홈쇼핑 화면 텍스트의 좌,우 위치에 대한 소비자의 선호

Abstract

This study was summed up as follows: First, as GS Homeshopping leading an ace in homeshopping industry is showing so-called reverse L-type bar that text is arranged on the right side, a movement to prove this in an academic way is arising in every field. As was stated in Chapter Ⅱ, Yamada Riei introduced layouts that visuals are arranged on the left side and text is arranged on the right side in advertisement using cerebral physiology in the process of proving effects of advertisement. According to him, information of advertisement which is seen from the right sight moves to reason-centered left brain and information of advertisement which is seen from the left sight moves to sensibility-centered right brain. Second, with theory about cognitive perception of human, functions of left and right brains were admitted and different parts were pointed out between theories of four prior researchers. As you can see in Chapter Ⅲ, advertisement in newspapers where important parts prefer the right side and circulation for shopping were examined, which indicated that it was natural to find preference for right in a function of the cerebrum. Third, examined was a movement to tryout various layouts in multimedia including changes in a layout of GS Homeshopping. As was stated in Chapter Ⅳ, studies are progressed that layouts of multimedia can promote the right hemisphere of brain which is related to understanding of space, view and creative activity than the left hemisphere of brain. Thus, methods of raising attention on screen of television which is exposed in daily life were investigated. Because aesthetic effects function in a noncognitive way, it was not easy to explain aesthetic effects of a layout scientifically. However, thanks to recent advance in cerebral science, some parts can be explained in a scientific way. As asymmetry of visual information processing between left and right brains was clarified, tries to explain the reason why layouts of many advertisements prefer the right side are conducted by neurophysiologist like Bennechi.