• Title/Summary/Keyword: 소구유형

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The Effect of Personal Value Disposition on the Consumer Attitude of Advertising Appeal Type (개인의 가치성향이 광고 소구유형에 따라 소비자 태도에 미치는 영향)

  • Sung, Ki-Hyeok
    • The Journal of the Korea Contents Association
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    • v.9 no.12
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    • pp.154-163
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    • 2009
  • A new advertising, unlike traditional advertising, has a unique characteristics as a consumer's life styles are changed. This study explores consumer attitude affected by personal value disposition of each advertising creative appeal types. Personal value disposition implies directions of creative and determines advertising effect. So, personal value disposition deserves special consideration of not only print media, but broadcast media and internet media. In the present study, Research has been performed for a diffusion analysis based upon a survey of 338 individuals who were selected randomly. Test advertisement of MP3 Player has been used because involvement of products takes a neutral attitude comparatively. Result from the experiment show that, individualism-rational appeal is the most effective for consumers attitude. Groupism-rational appeals affects consumer's attitude, either. Groupism-emotional appeal has a partial effect and individualism-emotional appeal has no statistical significance. This experiment can be a foundation stone of personal value disposition studies.

The Effects of Prosocial PR Appeals on Policy Acceptance: a case of Environmental Policy (친사회성 정책홍보 메시지의 소구유형이 정책수용에 미치는 영향)

  • Ahn, Sa Yi;Kim, Heejin
    • The Journal of the Korea Contents Association
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    • v.16 no.4
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    • pp.705-717
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    • 2016
  • The objective of this study is to find out whether policy acceptance(attitude formation and intention of action) is affected by the message appeals(rational vs. emotional) when policy PR messages emphasize prosociality, and by various factors such as trust in government, involvement, and demographic factors as moderating variables. Although message appeals does not show any difference by itself, interaction effect is observed between trust in government and message appeals; the rational appeal is more effective to those with low trust in government while the emotional appeal is more effective to those with high trust. No other interaction effect is founded but involvement, gender, and age group show important main effect in policy acceptance; high-involvement group and female group are more favorable in attitude toward prosocial policy and behavior intention compare to the each of counterparts, whereas older group is more favorable in behavior intention.

Cross-Model Effect of Model Types, Product Gender Identity and Message Appeal Type (모델유형과 제품의 성 정체성 그리고 메시지 소구에 따른 크로스 광고모델 효과)

  • Kim, Eun-Hee;Yu, Seung Yeob
    • Journal of Digital Convergence
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    • v.12 no.6
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    • pp.105-114
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    • 2014
  • This study has recently been issued to businesses and consumers who examined the effects of cross-advertising model. Experimental design, the model type (2) ${\times}$ sexuality products (2) ${\times}$ advertising message appeal form (2) is a factorial design. The results are as follows. First, the advertising model, based on the type of cognitive response to advertising than the general model of cross-recall index was higher model. Second, the product of gender identity in response to what the advertising product for women than men was higher index of product recalls. Third, the ad attention model ANOVA results for each type of message, the main effect of appeal type was identified. In addition, the type and model of sexual identity, and message appeal type in the type of model interaction effects were found. Finally, the model-product analysis of goodness of fit, the model type and sexual identity and appeal type messages of main effect were identified. The result is more efficient advertising effect model strategies for promoting meaningful results, it is meant to be confirmed.

A Study on the Communication Effect of the Suicide Prevention Campaign Message: Focusing on Message Characteristics and Individual Difference (자살예방 캠페인 메시지의 커뮤니케이션 효과에 관한 연구: 메시지 특성과 개인차를 중심으로)

  • Sun, Hye-Jin
    • The Journal of the Korea Contents Association
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    • v.18 no.3
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    • pp.183-195
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    • 2018
  • This study attempts to analyze the effects of public advertising about suicide prevention and to investigate how the attitudes and perceptions of the message recipients differ according to the message framing type (positive vs. negative) and the appeal type (self-oriented/other-oriented). Positive messages, rather than negative messages, have a greater impact on people's respect for life and on attitudes to suicide. Respect for life attitudes were more positive among subjects who received an other-oriented message than among those who received a self-oriented message. Among the individual characteristics variables, the level of cognitive emotion regulation showed a significant impact on attitudes to respect for life and on attitudes to suicide.

Effect of Sex Appeal Advertising (섹스어필 광고의 효과)

  • Im, Hyun-Bin
    • The Journal of the Korea Contents Association
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    • v.7 no.11
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    • pp.158-166
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    • 2007
  • Study on how a visual image of sex-appealing advertisement is meaningfully functioned and how customers recognize it is necessary but preceding studies about it are not sufficient. Therefore, this study analyzed effect of advertisement and its reaction according types of visual expression in sex-appealing advertisement and also, it found effective expression type of sex-appealing advertisement. As the result, according to appealing types of eroticism and pornograph, attitude on advertizement and intention of purchase showed difference and according to expressing types, there was difference in attitude on advertisement, attitude on brand, and intention of purchase. But there was not interactive effect between appealing type and expressing type. Such results implied that in using eroticism advertisement strategy, white and black color had higher expressing effect than natural color, to raise effect of brand, artistic sense and eroticism strategy were needed, and to raise intention of purchase, naked expression of pornograph was more effective.

Study of the Effects of Photo&Video appeals on the Military PR: Focusing on the Effects of Humor Video according to Audience's Involvement (군(軍) 사진영상 홍보콘텐츠의 소구유형 효과 연구: '고관여·저관여' 집단의 유머영상에 대한 반응을 중심으로)

  • Kim, jong-hyun;Kim, jin-su;Lee, sang-eun;Yang, jong-hoon
    • Proceedings of the Korea Contents Association Conference
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    • 2018.05a
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    • pp.415-416
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    • 2018
  • 육군은 국민들이 육군의 정책을 흥미 있으면서도 쉽게 이해할 수 있도록 유머 기법을 적용한 사진영상 홍보콘텐츠를 온라인 홍보에 적극 활용하고 있다. 본 연구에서는 유머가 육군에 관한 메시지 전달 기법으로 유용한지를 정교화 가능성 모델을 바탕으로 고 저유머 홍보 동영상을 고 저관여 집단에게 보여준 후 인지 정서적 요소(주의-기분-신뢰)와 태도에 어떻게 영향을 미치는지 살펴보았다. 그 결과 유머는 육군 홍보에 긍정적 요소로 작용하며, 주의와 기분 요소를 증가시키는데 기여하고, 이러한 주의와 기분 요소는 태도 형성에 상관관계가 있고 영향력이 높은 것으로 나타났다.

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Consumer's Attitudes Toward Jeans Wear Advertisements by Appeal Type (소구 유형별 Jean 의류광고에 대한 소비자 태도-성적.비성적 소구유형을 중심으로)

  • 황춘섭
    • Journal of the Korean Society of Costume
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    • v.37
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    • pp.191-209
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    • 1998
  • The present study was made to contribute to thed improvement of the quality of jeans wear advertising, and to the establishment of more effective advertising policy by which the jeans wear advertisements can go well with the unique charateristics of jeans wear. The study analyzed the consumer's attitude and dimention of affective responses toward jeans wear advertisements by type of appeal. The research was implemented through the survery with a representative sample of 344 consumers residing in Seoul. Means, Standard Deviation, ANOVA, Duncan Test, Facor Analysis and Regression were imployed to analyze the data gathered. The results of the study are as follows : (1) There are four dimentions of affective responses toward jeans wear advertisements ; upbeat-activation dimention, erotic-activation dimention, calm-emotional dimention, negative emotional demention. (2) According to consumer's sex, there are significant differences in each dimention of their affective responses. Toward sex-appeal advertisements, men show high degree of affective responses in upbeat-activation dimen-sion and calm-emotional dimension. (3) There is a probability that non-sex-appeal advertisement covers wider range of consumer than sex-appeal advertisements. (4) There is no significant different in affective responses towards both sex-appeal and non-sex-appeal advertisement of jeans wear between and among sex·age and involvement level of consumer. (5) Men prefer sex-appeal advertisement to non-sex-appeal advertisement, while there is no significant differences between the attitude of female consumers toward sex-appeal adver-tisement and non-sex-appeal advertisement. (6) In particular, age of 15∼18 and 30∼35 group of female consumer show very positive attitude toward sex-appeal advertisement. Therefore, there is a need to segment female jeans wear market by age groups. (7) According to the age and the involvement level of consumers, there is a significant differences in their attitudes toward advertise-ment. In case of male consumers, group of low level involvement prefer sex-appeal advertise-ment to non-sex-appeal advertisement. While high level involvement group did not show any significant differences between the attitude toward sex-appeal advertisement and the attitude toward non-sex-appeal advertisement. And the age of 15∼24, low level involvement group of female consumers also more positive attitude toward sex-appeal advertisement than toward non-sex-appeal advertisements.

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The Influence of CSR Beneficiary Appeals on the Attractiveness of Corporate Identity (CSR 수혜자 소구 유형이 기업정체성매력에 미치는 영향)

  • Kim, Moon Seop
    • The Journal of the Korea Contents Association
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    • v.16 no.4
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    • pp.313-323
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    • 2016
  • Companies are investing in CSR activities as a way to fulfill their societal obligations. It is expected that companies' CSR activities would be an effective investment to enhance corporate image, leading to consumers' purchase behavior. However, sometimes, CSR activities have a null or negative effect on the evaluation of company. The purpose of this research is to find ways to solve these problems and it reviews some research concerning donation and introduce these research into CSR. Specifically, this study examines the effect of CSR beneficiary appeals on the attractiveness of corporate identity and the mediating role of the inferred motives of CSR. The results show that consumers evaluate the corporate identity less attractive which employ the self-benefit CSR appeal. In addition, the findings also suggest that the effect of the CSR beneficiary appeal on the attractiveness of corporate identity is mediated by the inferred motives. These results suggest some managerial implications concerning communication guidelines of CSR. Specifically, companies need to communicate sincere motives of CSR rather than business.

Impact of Empathic Concern and Appeal Type on Responses to Campaign for Helping (돕기 캠페인에서 공감적 관심과 소구 유형이 미치는 영향에 관한 탐색)

  • Lee, Seungjo;Jeong, Daun
    • Science of Emotion and Sensibility
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    • v.17 no.2
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    • pp.25-34
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    • 2014
  • The current study investigates the impacts of empathic concern, as a personal trait, and rational/emotional appeal on responses over the campaigns to help the disabled. Empathic concern is an emotional personality known as strongly activating altruistic motivations. The experiment proceeded at two stages that in the first stage, the personal disposition was measured and in the second stage, the condition of appeal type was presented. Thus, the whole experimental design was empathic concern(2) ${\times}$ appeal type(2) on attitudes and behavioral intention. Individuals high in empathic concern showed higher ratings, compared to people low, on attitudes and behavioral intention in the condition of rational appeal. The difference between high and low empathic concern in the condition of emotional appeal was small.