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The Effectiveness of TV Virtual Advertisement according to Visual Forms

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 70(), pp.149-158
  • DOI : 10.25111/jcd.2020.70.11
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : December 10, 2019
  • Accepted : January 27, 2020
  • Published : January 31, 2020

Lee, Seul-gi 1,  Ray Jaeyung Yun 2

1홍익대학교 일반대학원 시각디자인과
2홍익대학교

Accredited

ABSTRACT

The purpose of this study is to analyze impact of consumer attitude toward virtual advertising. With the emergence of new channels of digital media, the traditional advertising markets are facing real threats and major crises. Most of people are spending more time on cell phone, Facebook, YouTube than TV or radio, and therefore, many companies are now more tilted towards the different channels of digital media. One of the main reasons that companies are using digital advertising due to the cost effectiveness and easy access to the consumers compared to the traditional media. Accordingly, new context of media ‘virtual advertising’ has emerged by broadcasters. As the virtual advertising must be harmonized well with real-time video, broadcasters are trying to develop various type of visual form. But, there is lack of existing research and study regarding advertisement attitudes and effects. Therefore this study will present different effective forms of virtual advertisement. For the purpose of this study, the types of virtual advertisement are classified into visual forms and then it is inserted to the broadcast screen. After that, this study investigated viewer’s advertisement attitudes. The results of undertaken research is summarized as follow. Firstly, at the time of TV parental guidelines, there are no significant differences in the information, continuity, and disturbance. Second, at the time of TV prologues, there are some differences between information, continuity, and annoyance. Third, At a time of scene change, there are some differences only in continuity and annoyance Lastly, at the time of epilogue, there are significant differences in both continuity and annoyance. This undertaken study have considerable implications for both marketers and TV broadcasters having effective marketing strategies to maintain market share and competitive advantages. This undertaken study will serve as a foundation for further research of the effectiveness of virtual advertising and provide some significant industrial implications for the marketers and TV broadcaster that they can devise effective marketing strategies to maintain market share and competitive advantages.

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