Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
권호 표지
DOI QR코드

DOI QR Code

Consumer Ability to Identify Advertorial and Editorial and Consumer Preference for Advertising Label

기사형 광고와 소비자정보 기사의 식별능력 및 광고표식어에 대한 소비자 선호

  • Kim, So-Ra (Division of Social Welfare, Sunchon National University)
  • Received : 2010.10.28
  • Accepted : 2011.01.14
  • Published : 2011.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to examine consumers' ability to distinguish advertorial and editorial about consumer information. The data were collected between June, 28 and July, 2 in 2010 through the Internet surveys. Total of 603 respondents were included in the analysis. The findings are follows as: First, consumers showed better ability to discern advertorial than ability to discern editorial. It implied that editorials could be considered as advertorial rather than advertorial could be considered as editorials. Second, it seems likely that rather than executional cues such as format and source information, the types of products/services were used as source cues among consumers. Third, consumers tend to prefer 'consumer information', 'advertorial' and 'advertisement' among 10 given advertising labels. In Conclusion, to prevent misleading potentials of advertorial and editorials, standardized advertising label should be used and notify consumers of advertising label.

Keywords

References

  1. 강미선. (2002). 변형광고를 통한 신문광고 지면개선 방안. 신문광고효과와 광고기획전략. 한국신문협회.
  2. 강미선. (2003). 기사체 광고의 실태와 개선 방안 : 설문 조사, 내용분석, 해외사례 연구의 통합 적용. 한국광고홍보학보, 5(1), 1-41.
  3. 구혜경. (2002), 내용분석과 소비자평가를 통한 기업 홈페이지 연구: 소비자정보제공과 의사소통을 중심으로. 서울대학교 석사학위논문.
  4. 김봉현. (1998). 인쇄 매체에 나타난 '하이브리드' 광고의 활용 형태에 관한 내용분석: 국내 4대 일간지에 게재된 광고를 중심으로. 광고학연구, 9(3), 123-140.
  5. 김봉현. (2002). 정보처리시 하이브리드 메시지의 관여도 및 기만 가능성에 관한 연구 : 기사형 광고를 중심으로. 광고학 연구, 13(4), 7-26.
  6. 김봉현. (2006). 신문의 기사형 광고 실태분석. 신문의 기사형 광고. 한국 언론재단.
  7. 김봉현. (2007). 신문에 나타난 기사형 광고 형태 및 편집 방식에 관한 연구: 내용분석을 중심으로. 광고학연구, 18(4), 259-288.
  8. 네이버. (2006). 2006 KNP 인터넷 사용자조사. (사)한국광고연합회 광고정보센터.
  9. 문화부. (2006). 기사형 광고 가이드라인.
  10. 방송통신위원회(2008). 인터넷광고 건전화 및 활성화를 위한 법제도 개선방안 연구. GOVP1200946052.
  11. 부동산 광고 의존 높을수록 '세제강화' 반대(2005, 8.29.). 프레시안. 자료검색일 2010, 9.13, 자료출처 http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=102&oid=002&aid=0000020660
  12. ASME. (2008). Guideline for Editorial and Advertising Pages. 12th ed. http://www.magazine.org/asme/asme_guidelines
  13. Balasubramanian, S. K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of Advertising, 23(4), 29-46. https://doi.org/10.1080/00913367.1943.10673457
  14. Cameron, G. T. (1994). Does publicity outperform advertising? An Experimental test of the third-party endorsement. Journal of Public Relations Research, 6(3), 185-207. https://doi.org/10.1207/s1532754xjprr0603_03
  15. Elliott, S. J. (1984), Advertorials : Straddling a fine line in print. Advertising Age, 3, 36-37.
  16. Gotlieb, J. B.& Sarel, D. (1991). Comparative advertising effectiveness: The role of involvement and source credibility. Journal of Advertising, 20(1), 38-45. https://doi.org/10.1080/00913367.1991.10673205
  17. Greer, L. Stout, P. A. & Wilcox, G. B. (1989). Advertorials: Another option for media planners. Journal of Media Planning, 4, 3-8.
  18. Hovland, C. I., Lumsdaine, A. A., & Sheffield, F. F. (1949). Experiments on mass communication. Princeton, NY: Princeton University Press.
  19. Van Reijmersdal. E., Neijens, P. & Smit, E. (2005). Readers' reactions to mixtures of advertising and editorial content in magazines. Journal of Current Issues and Research in Advertising, 27(2), 39-53. https://doi.org/10.1080/10641734.2005.10505180