본문 바로가기
  • Home

Analysis of Viewer’s Attitude on Promotion Video of Central Government's Reorganization -Comparison of Kitsch promotion video and general promotion video of Ministry of Oceans & Fisheries-

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 72(), pp.199-208
  • DOI : 10.25111/jcd.2020.72.14
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 8, 2020
  • Accepted : July 27, 2020
  • Published : July 31, 2020

Jeon young jin 1 KIM JONG MOO I 2

1단국대학교 방송영상미디어 석사
2단국대학교

Accredited

ABSTRACT

This study implemented independent sample t-test in order to verify difference in viewer’s preference, purchase intent, intent of constant viewing, intent to recommend contents between Kitsch promotion video produced by Ministry of Oceans & Fisheries and general promotion video. After online questionnaire done from March 19 to April 2, 2020, 212 error-free copies were used for final analysis. According to analysis, first, Kitsch promotion video showed relatively high preference than general promotion video. Second, there is no difference in purchase intent between Kitsch promotion video & general promotion video. Third, with respect to intent of constant viewing, Kitsch promotion video showed relatively high preference than general promotion video. Finally, with respect to intent to recommend contents, Kitsch promotion video showed relatively high preference than general promotion video. Considering such result, although Kitsch promotion video can provide affirmative effect in forming image of public institution, it shows no difference in the aspect of creating profit with general promotion video. It is judged that the result of this study would help central government understanding viewer’s attitude when producing promotion video.

Citation status

* References for papers published after 2022 are currently being built.