Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on Advertising Effects by Advertising Evaluation and Advertising Involvement -Focused on Casual Wear Advertisements of Fashion Magazine-

광고평가와 광고관여에 따른 광고효과 연구 -패션잡지의 캐주얼 의류광고를 중심으로-

  • 신혜봉 (이화여자대학교 의류직물학과) ;
  • 임숙자 (이화여자대학교 의류직물학과)
  • Published : 2004.01.01
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Abstract

The purposes of this study was to identify the evaluative dimensions of advertising and to examine the effect of evaluative dimensions of advertising on advertising effects(attitude to advertising/buying intention). The subjects used for the study were 202 female university students. Through the pretest, 15 casual wear brand's advertisements were selected and presented as stimuli. The questionnaire was employed and descriptive statistics, factor analysis, t-test, paired t-test and multiple regression analysis were used for data analysis. The results of this study were as follows. First, 5 evaluative dimensions of advertising were identified; model, message, product, brand and image. The dimension of advertising evaluated most positively was image. Second, the dimensions of advertising that significantly affected the attitude to advertising were model, message and image, whereas the dimensions that affected buying intention were product and brand. The influence of the evaluative dimensions of advertising on the attitude to advertising were different according to advertising involvement.

Keywords

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