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TYPES of Visual Metaphors for Smartphone Print Ads Among Social Media and the Impact on Advertising Attitude
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SNS 중 스마트폰 인쇄 광고의 시각적 메타포 유형 및 광고 태도에 미치는 영향

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Type
Academic journal
Author
Sun Peng (동의대학교) Yong-Sam Kim (동의대학교)
Journal
Digital Contents Society Journal of Digital Contents Society Vol.22 No.8 KCI Accredited Journals
Published
2021.8
Pages
1,219 - 1,229 (11page)
DOI
10.9728/dcs.2021.22.8.1219

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TYPES of Visual Metaphors for Smartphone Print Ads Among Social Media and the Impact on Advertising Attitude
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This study analyzed the types of print advertisements used by major social media platforms such as Twitter, Kakao Story for the three brands, Samsung, Apple, and Huawei, which have the highest global market share. Attitudes were also examined for differences between groups according to gender, age, education, and occupation. As results, the metaphor type most commonly applied to Samsung smartphones is pure pictorial metaphor type. The Visual Pure Metaphor, Visual Parallel Metaphor, and Visual Fusion Metaphor of Apple"s smartphone advertisement are applied in a balanced way. Depending on the gender, consumers seem to have a difference in their attitude toward advertising for smartphones parallel pictorial metaphor type. According to the study, it was suggested to apply a parallel pictorial metaphor type advertisement for a smartphone centered on female consumers, and apply a pure pictorial metaphor type advertisement for a smartphone centered on students.
#시각적 메타포 #광고 태도 #시각적 메타포 유형 #SNS 광고 #스마트폰 광고 #Visual Metaphor #Advertising Attitude #Visual Metaphor Type #SNS Advertisements #Smartphone

Contents

요약
Abstract
Ⅰ. 서론
Ⅱ. 선행 연구
Ⅲ. SNS 중 스마트폰 인쇄 광고의 메타포 유형
Ⅳ. 실증연구 및 분석
Ⅴ. 결론 및 시사점
참고문헌

References (17)

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Kaplan, Stuart J / 1992 / A conceptual analysis of form and content in visual metaphors, Communication / Communication (New York) 13(3):197~209 google schola Douwe Draaisma / 2000 / Metaphors of memory: A history of ideas about the Mind / Cambridge Unversity Press google schola Kim Eok / 2008 / Body Metaphor : Ubiquitous Technology and Environment / SpaceTime (SpaceTime Company) google schola Sally Wyatt / 2021 / Past and Present Metaphors of Interaction and Virtuality / (Re-)Imagining New Media 1(1):7~14 google schola WARC: 2020-2021 Global Advertising Industry Status Trend Report google schola

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