Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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The Effect of Different Types of Visual Images on the Variables of the Theory of Planned Behavior

이미지 표현 유형이 계획된 행동 이론 속성에 미치는 영향 연구

  • Na, Jaemin (Dept of Visual Communication Design, Sunmoon University)
  • 나재민 (선문대학교 시각디자인학과)
  • Received : 2018.11.26
  • Accepted : 2019.02.20
  • Published : 2019.02.28
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Abstract

Recently realistic descriptions have been frequently used in anti-smoking campaigns. The same trend can also be seen with regard to posters as a medium of visual communication. It was intended to examine how different types of visual images in anti-smoking campaign posters produced and distributed by the WHO can improve the effectiveness of health communication. This article aims to determine how each of abstract/stylized illustrations and realistic images might affect the three key variables of the Theory of Planned Behavior, which are Attitudes toward the Behavior, Subjective Norms and Perceived Behavioral Control, in relation to quitting smoking. Results showed that realistic images are different in improving the attitudes toward the behavior and subjective norms. However, there are no significant difference between abstract/stylized illustrations and realistic images in Perceived Behavioral Control. The findings of this study suggest that the above-mentioned types of visual information achieve different levels of effectiveness in health communication. It is desirable that more effort be devoted to the interdisciplinary study across the areas of visual design and social psychology, for example, with a view to developing better health communication strategies.

최근 금연 캠페인에서 사실적 이미지가 적극적으로 활용되고 있다. 캠페인을 위한 매체로 활용되고 있는 포스터의 이미지 표현에 있어서도 마찬가지이다. 본 연구에서는 세계보건기구(WHO)에서 제작 배포한 금연 캠페인 포스터에서 서로 다른 시각적 표현 유형이 헬스커뮤니케이션에 미치는 영향을 살펴보았다. '일러스트 이미지'와 '사실적 이미지'가 계획된 행동 이론의 각 속성인 '금연행동 인식', '주관적 규범', '지각된 통제감'에 미치는 영향을 분석하였다. 이미지 표현 유형에 따라 '금연행동 인식'과 '주관적 규범'에 미치는 영향 차이가 있었으며, '지각된 통제감'에서는 두 이미지 표현 유형 사이에 의미 있는 차이가 발견되지 않았다. 본 연구를 통해 이미지 표현 유형 사이에 헬스커뮤니케이션 효과의 차이가 있음을 확인하였으며, 향후 헬스커뮤니케이션에서 효율적인 시각적 표현 방식을 모색하기 위해 디자인 분야와 예컨대 사회 심리학 등 다른 분야 간의 융합적 연구가 요구된다.

Keywords

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Fig. 1. Theory of Planned Behavior

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Fig. 2. Graph of Mean Value

Table 1. Image Types Classification

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Table 2. Measurement Items

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Table 3. Demographic Characteristics

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Table 4. Reliability Analysis

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Table 5. Descriptive Statistics: The Effect of Visual Images on the Variables of the Theory

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Table 6. The Effect of Visual Images on Attitudes toward the Behavior

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Table 7. The Effect of Visual Images on Subjective Norms

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Table 8. The Effect of Visual Images on Perceived Behavioral Control

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Table 9. Accepted Research Hypotheses

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Table 10. Rejected Research Hypothesis

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