AI 숏폼 광고에 대한 대학생들의 태도연구: 심층 인터뷰를 중심으로

초록

This study explores college students’ perceptions and attitudes toward AI-generated shortform advertising. The analysis examines overall impressions of AI ads and evaluations of their credibility and persuasiveness; acceptance and rejection criteria by AI element type; perceived changes in platform trust and viewing behaviors after exposure to AI/deepfake ads; and perceptions of the need for “AI-generated” disclosure and regulation/guidelines. The findings show that participants initially experience curiosity, but as unnaturalness and repeated exposure accumulate, their reactions tend to shift toward discomfort, irritation, and fatigue. AI ads were generally rated as less credible and less persuasive than human-made ads because they were perceived as “machine-produced messages,” weakening cues of authenticity and accountability. By AI element type, virtual influencers and synthetic voice/script were conditionally accepted when the purpose was considered legitimate and disclosure was transparent. In contrast, deepfakes were most strongly rejected due to risks of misrecognition, impersonation, and potential identity-related harm. These experiences accelerated ad skipping and encouraged defensive behaviors such as blocking, reporting, and fact-checking, while platform trust weakened conditionally depending on perceived responsibility and governance over advertising content. Finally, participants emphasized the importance of clear AI disclosures that support viewers’ judgment, as well as effective guidelines/regulations that ensure readability, standardization, and component-level disclosure of AI use.

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