[논문]광고 속의 얼굴 표정에 따른 비교 연구 -FACS를 활용하여

안경희

doi:10.5392/jkca.2019.19.03.061

[국내논문] 광고 속의 얼굴 표정에 따른 비교 연구 -FACS를 활용하여
A Comparative Analysis on Facial Expression in Advertisements -By Utilising Facial Action Coding System(FACS) 원문보기

한국콘텐츠학회논문지 = The Journal of the Korea Contents Association, v.19 no.3, 2019년, pp.61 - 71

안경희 (성균관대학교 예술학협동과정)

초록
AI-Helper

광고 속에서 비언어커뮤니케이션의 종류 중 얼굴 표정의 사용은 시간 제약의 문제를 상쇄시키며 소비자들에게 표현적이고 감동적인 매력의 수단으로 사용된다. 본 연구 목적은 TV 광고들 속에서 어떻게 얼굴 표정이 묘사되고 얼굴 표정을 통한 감정 전달이 이루어지는 지를 탐구하는 것이다. 연구 대상은 소비자들이 가장 감동적인 TV 광고로 뽑은 <박카스 음료>와 <동원 참치> 광고이다. 숨겨진 감정들에 대한 이론적 측면들을 기초로 두고 특정한 얼굴 근육의 움직임을 측정하도록 설계된 심리학과 해부학 기반인 얼굴 동작 코딩 시스템(Facial Action Coding System)을 연구 도구로 사용하여 TV광고 속의 얼굴 표정들이 내포한 의미들을 분석하였다. 분석된 의미의 결과를 통해서 얼굴 클로즈업을 통해 주인공의 감정 상태의 충돌과 극적인 갈등의 해소가 이루어진 광고가 소비자들의 마음을 더 움직인다는 유의미한 결과를 도출하였다.

Abstract ▼ AI-Helper

Due to the limit of the time length of advertisement, facial expressions among the types of nonverbal communication are much more expressive and convincing to appeal to costumers. The purpose of this paper is not only to investigate how facial expressions are portrayed but also to examine how facial expressions convey emotion in TV advertisements. Research subjects are TV advertisements of and which had the wide range of popularity for customer known as one of the most touching commercials. The research method is Facial Action Coding System based on the theoretical perspective of a discrete emotions and designed to measure specific facial muscle movements. This research is to analyse the implications of facial expressions in the both TV ads by using FACS based on Psychology as well as anatomy. From the all the result of this, it is shown that the facial expressions portrayed with the conflict of emotional states and the dramatic emotional relief of the heroin could move more customers' emotions.

Keyword

표/그림 (14)

표 Table 1. Research Subject & Method
표 Table 2. FE for Six Basic Emotions with the Combination of AUs
표 Table 3. FE for Six Basic Emotions[22]
표 Table 4. Heroin’s FEs in Ad.
표 Table 5. Dad’s FEs in Ad.
표 Table 6. Heroin’s FEs in Ad.
표 Table 7. Heroin’s FEs in Ad.
그림 Fig. 1. Daughter & Dad of Emotional State for Comparison
그림 Fig. 2. Daughters of Emotional State for Comparison &
그림 Fig. 3. Daughter & Dad of Emotional State for Comparison
표 Table 8. Dad’s FEs in Ad.
그림 Fig. 4. Emotion Types found in &
그림 Fig. 5. Power Relationship of Daughters & Dads in &
표 Table 9. The Changing Trend of Emotional Status in & ads.

AI 본문요약
AI-Helper

* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.

가설 설정

-Research Question 1: What basic emotions in heroines’ face are expressed in [Bacchuss] and [Dongwon] TV advertisements?
-Research Question 2: How do heroines’ facial expressions convey basic emotions in [Bachuss]& [Dongwon] TV advertisements to convince costumers?

제안 방법

In comparison to the verbal information, the acquisition and processing of pictorial facial expressions have essentially huge advantages in advertisements. The main purpose of this study is not only to investigate how facial expressions are portrayed but also to examine how facial expressions convey emotions in TV advertisements.
This study is firstly, to investigate how facial expressions among nonverbal communication are portrayed in advertisements and secondly, to examine how facial expressions convey emotion in TV advertisements. In order to do so, among the various types of emotions six basic emotions that are categorised by Paul Ekman were limited.
FACS is a comprehensive, anatomically based system for measuring all visually “discernible facial movement”[20]. By using FACS this research is to analyse the implications of facial expression in the TV commercials of both [Bacchuss] and [Dongwon]. Firstly, the images from the commercials will be categorised from 66 unique action units(AUs) with facial muscles: brow, nose, cheek, dimpler, chin, jaw, mouth, lips, eyelids, head, and eyes[12].

이론/모형

This research conducts a research method, that is Facial Action Coding System known as FACS, to assess the questions mentioned above. The system of Ekman and Friesen was developed based on the theoretical perspective of a discrete emotions and is designed to measure specific facial muscle movement[19].

참고문헌 (24)

U. C. E. Segerstrale and P. E. Molnar, Nonverbal communication: Where nature meets culture, Lawrence Erlbaum Associates, 1997.
G. Cook, The discourse of advertising, Psychology Press, Chicago, 2001.
D. Strinati, The Frankfurt School and the culture industry, An Introduction to Theories of Popular Culture, Routledge, 2004.
G. Cook, The discourse of advertising, Psychology Press, 2001.
J. Fiske, Introduction to communication studies, Routledge, 2010.
김우룡, 장소원, 비언어적커뮤니케이션론, 나남, 2004.
P. Ekman and W. V. Friesen, "Constants across cultures in the face and emotion," Journal of personality and social psychology, Vol.17, No.2, p.124, 1971.

상세보기
M. L. Knapp, J. A Hall, and T. G. Horgan, Nonverbal communication in human interaction, Cengage Learning, 2013.
정정승, "의사소통과 비언어적 표현 양상," 영미어문학, 제81호, pp.225-249, 2006.
C. Darwin, The expression of the emotions in man and animals(Vol.526), University of Chicago press, 1965.
D. Morris, Manwatching: A field guide to human behaviour, New York: Harry N. Abrams. Inc., pp.1-318, 1977.
M. S. Remland, Nonverbal communication in everyday life, SAGE Publications, p.178, 2016.
E. A. Crane, Measures of Emotion: How Feelings are Expressed in the Body and Face During Walking, University of Michigan, 2009.
M. Heller and V. Haynal, "Depression and suicide faces," What the face reveals, Oxford, pp.398-407, 1997.
U. Hess and R. E. Kleck, "Differentiating emotion elicited and deliberate emotional facial expressions," European Journal of Social Psychology, Vol.20, No.5, pp.369-385, 1990.

상세보기
H. I. Yun, "A Comparative Study on Advertising Appeal of Korean and Japanese Newspaper Advertisement Contents," The Journal of the Korea Contents Association, Vol.9, No.8, pp.219-230, 2009.

원문보기 상세보기
D. A. Hill, U.S. Patent No. 8,326,002, Washington, DC: U.S. Patent and Trademark Office, 2012.
http://www.ytn.co.kr/_ln/0103_201409261633042829
A. M. Kring and D. M. Sloan, The facial expression coding system: FACES, University of California, Berkeley, 1991.
P. Ekman and E. L Rosenberg, What the face reveals: Basic and applied studies of spontaneous expression using the Facial Action Coding System (FACS), Oxford University Press, USA, Chicago, 1997.
J. A. Sanchez, O. Starostenko, P. Medina, O. Cervantes, and W. Wan, "Affordable Development of Animated Avatars for Conveying Emotion in Intelligent Environments," In Intelligent Environments (Workshops), pp.80-91, 2014.
P. Ekman, W. V. Friesen, and J. C. Hager, FACS manual, A Human Face, 2002.
KyoungHee An and SeonGi Baek, "School Uniform Advertising, Sexuality, and Cross-Cultural Implication," The Journal of the Korea Contents Association, Vol.17, No.3, pp.609-623, 2017.
R. Bierstedt, "An analysis of social power," American Sociological Review, Vol.15, No.6, pp.730-738, 1950.

상세보기

활용도 분석정보

상세보기

다운로드

내보내기

활용도 Top5 논문

해당 논문의 주제분야에서 활용도가 높은 상위 5개 콘텐츠를 보여줍니다.
더보기 버튼을 클릭하시면 더 많은 관련자료를 살펴볼 수 있습니다.

내보내기 구분	파일저장 인쇄 메일전송
구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
저장형식	Text(ASCII format) Excel format RefWorks Direct Export RIS format (for Reference Manager, ProCite, EndNote), Scholar's Aids, Mendeley
메일정보	받는사람 (필수) @ 보내는사람 (선택) @ 제목 내용 KISTI 검색결과 이메일 서비스
안내	총 건의 자료가 검색되었습니다. 다운받으실 자료의 인덱스를 입력하세요. (1-10,000) 검색결과의 순서대로 최대 10,000건 까지 다운로드가 가능합니다. 데이타가 많을 경우 속도가 느려질 수 있습니다.(최대 2~3분 소요) 다운로드 파일은 UTF-8 형태로 저장됩니다. 파일의 내용이 제대로 보이지 않을실 때는 웹브라우저 상단의 보기 -> 인코딩 -> 자동선택 여부를 확인하십시오. ~ Text(ASCII format) Excel format

연합인증