한국융합학회논문지 (Journal of the Korea Convergence Society)

  • 제12권9호
  • /
  • Pages.83-91
  • /
  • 2021
  • /
  • 2233-4890(pISSN)
  • /
  • 2713-6353(eISSN)
한국융합학회 (Korea Convergence Society)
권호 표지
DOI QR코드

DOI QR Code

광고 메시지 프레이밍이 중국인의 성격 특성에 따라 태도에 미치는 영향 연구: 한류 디지털 콘텐츠 제작을 위한 적용 가능성을 중심으로

Effects of Ad Message Framing By Chinese Personal Traits: Based Upon Applicability to Producing Digital Contents Reflecting Korean Wave

  • 상천서 (국민대학교 광고홍보전공) ;
  • 이종민 (국민대학교 광고홍보전공)
  • Sang, Cheon Seo (Major of Advertising and Public Relations, Kookmin University) ;
  • Lee, Chong Min (Major of Advertising and Public Relations, Kookmin University)
  • 투고 : 2021.03.16
  • 심사 : 2021.09.20
  • 발행 : 2021.09.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

이 연구는 중국에서 한류를 반영한 디지털 컨텐츠 개발 가이드라인을 구축하기 위해 메시지 프레이밍에 관한 효과(광고태도와 브랜드태도)를 중국 소비자들을 대상으로 살펴보았다. 구체적으로 긍정메시지 프레이밍에서는 성격 특성상 신경증이 낮은 남부인들이 신경증이 높은 북부인들보다 더 큰 광고효과를 보이는 반면에 부정메시지 프레이밍에서는 반대로 신경증이 높은 북부인들로부터의 광고효과가 더 큰 것으로 예상된다. 가설 검증 결과를 바탕으로 본 연구의 시사점은 중국에서 개인적 성격 특성을 반영하는 거주 지역의 차이에 따른 한류 디지털 컨텐츠, 예를 들면 한국의 중국대상 아웃바운드 광고제작 과정 등에 있어 긍정메시지와 부정메시지와 같은 전체적인 톤앤매너(tone and manner)를 결정하는 이론적 토대를 제공한다.

This study examined the effects of message framing (advertising attitude and brand attitude) to Chinese consumers in order to establish guidelines for digital content development reflecting the Korean Wave in China. Specifically, in positive message framing, Southerners with low neuroticism due to their personality characteristics show a greater advertising effect than Northerners with high neuroticism. Based on these results, this study provides a theoretical basis for establishing the direction of Korean Wave digital content production according to differences in residential areas reflecting personality in China.

키워드

과제정보

The paper is written based upon the master thesis(2017) of the first author in Kookmin University

참고문헌

  1. H. G. Cho, K. S. Lee & S. H. Yoon. (1999). Investigating Message Framing Effects of Cervical Cancer Screening Ads : The Moderating Role of Prior Health Beliefs and Message Framing Expectancy. Korean Advertising Society, 10(3), 123-148.
  2. M. J. Kim, H. K. Chin & C. M. Lee. (1999). The Effects of Ad Message Framing and Personality Trait on Consumer Information Processing. Korean Advertising Society, 23(4), 97-118.
  3. D. Y. Han. (2005). Comparisons of Big-Five Factor Traits among Korean, American and Australian College Students. Journal of Korean Psychological, 12(1), 58-59.
  4. J. A. Bargh, W. J. Lombardi & E. T. Higgins. (1988). Automaticity of Chronically Accessible Constructs in Person x Situation Effects on Person Perception: It's just a Matter of Time. Journal of Personality and Social Psychology, 55, 599-605. https://doi.org/10.1037/0022-3514.55.4.599
  5. H. J. Eysenck. (1997). Personality and Experimental Psychology: The Unification of Psychology and the Possibility of a Paradigm. Journal of Personality and Social Psychology, 73, 1224-1237. https://doi.org/10.1037/0022-3514.73.6.1224
  6. J. A. Gray. (1990). Brain Systems That Mediate Both Emotion and Cognition. Cognition and Emotion, 4, 269-288. https://doi.org/10.1080/02699939008410799
  7. B. E. Meyerowitz & S. Chaiken. (1987). The Effect of Message Framing on Breast Self-Examination Attitudes, Intentions, and Behavior. Journal of Personality and Social Psychology, 52(3), 500-510. DOI : 10.1037//0022-3514.52.3.500
  8. C. M. Lee, C. R. Ryu & S. H. Park. (2007). A Study of Message Framing Effects: A Comparison of Moderating Role of Enduring and Situational Involvements. Korean Journal of Journalism & Communication Studies, 52(3), 282-308.
  9. C. L. Keyes, D. Shmotkim & C. D. Ryff. (2002). Optimizing Well-Being: The Empirical Encounter of Two Traditions. Journal of Personality and Social Psychology, 87, 1007-1022.
  10. B. C. Kim, Y. H. Kim & M. I. Choi. (2006). AIDS Prevention Campaign and Optimistic Bias: Self-Esteem and a Sense of Control as Social Psychological Factors. Korean Advertising Society, 17(2), 43-58.
  11. S. B. MacKenzie, R. J. Lutz & G. E. Belch. (1986). The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of marketing research, 23(3), 130-143. https://doi.org/10.1177/002224378602300205
  12. C. L. Keyes, D. Shmotkim & C. D. Ryff. (2002). Optimizing Well-Being: The Empirical Encounter of Two Traditions. Journal of Personality and Social Psychology, 87, 1007-1022.
  13. Y. J. Choi. (2012). A Study on Advertising Effect by Pre-Attitude and Message Framing. Seoul : Kunkook Publishing. DOI : 0.22156/JKCS.2018.7.1.001
  14. Y. J. Yoo. (2017). Case Analysis of the Performance Contents Using Virtual Reality Technology. Journal of the Korea Convergence Society, 9(15), 145-153.
  15. C. M. Lee. (1999). A Study of Advertising Information Processing: Product Involvement, Product Familiarity, and Brand Familiarity. Doctoral Dissertation, Hankuk University of Foreign Studies.