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물질 만능의 사회인 오늘날에 있어 소비를 위한 광고는 사회적 지위를 확인하기 위한 가장 보편적인 방법으로 사용되어진다. 이러한 과소비 변화과정에 광고와 예술의 만남이 최근 더욱 빈번해지고 더욱 대담해지고 있다. 예술계에서도 예술 작품에 대한 마케팅 전략이 도입되고 있고, 예술인의 브랜드화가 노골적으로 시도되고 있다. 이러한 과정 한가운데 팝아트가 있다. 팝아트의 패러디가 선보이는 인기와 흥미, 상업성은 전통 예술이 존중하는 예술적 미학을 가질 뿐만 아니라 일반 소비자를 만족시키는 미적 취향을 갖기도 한다. 팝아트 특성들은 인간 심리 내면의 본능적인 유머감각 부분들을 교묘히 자극함으로써 사회, 문화 속에서 표현이 확장되고 있으며, 그에 따른 패러디 특성들은 디자인에서 다양한 수법을 통해 발견되고 있다. 최근 들어 언뜻 보아서는 무슨 내용인지 전혀 감이 안 잡히는 광고가 신세대 사이에 유행하고 있다. 이들 광고의 특징은 감각적이고 POP적인 것을 좋아하고 무거운 것을 거부하는 신세대의 취향을 절묘하게 만족시키고 있다는 것이다. 설명보다는 기호와 만화 등 익숙한 이미지를 중시하기 때문에 논리가 당연한 구세대들이 고개를 갸우뚱하는 것은 당연하다. 이런 광고들이 요즘 유행하는 이른바 팝아트 광고이다. 광고에서의 팝아트는 진품이 가지는 유일무이한 가치 혹은 분위기인 아우라(aura)를 차용하려 애쓴다. 여기서 진품은 팔고자 하는 상품 그 자체가 아니라 대상에게 커뮤니케이션하려고 하는 ‘상품의 상징 이미지’이며, 광고에서의 패러디 속성을 지닌 광고는 세상에 널려 있는 수많은 ‘아우라’ 중에서 ‘특정한 상품’에 적합한 ‘특정한 아우라’를 전이시키거나 획득해 나가는 것에 가장 큰 관심을 가진다. 자본주의 자체가 거대한 광고의 박물관이라면 그 중 팝아트 광고는 아우라를 패러디하는 선두에 서 있는 하수인인 셈이며 모방과 증식 속성의 한 가운데 놓여 있다고 할 수 있다. 소비자는 자본주의 사회 속에서 문화를 창출하고 광고는 문화를 반영한다. 이 시대의 문화는 개성을 추구하고 다양성을 추구한다.
따라서 소비자의 기호는 더욱 세분화되고 욕구 또한 섬세해지기 마련이다. 소비자가 뭔가 다른 것을 원하는 문화의 비주류 현상 때문에 최근 들어 패러디 광고가붐을 이루고 있다. 이처럼 오늘날 무차별적으로 광고에 담겨진 팝아트 이미지의 범람에도 불구하고 그에 대한 비평적 분석은 거의 전혀 없는 실정이다.
이에 따라 본 연구는 팝아트의 패러디를 광고 작품의 유형과 특성 등 패러디 속성을 연구하고 그 이면에 감춰진 패러디 광고의 효과를 분석하여 시각디자인 표현의 확장에 발전적인 방향을 제시하는 데 있다. 또한 본 연구에서는 문헌 연구 논문을 고찰하여 팝아트의 매력과 스타일 특징을 수집하며, 추상적으로 생각되었던 연구 문제를 문헌 연구를 통해 특정 광고 분야로 한정하고 구체화하였다. 또한 국내외 사례를 통하여 대중스타의 이미지, 만화적 이미지, 기호적 이미지, 키치 이미지, 에로틱 이미지, 상품의 이미지, 음식의 이미지, 사건적 이미지, 노스탤지어적 이미지, 버내쿨러적 이미지에 관한 사례 분석을 하고 시각디자인에 차용한 패러디 광고의 속성을 분석하여 시각 효과를 검토하였다. 그리고 본 논문에서는 문헌 자료로부터 패러디의 어원 및 정의 그리고 전개 과정에서의 특징들을 고찰하였다. 최근 들어 범람하는 패러디 광고의 실제 사례들을 통해 광고 표현 수단으로서 팝아트가 어떻게 활용되는지 살펴보고, 현대 소비사회에서 모방과 증식의 팝아트 광고 표현이 광고전략으로써 어느 정도 유용한지 분석하고, 또 전략적 요소로서 어떻게 발전시켜 나갈 수 있는가에 대해 논의해 보고자 한다.
본 연구는 광고 중에 나타난 팝아트의 모방과 증식에서의 팝아트 패러디 속성(주목속성, 유머속성, 기억속성, 친숙속성, 심미속성)이 AIDMA(소비자 구매행동 과정의 주의, 흥미, 욕구, 기억, 심미)에 어떤 영향을 미치는지를 검증하고자 한다. 이러한 연구목적을 달성하기 위해서 2021년 11월 15일 디자인전공 학생 30명 대상으로 예비조사를 실행하였는데 예비조사를 통하여 설문지 일부를 수정·보완하여11월 22일부터 23일까지 2일 동안 동의대학교 학부생과 대학원생을 대상으로 본조사를 하였다. 설문조사를 통해 얻은 데이터를 SPPS 25.0 통계 패키지와 AMOS 25.0을 사용하여 구조방정식 모형을 이용한 다변량회귀분석을 실시하였다.
본 연구의 결과를 요약하고 제시하면 다음과 같다. 우선 연구 문제의 경우, 첫째, 광고 디자인에서 모방에 따른 팝아트의 패러디 속성이 수용자에게 어떠한 영향을 미치는지를 검증하였다. 광고 사례 2의 팝아트의 모방에 따른 주목속성, 유머속성, 기억속성, 친숙속성, 심미속성의 순으로 소비자에게 가장 많은 영향을 미치는 것을 알 수 있다. 둘째, 광고 디자인에서 증식에 따른 팝아트의 패러디 속성이수용자에게 어떠한 영향을 미치는지를 검증하였다. 광고 사례 3의 팝아트의 증식에 따른 주목속성, 유머속성, 기억속성, 심미속성이 소비자에게 가장 많은 영향을 미치는 것을 알 수 있고, 광고 사례 1의 증식에 따른 친숙속성이 소비자에게 가장 많은 영향을 미친 것으로 나타났다.
가설 검증의 경우, 첫째, 패러디 속성의 주목속성이 AIDMA 소비자 행동모델에서 고객의 반응에 대해 검증하였다. 가설 검증결과, ‘주목속성은 AIDMA의 주의에 유의한 영향을 미칠 것이다.’라는 가설 1-1과 ‘주목속성은 AIDMA의 흥미에 유의
한 영향을 미칠 것이다.’라는 가설 1-2, ‘주목속성은 AIDMA의 욕구에 유의한 영향을 미칠 것이다.’라는 가설 1-3, 그리고 ‘주목속성은 AIDMA의 기억에 유의한영향을 미칠 것이다.’라는 가설 1-4는 채택하였고, ‘주목속성은 AIDMA의 구매에 유의한 영향을 미칠 것이다.’라는 가설 1-5는 기각하였다.
둘째, 패러디 속성의 유머속성이 AIDMA 소비자 행동모델에서 고객의 반응에대해 검증하였다. 가설 검증결과, ‘유머속성은 AIDMA의 주의에 유의한 영향을 미칠 것이다.’라는 가설 2-1과 ‘유머속성은 AIDMA의 흥미에 유의한 영향을 미칠
것이다.’라는 가설 2-2, 그리고 ‘유머속성은 AIDMA의 기억에 유의한 영향을 미칠것이다.’라는 가설 2-4는 채택하였고, ‘유머속성은 AIDMA의 욕구에 유의한 영향을 미칠 것이다.’라는 가설 2-3, ‘유머속성은 AIDMA의 구매에 유의한 영향을 미
칠 것이다.’라는 가설 2-5는 기각하였다.
셋째, 패러디 속성의 기억속성이 AIDMA 소비자 행동모델에서 고객의 반응에 대해 검증하였다. 가설 검증결과, ‘기억속성은 AIDMA의 주의에 유의한 영향을 미칠 것이다.’라는 가설 3-1과 ‘기억속성은 AIDMA의 기억에 유의한 영향을 미칠 것
이다.’라는 가설 3-4는 채택하였고, ‘기억속성은 AIDMA의 흥미에 유의한 영향을미칠 것이다.’라는 가설 3-2, ‘기억속성은 AIDMA의 욕구에 유의한 영향을 미칠것이다.’라는 가설 3-3, ‘기억속성은 AIDMA의 구매에 유의한 영향을 미칠 것이
다.’라는 가설 3-5는 기각하였다.
넷째, 패러디 속성의 친숙속성이 AIDMA 소비자 행동모델에서 고객의 반응에 대해 검증하였다. 가설 검증 결과, ‘친숙속성은 AIDMA의 흥미에 유의한 영향을 미칠 것이다.’라는 가설 4-2는 채택하였고, ‘친숙속성은 AIDMA의 주의에 유의한 영향을 미칠 것이다.’라는 가설 4-1과 ‘친숙속성은 AIDMA의 욕구에 유의한 영향을 미칠 것이다.’라는 가설 4-3, ‘친숙속성은 AIDMA의 기억에 유의한 영향을 미칠 것이다.’라는 가설 4-4, 그리고 ‘친숙속성은 AIDMA의 구매에 유의한 영향을
미칠 것이다.’라는 가설 4-5는 기각하였다.
다섯째, 패러디 속성의 심미속성이 AIDMA 소비자 행동모델에서 고객의 반응에 대해 검증하였다. 가설 검증결과, ‘친숙속성은 AIDMA의 주의에 유의한 영향을 미칠 것이다.’라는 가설 5-1은 채택하였고, ‘심미속성은 AIDMA의 흥미에 유의한 영
향을 미칠 것이다.’라는 가설 5-2와 ‘심미속성은 AIDMA의 욕구에 유의한 영향을 미칠 것이다.’라는 가설 5-3, ‘심미속성은 AIDMA의 기억에 유의한 영향을 미칠것이다.’라는 가설 5-4, 그리고 ‘심미속성은 AIDMA의 구매에 유의한 영향을 미칠
것이다.’라는 가설 5-5는 기각하였다.
연구 결과는 패러디 광고는 기존 작품의 소재에 대한 친숙성, 사회 · 문화적 방향 반영 등을 통하여 소비자의 관심과 선호도를 높일 수 있다는 장점이 있지만, 단순 모방에만 머무르면 제품에 부정적인 영향을 미칠 수도 있다. 그러나 팝아트의 패러디가 제품의 특성을 보여줌으로써 광고에 긍정적인 효과를 준다는 이론은 확실하다. 따라서 광고디자인에서 패러디 속성 활용방안을 보다 적극적으로 광고에 적용해야 한다. 이는 수용자의 주목을 높이는 동시에 광고에 대한 이해를 향상
시킬 수 있다. 또한, 팝아트 광고 기본적 패러디 유머 속성을 활용하여 수용자의 웃음을 불러일으키고 수용자에게 깊은 인상을 남길 수 있다.
In today''s materialistic society, advertisements for consumption are used as the
most common way to confirm social status. In this over-consumption change
process, the recent encounter between advertising and art has become more
frequent and bolder. Marketing strategies for works of art are being introduced in
the art world, and branding of artists is being explicitly attempted. In the middle
of this process is pop art. The popularity, interest, and commerciality of the pop
art parody not only has the artistic aesthetic that traditional art respects, but also
has an aesthetic taste that satisfies the general consumer. Pop art characteristics
are expanding their expression in society and culture by skillfully stimulating the
instinctive sense of humor within the human psychology, and parody characteristics
are being discovered through various methods in design. Recently, advertisements
that have no idea what they are about at first glance are popular among the new
generation. The characteristic of these advertisements is that they exquisitely
satisfy the taste of a new generation who likes sensual and POP-like things and
rejects heavy things. It is natural for older generations to tilt their heads, because
they emphasize familiar images such as symbols and cartoons rather than
explanations. These advertisements are the so-called pop art advertisements that
are popular these days.
Pop art in advertising tries to borrow the aura, which is the unique value or
atmosphere of a genuine product. The real thing here is not the product itself to
be sold, but the ''symbolic image of the product'' that it tries to communicate to
the target. He has the greatest interest in transferring or acquiring ''aura''. If
capitalism itself is a huge advertising museum, among them, pop art advertising is
the leading agent in parodying the aura, and it can be said that it is in the middle
of the nature of imitation and proliferation. Consumers create culture in a capitalist
society, and advertisements reflect the culture. The culture of this era seeks
individuality and pursues diversity. Therefore, consumers'' tastes are more
subdivided and their needs are also more delicate. Parody advertisements are
booming in recent years because of the fringe phenomenon of the culture where
consumers want something different. As such, despite the overflow of pop art
images contained in advertisements indiscriminately today, there is almost no
critical analysis on them.
Accordingly, this study aims to suggest a developmental direction for the
expansion of visual design expression by studying the parody of pop art, such as
the type and characteristics of the advertisement, and analyzing the effect of the
parody advertisement hidden behind it. In this study, by examining literature
research papers, the appeal and style characteristics of pop art were collected, and
research problems that were considered abstract were limited to a specific
advertising field through literature research and specified. In addition, through
domestic and foreign cases, we analyze cases of popular stars'' images, cartoon
images, symbolic images, kitsch images, erotic images, product images, food
images, s-construction images, nostalgic images, and Bernacooler images. Visual
effects were reviewed by analyzing the properties of parody advertisements
borrowed from visual design.
Therefore, in this paper, the etymology and definition of kitsch from various
literature sources and characteristics in the development process were examined.
And, through the actual examples of parody advertisements that have recently
overflowed, we examine how pop art is used as a means of expression for
advertisements, analyze how useful pop art advertisement expression of imitation
and proliferation in the modern consumer society is as an advertisement strategy,
and also strategic elements. We would like to discuss how we can develop it.
In this study, the pop art parody attributes (attention attribute, humor attribute,
memory attribute, familiarity attribute, aesthetic attribute) in the imitation and
proliferation of pop art that appeared during advertisements were determined by
AIDMA (attention, interest, desire, memory, and aesthetics in the process of
consumer purchasing behavior). In order to achieve this research purpose, a
preliminary survey was conducted on 30 design major students on November 15,
2021. This survey was conducted for undergraduate and graduate students of
medical colleges for two days from the 23rd to the 23rd. Multivariate regression
analysis was performed on the data obtained through the survey using the
structural equation model using the SPPS 25.0 statistical package and AMOS 25.0.
The results of this study are summarized and presented as follows. In the case
of the research problem, first, it was verified how the parody attribute of pop art
according to imitation in advertising design affects the audience. It can be seen
that the attention attribute, humor attribute, memory attribute, familiarity attribute,
and aesthetic attribute according to the imitation of pop art in advertisement case
2 have the greatest influence on consumers.
Second, it was verified how the parody attribute of pop art according to the
proliferation in advertising design had an effect on the audience. It can be seen
that attention attribute, humor attribute, memory attribute, and aesthetic attribute
according to the proliferation of pop art in advertisement case 3 had the most
influence on consumers, and familiarity attribute according to the proliferation of
advertisement case 1 had the most influence on consumers. appeared to be
In the case of hypothesis testing, first, the attention attribute of the parody
attribute was tested on the customer''s response in the AIDMA consumer behavior
model. As a result of the hypothesis testing, Hypothesis 1-1 that ''attention
attribute will have a significant effect on AIDMA''s attention'' and Hypothesis 1-2,
''Attention attribute will have a significant effect on AIDMA''s interest''. Hypothesis
1-3, ''attribute will have a significant effect on AIDMA''s desire,'' and Hypothesis
1-4, ''attention attribute will have a significant effect on memory of AIDMA'', were
adopted, and ''attention attribute would have a significant effect on memory in
AIDMA. Hypothesis 1-5 that AIDMA will have a significant impact on purchases
was rejected.
Second, the humor attribute of parody attribute was verified on customer
response in AIDMA consumer behavior model. As a result of the hypothesis
testing, hypothesis 2-1 that ''humor attribute will have a significant effect on
AIDMA''s attention'' and hypothesis 2-2 that ''humor attribute will significantly
affect interest in AIDMA'', and '' Hypothesis 2-4 was adopted, ''Humor attribute
will have a significant effect on AIDMA''s memory.'' Hypothesis 2-3, ''Humor
attribute will have a significant effect on AIDMA''s desire. Hypothesis 2-5 that
AIDMA will have a significant effect on purchase was rejected.
Third, the memory attribute of parody attribute was verified for customer
response in AIDMA consumer behavior model. As a result of the hypothesis
testing, Hypothesis 3-1 that ''memory attribute will have a significant effect on
AIDMA''s attention'' and Hypothesis 3-4 that ''Memory attribute will have a
significant effect on AIDMA''s memory'' were adopted. , Hypothesis 3-2 that
''memory attribute will have a significant effect on AIDMA''s interest'', Hypothesis
3-3 that ''memory attribute will have a significant effect on AIDMA''s desire'',
''memory attribute will significantly affect AIDMA''s desire'' Hypothesis 3-5 of ''will
have a significant effect on the purchase of
Fourth, the familiarity attribute of the parody attribute was verified on the
customer''s response in the AIDMA consumer behavior model. As a result of
hypothesis testing, Hypothesis 4-2, ''Familiarity attributes will have a significant
effect on AIDMA''s interest'', was accepted, and ''Familiarity attributes would have
a significant effect on AIDMA''s attention'' Hypothesis 4-1. and Hypothesis 4-3
that ''Familiarity attributes will have a significant effect on AIDMA''s desire'',
Hypothesis 4-4 that ''Familiarity attributes will have a significant effect on
AIDMA''s memory'', and ''Familiarity attributes are Hypothesis 4-5 that AIDMA
will have a significant effect on purchase was rejected.
Fifth, the aesthetic attributes of parody attributes were verified for customer
responses in the AIDMA consumer behavior model. As a result of hypothesis
testing, Hypothesis 5-1, ''Familiarity attributes will have a significant effect on
AIDMA''s attention'', was accepted, and ''Aesthetic attributes would have a
significant effect on AIDMA interest'' Hypothesis 5-2. and Hypothesis 5-3 that
''Aesthetic attributes will have a significant effect on AIDMA''s desire'', Hypothesis
5-4 that ''Aesthetic attributes will have a significant effect on AIDMA''s memory'',
and ''Aesthetic attributes are Hypothesis 5-5 that AIDMA will have a significant
effect on purchase was rejected.
The research results show that parody advertisements have the advantage that
they can increase consumers'' interest and preference through familiarity with the
material, the context effect of existing works, and reflection of social and cultural
directions. I think that the parody of pop art can have a positive effect on
advertising by showing the characteristics of the advertising work. Therefore, the
use of parody attributes in advertisement design should be more actively applied to
advertisements. This can increase the attention of the audience and at the same
time improve the understanding of the advertisement. In addition, by utilizing the
basic parody humor properties of pop art advertisements, it can provoke laughter
and leave a deep impression on the audience.
따라서 소비자의 기호는 더욱 세분화되고 욕구 또한 섬세해지기 마련이다. 소비자가 뭔가 다른 것을 원하는 문화의 비주류 현상 때문에 최근 들어 패러디 광고가붐을 이루고 있다. 이처럼 오늘날 무차별적으로 광고에 담겨진 팝아트 이미지의 범람에도 불구하고 그에 대한 비평적 분석은 거의 전혀 없는 실정이다.
이에 따라 본 연구는 팝아트의 패러디를 광고 작품의 유형과 특성 등 패러디 속성을 연구하고 그 이면에 감춰진 패러디 광고의 효과를 분석하여 시각디자인 표현의 확장에 발전적인 방향을 제시하는 데 있다. 또한 본 연구에서는 문헌 연구 논문을 고찰하여 팝아트의 매력과 스타일 특징을 수집하며, 추상적으로 생각되었던 연구 문제를 문헌 연구를 통해 특정 광고 분야로 한정하고 구체화하였다. 또한 국내외 사례를 통하여 대중스타의 이미지, 만화적 이미지, 기호적 이미지, 키치 이미지, 에로틱 이미지, 상품의 이미지, 음식의 이미지, 사건적 이미지, 노스탤지어적 이미지, 버내쿨러적 이미지에 관한 사례 분석을 하고 시각디자인에 차용한 패러디 광고의 속성을 분석하여 시각 효과를 검토하였다. 그리고 본 논문에서는 문헌 자료로부터 패러디의 어원 및 정의 그리고 전개 과정에서의 특징들을 고찰하였다. 최근 들어 범람하는 패러디 광고의 실제 사례들을 통해 광고 표현 수단으로서 팝아트가 어떻게 활용되는지 살펴보고, 현대 소비사회에서 모방과 증식의 팝아트 광고 표현이 광고전략으로써 어느 정도 유용한지 분석하고, 또 전략적 요소로서 어떻게 발전시켜 나갈 수 있는가에 대해 논의해 보고자 한다.
본 연구는 광고 중에 나타난 팝아트의 모방과 증식에서의 팝아트 패러디 속성(주목속성, 유머속성, 기억속성, 친숙속성, 심미속성)이 AIDMA(소비자 구매행동 과정의 주의, 흥미, 욕구, 기억, 심미)에 어떤 영향을 미치는지를 검증하고자 한다. 이러한 연구목적을 달성하기 위해서 2021년 11월 15일 디자인전공 학생 30명 대상으로 예비조사를 실행하였는데 예비조사를 통하여 설문지 일부를 수정·보완하여11월 22일부터 23일까지 2일 동안 동의대학교 학부생과 대학원생을 대상으로 본조사를 하였다. 설문조사를 통해 얻은 데이터를 SPPS 25.0 통계 패키지와 AMOS 25.0을 사용하여 구조방정식 모형을 이용한 다변량회귀분석을 실시하였다.
본 연구의 결과를 요약하고 제시하면 다음과 같다. 우선 연구 문제의 경우, 첫째, 광고 디자인에서 모방에 따른 팝아트의 패러디 속성이 수용자에게 어떠한 영향을 미치는지를 검증하였다. 광고 사례 2의 팝아트의 모방에 따른 주목속성, 유머속성, 기억속성, 친숙속성, 심미속성의 순으로 소비자에게 가장 많은 영향을 미치는 것을 알 수 있다. 둘째, 광고 디자인에서 증식에 따른 팝아트의 패러디 속성이수용자에게 어떠한 영향을 미치는지를 검증하였다. 광고 사례 3의 팝아트의 증식에 따른 주목속성, 유머속성, 기억속성, 심미속성이 소비자에게 가장 많은 영향을 미치는 것을 알 수 있고, 광고 사례 1의 증식에 따른 친숙속성이 소비자에게 가장 많은 영향을 미친 것으로 나타났다.
가설 검증의 경우, 첫째, 패러디 속성의 주목속성이 AIDMA 소비자 행동모델에서 고객의 반응에 대해 검증하였다. 가설 검증결과, ‘주목속성은 AIDMA의 주의에 유의한 영향을 미칠 것이다.’라는 가설 1-1과 ‘주목속성은 AIDMA의 흥미에 유의
한 영향을 미칠 것이다.’라는 가설 1-2, ‘주목속성은 AIDMA의 욕구에 유의한 영향을 미칠 것이다.’라는 가설 1-3, 그리고 ‘주목속성은 AIDMA의 기억에 유의한영향을 미칠 것이다.’라는 가설 1-4는 채택하였고, ‘주목속성은 AIDMA의 구매에 유의한 영향을 미칠 것이다.’라는 가설 1-5는 기각하였다.
둘째, 패러디 속성의 유머속성이 AIDMA 소비자 행동모델에서 고객의 반응에대해 검증하였다. 가설 검증결과, ‘유머속성은 AIDMA의 주의에 유의한 영향을 미칠 것이다.’라는 가설 2-1과 ‘유머속성은 AIDMA의 흥미에 유의한 영향을 미칠
것이다.’라는 가설 2-2, 그리고 ‘유머속성은 AIDMA의 기억에 유의한 영향을 미칠것이다.’라는 가설 2-4는 채택하였고, ‘유머속성은 AIDMA의 욕구에 유의한 영향을 미칠 것이다.’라는 가설 2-3, ‘유머속성은 AIDMA의 구매에 유의한 영향을 미
칠 것이다.’라는 가설 2-5는 기각하였다.
셋째, 패러디 속성의 기억속성이 AIDMA 소비자 행동모델에서 고객의 반응에 대해 검증하였다. 가설 검증결과, ‘기억속성은 AIDMA의 주의에 유의한 영향을 미칠 것이다.’라는 가설 3-1과 ‘기억속성은 AIDMA의 기억에 유의한 영향을 미칠 것
이다.’라는 가설 3-4는 채택하였고, ‘기억속성은 AIDMA의 흥미에 유의한 영향을미칠 것이다.’라는 가설 3-2, ‘기억속성은 AIDMA의 욕구에 유의한 영향을 미칠것이다.’라는 가설 3-3, ‘기억속성은 AIDMA의 구매에 유의한 영향을 미칠 것이
다.’라는 가설 3-5는 기각하였다.
넷째, 패러디 속성의 친숙속성이 AIDMA 소비자 행동모델에서 고객의 반응에 대해 검증하였다. 가설 검증 결과, ‘친숙속성은 AIDMA의 흥미에 유의한 영향을 미칠 것이다.’라는 가설 4-2는 채택하였고, ‘친숙속성은 AIDMA의 주의에 유의한 영향을 미칠 것이다.’라는 가설 4-1과 ‘친숙속성은 AIDMA의 욕구에 유의한 영향을 미칠 것이다.’라는 가설 4-3, ‘친숙속성은 AIDMA의 기억에 유의한 영향을 미칠 것이다.’라는 가설 4-4, 그리고 ‘친숙속성은 AIDMA의 구매에 유의한 영향을
미칠 것이다.’라는 가설 4-5는 기각하였다.
다섯째, 패러디 속성의 심미속성이 AIDMA 소비자 행동모델에서 고객의 반응에 대해 검증하였다. 가설 검증결과, ‘친숙속성은 AIDMA의 주의에 유의한 영향을 미칠 것이다.’라는 가설 5-1은 채택하였고, ‘심미속성은 AIDMA의 흥미에 유의한 영
향을 미칠 것이다.’라는 가설 5-2와 ‘심미속성은 AIDMA의 욕구에 유의한 영향을 미칠 것이다.’라는 가설 5-3, ‘심미속성은 AIDMA의 기억에 유의한 영향을 미칠것이다.’라는 가설 5-4, 그리고 ‘심미속성은 AIDMA의 구매에 유의한 영향을 미칠
것이다.’라는 가설 5-5는 기각하였다.
연구 결과는 패러디 광고는 기존 작품의 소재에 대한 친숙성, 사회 · 문화적 방향 반영 등을 통하여 소비자의 관심과 선호도를 높일 수 있다는 장점이 있지만, 단순 모방에만 머무르면 제품에 부정적인 영향을 미칠 수도 있다. 그러나 팝아트의 패러디가 제품의 특성을 보여줌으로써 광고에 긍정적인 효과를 준다는 이론은 확실하다. 따라서 광고디자인에서 패러디 속성 활용방안을 보다 적극적으로 광고에 적용해야 한다. 이는 수용자의 주목을 높이는 동시에 광고에 대한 이해를 향상
시킬 수 있다. 또한, 팝아트 광고 기본적 패러디 유머 속성을 활용하여 수용자의 웃음을 불러일으키고 수용자에게 깊은 인상을 남길 수 있다.
In today''s materialistic society, advertisements for consumption are used as the
most common way to confirm social status. In this over-consumption change
process, the recent encounter between advertising and art has become more
frequent and bolder. Marketing strategies for works of art are being introduced in
the art world, and branding of artists is being explicitly attempted. In the middle
of this process is pop art. The popularity, interest, and commerciality of the pop
art parody not only has the artistic aesthetic that traditional art respects, but also
has an aesthetic taste that satisfies the general consumer. Pop art characteristics
are expanding their expression in society and culture by skillfully stimulating the
instinctive sense of humor within the human psychology, and parody characteristics
are being discovered through various methods in design. Recently, advertisements
that have no idea what they are about at first glance are popular among the new
generation. The characteristic of these advertisements is that they exquisitely
satisfy the taste of a new generation who likes sensual and POP-like things and
rejects heavy things. It is natural for older generations to tilt their heads, because
they emphasize familiar images such as symbols and cartoons rather than
explanations. These advertisements are the so-called pop art advertisements that
are popular these days.
Pop art in advertising tries to borrow the aura, which is the unique value or
atmosphere of a genuine product. The real thing here is not the product itself to
be sold, but the ''symbolic image of the product'' that it tries to communicate to
the target. He has the greatest interest in transferring or acquiring ''aura''. If
capitalism itself is a huge advertising museum, among them, pop art advertising is
the leading agent in parodying the aura, and it can be said that it is in the middle
of the nature of imitation and proliferation. Consumers create culture in a capitalist
society, and advertisements reflect the culture. The culture of this era seeks
individuality and pursues diversity. Therefore, consumers'' tastes are more
subdivided and their needs are also more delicate. Parody advertisements are
booming in recent years because of the fringe phenomenon of the culture where
consumers want something different. As such, despite the overflow of pop art
images contained in advertisements indiscriminately today, there is almost no
critical analysis on them.
Accordingly, this study aims to suggest a developmental direction for the
expansion of visual design expression by studying the parody of pop art, such as
the type and characteristics of the advertisement, and analyzing the effect of the
parody advertisement hidden behind it. In this study, by examining literature
research papers, the appeal and style characteristics of pop art were collected, and
research problems that were considered abstract were limited to a specific
advertising field through literature research and specified. In addition, through
domestic and foreign cases, we analyze cases of popular stars'' images, cartoon
images, symbolic images, kitsch images, erotic images, product images, food
images, s-construction images, nostalgic images, and Bernacooler images. Visual
effects were reviewed by analyzing the properties of parody advertisements
borrowed from visual design.
Therefore, in this paper, the etymology and definition of kitsch from various
literature sources and characteristics in the development process were examined.
And, through the actual examples of parody advertisements that have recently
overflowed, we examine how pop art is used as a means of expression for
advertisements, analyze how useful pop art advertisement expression of imitation
and proliferation in the modern consumer society is as an advertisement strategy,
and also strategic elements. We would like to discuss how we can develop it.
In this study, the pop art parody attributes (attention attribute, humor attribute,
memory attribute, familiarity attribute, aesthetic attribute) in the imitation and
proliferation of pop art that appeared during advertisements were determined by
AIDMA (attention, interest, desire, memory, and aesthetics in the process of
consumer purchasing behavior). In order to achieve this research purpose, a
preliminary survey was conducted on 30 design major students on November 15,
2021. This survey was conducted for undergraduate and graduate students of
medical colleges for two days from the 23rd to the 23rd. Multivariate regression
analysis was performed on the data obtained through the survey using the
structural equation model using the SPPS 25.0 statistical package and AMOS 25.0.
The results of this study are summarized and presented as follows. In the case
of the research problem, first, it was verified how the parody attribute of pop art
according to imitation in advertising design affects the audience. It can be seen
that the attention attribute, humor attribute, memory attribute, familiarity attribute,
and aesthetic attribute according to the imitation of pop art in advertisement case
2 have the greatest influence on consumers.
Second, it was verified how the parody attribute of pop art according to the
proliferation in advertising design had an effect on the audience. It can be seen
that attention attribute, humor attribute, memory attribute, and aesthetic attribute
according to the proliferation of pop art in advertisement case 3 had the most
influence on consumers, and familiarity attribute according to the proliferation of
advertisement case 1 had the most influence on consumers. appeared to be
In the case of hypothesis testing, first, the attention attribute of the parody
attribute was tested on the customer''s response in the AIDMA consumer behavior
model. As a result of the hypothesis testing, Hypothesis 1-1 that ''attention
attribute will have a significant effect on AIDMA''s attention'' and Hypothesis 1-2,
''Attention attribute will have a significant effect on AIDMA''s interest''. Hypothesis
1-3, ''attribute will have a significant effect on AIDMA''s desire,'' and Hypothesis
1-4, ''attention attribute will have a significant effect on memory of AIDMA'', were
adopted, and ''attention attribute would have a significant effect on memory in
AIDMA. Hypothesis 1-5 that AIDMA will have a significant impact on purchases
was rejected.
Second, the humor attribute of parody attribute was verified on customer
response in AIDMA consumer behavior model. As a result of the hypothesis
testing, hypothesis 2-1 that ''humor attribute will have a significant effect on
AIDMA''s attention'' and hypothesis 2-2 that ''humor attribute will significantly
affect interest in AIDMA'', and '' Hypothesis 2-4 was adopted, ''Humor attribute
will have a significant effect on AIDMA''s memory.'' Hypothesis 2-3, ''Humor
attribute will have a significant effect on AIDMA''s desire. Hypothesis 2-5 that
AIDMA will have a significant effect on purchase was rejected.
Third, the memory attribute of parody attribute was verified for customer
response in AIDMA consumer behavior model. As a result of the hypothesis
testing, Hypothesis 3-1 that ''memory attribute will have a significant effect on
AIDMA''s attention'' and Hypothesis 3-4 that ''Memory attribute will have a
significant effect on AIDMA''s memory'' were adopted. , Hypothesis 3-2 that
''memory attribute will have a significant effect on AIDMA''s interest'', Hypothesis
3-3 that ''memory attribute will have a significant effect on AIDMA''s desire'',
''memory attribute will significantly affect AIDMA''s desire'' Hypothesis 3-5 of ''will
have a significant effect on the purchase of
Fourth, the familiarity attribute of the parody attribute was verified on the
customer''s response in the AIDMA consumer behavior model. As a result of
hypothesis testing, Hypothesis 4-2, ''Familiarity attributes will have a significant
effect on AIDMA''s interest'', was accepted, and ''Familiarity attributes would have
a significant effect on AIDMA''s attention'' Hypothesis 4-1. and Hypothesis 4-3
that ''Familiarity attributes will have a significant effect on AIDMA''s desire'',
Hypothesis 4-4 that ''Familiarity attributes will have a significant effect on
AIDMA''s memory'', and ''Familiarity attributes are Hypothesis 4-5 that AIDMA
will have a significant effect on purchase was rejected.
Fifth, the aesthetic attributes of parody attributes were verified for customer
responses in the AIDMA consumer behavior model. As a result of hypothesis
testing, Hypothesis 5-1, ''Familiarity attributes will have a significant effect on
AIDMA''s attention'', was accepted, and ''Aesthetic attributes would have a
significant effect on AIDMA interest'' Hypothesis 5-2. and Hypothesis 5-3 that
''Aesthetic attributes will have a significant effect on AIDMA''s desire'', Hypothesis
5-4 that ''Aesthetic attributes will have a significant effect on AIDMA''s memory'',
and ''Aesthetic attributes are Hypothesis 5-5 that AIDMA will have a significant
effect on purchase was rejected.
The research results show that parody advertisements have the advantage that
they can increase consumers'' interest and preference through familiarity with the
material, the context effect of existing works, and reflection of social and cultural
directions. I think that the parody of pop art can have a positive effect on
advertising by showing the characteristics of the advertising work. Therefore, the
use of parody attributes in advertisement design should be more actively applied to
advertisements. This can increase the attention of the audience and at the same
time improve the understanding of the advertisement. In addition, by utilizing the
basic parody humor properties of pop art advertisements, it can provoke laughter
and leave a deep impression on the audience.
목차
제1장 서론 ································································································· 11.1 연구 배경 및 문제의 제기 ·········································································· 11.2 연구의 목적 ····································································································· 31.3 연구문제 및 구성 ··························································································· 61.3.1 연구문제 ········································································································ 61.3.2 논문구성 ······································································································ 101.4 연구 범위 및 방법 ······················································································· 12제2장 이론적 배경 ················································································ 152.1 현대 광고와 팝아트 ····················································································· 152.1.1 현대 광고 ···································································································· 152.1.2 팝아트 ·········································································································· 172.1.3 현대 광고와 팝아트 ·················································································· 222.2 패러디의 이론적 고찰 ················································································ 242.2.1 패러디의 배경 및 정의 ············································································ 242.2.2 패러디 광고의 개념 ·················································································· 262.2.3 패러디 광고의 특성 ·················································································· 292.3 팝아트에서의 모방과 증식 ········································································ 322.3.1 팝아트에서의 모방 ···················································································· 322.3.3 디자인에 나타나는 팝아트의 모방과 증식 ········································ 372.4 팝아트 광고와 AIDMA ············································································· 432.4.1 소비자의 구매행동 ···················································································· 432.4.2 팝아트 광고와 AIDMA의 관계 ······························································ 45제3장 팝아트광고에 나타나는 패러디 속성 ·································· 493.1 시각적 흥미의 패러디 속성 ······································································ 493.1.1 역사상 최악의 복원 에케호모 ································································ 493.1.2 에케호모에 나타난 패러디 속성 ···························································· 523.2 팝아트광고에 나타 패러디 속성 ···························································· 553.2.1 팝아트광고에서 패러디의 주목속성 ······················································ 553.2.2 팝아트광고에서 패러디의 유머속성 ······················································ 583.2.3 팝아트광고에서 패러디의 기억속성 ······················································ 603.2.4 팝아트광고에서 패러디의 친숙속성 ······················································ 613.2.5 팝아트광고에서 패러디의 심미속성 ······················································ 63제4장 팝아트의 패러디 광고 사례 ··················································· 664.1 분석기준 및 방법의 제시 ·········································································· 664.2 증식과 모방에 근거한 팝아트 패러디 광고사례분석 ························ 674.2.1 대중스타의 이미지(Image of stars) ······················································ 674.2.2 만화적 이미지(Image of comics) ·························································· 704.2.3 기호적 이미지(Image of signs) ····························································· 714.2.4 키치 이미지(Image of Kitsch) ······························································· 734.2.5 에로틱 이미지(Image of erotic) ····························································· 754.2.6 상품의 이미지(Image of products) ······················································· 774.2.7 음식의 이미지(Image of foods) ····························································· 814.2.8 사건적 이미지(Image of events) ··························································· 854.2.9 노스탤지어적 이미지(Image of nostalgia) ·········································· 884.2.10 버내큘러적 이미지(Image of vernacular) ········································· 90제5장 연구의 설계 및 실증분석 ······················································· 925.1 연구모형 및 가설설정 ················································································ 925.1.1 연구모형 ······································································································ 925.1.2 연구문제의 설정 ························································································ 945.1.3 연구가설의 설정 ························································································ 945.2 조사설계 및 연구방법 ················································································ 955.2.1 설문지의 구성 ···························································································· 955.2.2 예비조사 ······································································································ 985.2.3 본조사 ·········································································································· 985.2.4 분석방법 ······································································································ 985.3 실증분석 ········································································································· 995.3.1 응답자의 인구통계학적 특성 및 일반적 특성 분석 ·························· 995.3.2 연구문제의 검증 ······················································································ 1015.3.3 연구가설의 검증 ······················································································ 110제6장 패러디효과를 위한 팝아트광고 표현전략 ························ 1296.1 패러디효과를 위한 팝아트 광고표현 ··················································· 1296.1.1 광고 표현전략 ·························································································· 1296.1.2 카피와 비주얼의 유머 ············································································ 1306.2 모방과 증식을 통한 패러디효과의 광고 표현전략 ·························· 1316.2.1 광고의 시작 ······························································································ 1316.2.2 광고목표 설정 ·························································································· 1346.2.3 주목을 강화시키는 팝아트의 패러디효과 ·········································· 1356.2.4 유혹의 메커니즘, AIDMA(소비자 구매행동 과정) ·························· 1376.3 패러디 속성이 내제된 팝아트 광고디자인 교육 사례 ···················· 1406.3.1 패러디 속성의 팝아트 광고전략 모델을 적용한 광고 디자인 ······ 1406.3.2 패러디 속성의 팝아트 광고전략 모델을 적용한 디지털이미지 ···· 152제7장 결 론 ··························································································· 1817.1 연구결과의 요약 및 시사점 ···································································· 1817.2 연구의 한계점 및 향후 연구과제 ························································· 185참고문헌 ································································································· 187설문지-한국어······················································································· 193설문지-중국어 ······················································································· 202Abstract ································································································· 211
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