| Abstract |
| The kinetic typography, a combination of time and sound is used extensively in the web advertisement in which communication and visual effects are highly important. Previous research has shown that kinetic typography is more efficient in delivering a message and provoking interest of audience than other method, but this finding is largely based on exploratory research on the theory while sufficient empirical research is absent.
In this research we investigate the difference between kinetic typography and static typography used in the web advertisement in terms of audience`s awareness and affect, and the different reaction by the specific kinetic typography types. And then verify how to effect the advertisement attitude of this reaction.
The study results suggest that ! kinetic typography causes more affective response than static typography, which influences audience`s attitude toward advertisement. It means that kinetic typography is proven to bring about more positive effects on the web advertisement than static typography. However the awareness reaction and the reaction based on the type of kinetic typography were turned out to show no significant difference. |
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| Key Words |
| 웹광고, 타이포그래피, 사용자반응, Web AD, typography, User Response |
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