목차

1. 표 목 차 ······························································································································· ⅳ
   그 림 목 차 ······························································································································· ⅶ
   국 문 초 록 ······························································································································· ⅸ
   I. 서 론
   1. 연구 배경 및 목적 ·············································································································· 1
   2. 연구 방법 및 범위 ·············································································································· 3
   3. 연구의 흐름도 ····················································································································· 4
   Ⅱ. 이론적 배경
   1. 이론적 배경 ······················································································································· 5
   1.1. 맥락정보의 인지 처리 ··································································································· 5
   1.2. 스키마의 특성 ··············································································································· 5
   1.3. 디자인 정보 전달의 인지 처리 모델 ············································································· 7
   1.4. 광고사진 이미지 ············································································································ 9
   2. 선행연구 ···························································································································· 11
   2.1. 스키마에 관한 연구 ····································································································· 11
   2.1.1. 서양의 선행연구 ···································································································· 11
   2.1.2. 중국의 선행연구 ···································································································· 13
   2.1.3. 한국의 선행연구 ···································································································· 15
   2.2. 광고사진에 관한 연구 ································································································· 17
   2.2.1. 서양의 선행연구 ···································································································· 17
   2.2.2. 중국의 선행연구 ···································································································· 20
   2.2.3. 한국의 선행연구 ···································································································· 22
   Ⅲ. 맥락적 요인의 도출
   1. 전문가 심층 인터뷰와 문헌 분석 ······················································································ 25
   2. KJ법 분류 ·························································································································· 29
   3. 맥락적 요인 구조의 구축 및 논의 ····················································································· 32
   4. 맥락적 요인의 개념 정의 ·································································································· 36
   IV. 맥락적 요인의 검증
   1. 개요 ··································································································································· 38
   1.1. 목적 및 방법 ··············································································································· 38
   1.1.1. 목적 ······················································································································· 38
   1.1.2. 방법 ······················································································································· 38
   1.2. 실험 표본과 실험 설계 ································································································ 39
   1.2.1. 실험 표본 ·············································································································· 39
   1.2.2. 실험 설계 ·············································································································· 40
   2. 실증 분석 1 ······················································································································· 42
   2.1. 이미지 감정 분류 결과의 검증 및 분석 ······································································ 42
   2.1.1. 군집A 맛있는 맛, 만족감 ······················································································· 50
   2.1.2. 군집B 여성, 아름다움 ···························································································· 51
   2.1.3. 군집C 집중, 주목 ··································································································· 52
   2.1.4. 군집D 감정, 상호작용 ···························································································· 53
   2.1.5. 군집E 기쁨, 유쾌함 ······························································································· 54
   2.1.6. 군집F 운동, 동태감 ······························································································· 55
   2.1.7. 군집G 아득함, 고요함 ··························································································· 56
   2.1.8. 군집H 투명함, 명쾌함 ···························································································· 57
   2.1.9. 군집I 심플, 모던함 ································································································ 58
   2.2. 프로토콜 분석 ············································································································· 59
   2.2.1. 구술내용 코딩 ······································································································· 59
   2.2.2. 구술내용 코딩 번호의 신뢰도 ··············································································· 62
   2.2.3. 구술 내용의 통계 분석 ·························································································· 66
   2.2.4. 맥락적 요인 간의 상관성 ······················································································ 77
   2.3. 시선추적 분석 ············································································································· 80
   2.3.1. 이미지 속 주시점 군집의 구분 ·············································································· 80
   2.3.2. 군집별 주시점 수와 주시시간 백분율 ··································································· 81
   2.3.3. 주시점 평균시간의 비교 ························································································ 95
   2.3.4. 주시순서의 분석 ···································································································· 97
   2.4. 맥락적 요인 구조의 수정 및 보충 ············································································· 104
   3. 실증 분석 2 ····················································································································· 106
   3.1. 연구 가설 ·················································································································· 106
   3.2. 문항의 설정 ··············································································································· 107
   3.3. 통계 분석 ·················································································································· 109
   3.3.1. 조사 대상 분석 ···································································································· 109
   3.3.2. 설문지 신뢰도 분석 ····························································································· 110
   3.3.3. 설문지의 통계 분석 ····························································································· 111
   3.4. 종합 및 논의 ············································································································· 124
   3.4.1. 연구방법에 관한 논의 ·························································································· 124
   3.4.2. 맥락적 요인의 예측력 ·························································································· 124
   3.4.3. 맥락적 요인 간의 공선성 문제 ············································································ 125
   3.5. 소결 ··························································································································· 126
   V. 결론 및 제언
   1. 연구 결론 ························································································································· 131
   2. 연구 제언 ························································································································· 134
   참고문헌
   Abstract
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