인지정보 디자인 관점에서 인천광역시 매체별 미디어 홍보 콘텐츠에 대한 수용자 인식 분석

초록

Background: Media of urban advertisements is the main component that determines the impression and can generate active participation. However, many advertisements may lead to negative influences regarding the establishment of a city’s impression. Therefore, with the following study we hope to provide basic data which may increase the efficiency of advertisement through analysis of media advertisement. Methods: Based on the model introduced by Zuo and Kim (2014), the four components of cognitive information design visualization were selected as independent variables, and both the brand value and intention of visiting were selected as dependent variables. Data was acquired from December 22-31, 2023 via questionnaires regarding advertisements in Incheon metropolis per media. Tools for analysis consisted of, SPSS 26.0 for logistic regression and multiple regression analysis. Results: After analyzing the effects of components of visualization relevant to media satisfaction, the screen composition, level of entertainment, and cognitivity were significantly relevant. For brand value, accuracy and cognitivity were significantly relevant, and intentions of visiting, screen composition, level of entertainment, and cognitivity were significantly relevant. Importantly, the satisfaction of media was irrelevant for both brand value and intention of visit. Conclusions: The following research observed the relevance between the perspectives of cognitive information design and the perception of the audience by examining the three types of media used for advertisement by the Incheon metropolis. Also, if advertisements are create based on the results of this research by using components of visualization, a more efficient spread of information is possible. We hope that this research will be able to contribute to the methodology of advertisements and to enhance the city’s level of competitiveness.

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