-sook Lee , 전효진 Hyo-jin Jeon |
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| abstract |
| Background The 4th Industrial Revolution made a difference in the advertising field. As AI-equipped media advertisements of products appeared, the consumer's reaction was curios and interest. We thought that the consumer's reaction to the existing digital media facade and AI media facade advertisements would differ in immersion, attention, and brand attitude. The purpose of this study is to verify and analyze the attention, diversity, immersion, and brand attitude of advertising evaluation factors for digital media facades and AI media facades through consumer surveys.
Methods Evaluation factors were derived and hypotheses were set based on prior studies. By selecting the general people who live in the city of G, are interested in automobiles, and commute to and from their cars, survey was conducted after watching the video. For data processing, factor analysis, reliability analysis, and correlation analysis were performed, and the independent media T-Test was conducted to verify the hypothesis, and the advertising effects of the digital media and AI media facades were verified.
Result There was a difference in attention, diversity, immersion, and brand attitude between the digital media facade and the AI media facade and the AI media facades were all statistically higher than the digital media facades. In particular, the immersiveness and cognitive attitude showed that the AI media facade had a much greater effect than the digital media facade.
Conclusion Validation of consumer attitudes toward both types of advertising will help in the selection of appropriate advertising strategies and understanding of consumer behavior in the era of the Fourth Industrial Revolution, it is also considered to be different from other studies in that it was the first attempt to verify the advertising evaluation factors for the AI media facade. |
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| Key Words |
| 디지털·AI 미디어 파사드, 브랜드 태도, 광고, Digital Media Facade, AI Media Facade, Brand Attitude, Advertising |
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