• 한국의류학회지
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• 제23권7호
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• pp.953-964
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• 1999

The purpose of this study was to analyze the effectiveness of negative appeal ads taking social problems as their themes. Two social problem ad themes concerning abortion and drug addiction were selected as stimulus. Questionnaires consisted of questions about affective response cognitive evaluation consumer's characteristics(sex, clothing involvement social problem involvement) and the ad and brand attitudes They were distributed to 200 high school students in Seoul. Results were : 1 The affective response consisted of 4 dimensions(negative inactivating activating positive) and the cognitive evaluation had 3 dimensions(utility·persuasive power creativity awareness) 2. Creativity and awareness dimensions and the ad attitude had positive influence on the brand attitude for the abortion theme ad,. Creativity dimension and consumer's clothing involvement had positive influence on the brand attitude for the drug addiction theme ad . Especially the affective response had no significant influence on the brand attitude. This result suggests that in case of negative appeal ads the affective response does not necessarily degrade the brand attitude while positive cognitive evaluation on creativity and awareness of the could influence the brand attitude favorably through raising attention to the brand resulting in high effectiveness of the ad.

• 복식
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• 제46권
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• pp.187-207
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• 1999

The fashion advertisement is communication method between clothing and consumer. The development of mass communication accelerated that In modern society Post-modernism advertisement is a specialized and separated from so it confuses the consumers who are used in traditional AD. The peculiarities (non-form, destruction of description, compound of genre, mixing of reality and fiction) are more reflected in fashion advertisement. The sample consisted of 425 mail and female and the results were analyzed using frequency and percentage calculation Close tabs T-Test Oneway Anova Factor analysis Chi-square Test, Regression, Correlation Analysis. The result of this study were as follows: The post-modernism fashion ad is the separated and reflected from for young age's favorite. By the factor analysis of consumer response in each 5 emotional factors proved to be valid ones(fine, negative, sexual, stimulative, constructive aspects.) The fine and negative aspects of the factors are very concerned with the consumer's favorite attitude of fashion ad. There is no significant difference in age job but sex has a significant difference. In according to the method of the ad expression consumer's acceptance is difference in sex. There were no significant concern with excess effects and purchase intend in fashion advertisement.

• 한국의류학회지
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• 제29권9_10호
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• pp.1230-1240
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• 2005

The purpose of this study was to apply a scientific and systematic method for assessing fashion goods' TV ads effects by EEG and questionnaires as determined by the type of ads appeal. Ads stimulants used in the survey were limited to underwear and sportswear that were advertised during $2000{\sim}2002$ on TV: 4 information-transferring and 4 emotion-evoking ads were used. Subjects were thirty healthy male and female college students. EEG was extracted from six lobes and the recorded EEG was analyzed by the range of frequency of ${\theta},\;{\alpha}\;and\;{\beta}$ waves. Data were analyzed by SPSS 11.0 with reliability test, $x^2$-analysis, t-test and frequency analysis. The emotion-evoking ads showed higher scores in memory, recall and attitude towards the ads. The responses of ${\theta}\;and\;{\alpha}$ wave were active throughout the ads but the response of ${\beta}$ wave was not. The results by the survey and the EEG test showed high similarities, indicating the EEG tests could be used as the supplementary tool for measuring ads effects.

• 한국의류산업학회지
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• 제21권4호
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• pp.432-451
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• 2019

Companies and brands that practice sustainability pay attention to New Media due to its ability to build a sustainable relationship between companies and consumers. The need for research on specific roles, characteristics, and social media effects on eco-friendly advertising has had rapid growth in marketing programs for sustainable activities especially shown through social media. Information about sustainable fashion has spread to consumers through social media, and multifarious efforts have been made to attract the attention of youth. Despite the dramatic increase in eco-friendly marketing through social media as a part of sustainability, there is a lack of research on the major influences of emotional factors such as ad color and expression in social media. In this context, it is meaningful to identify relationships between emotional responses, advertising value and consumer behavior of sustainable fashion brands in Instagram and implement a suitable advertising type (color vs expression) for consumers. We used 366 responses for the final analysis. Data were analyzed by factor analysis, structural equation modeling using SPSS 18.0 and AMOS 18.0. The results of this study suggest that emotional responses, advertising value have a significant effect on the flow. This study expands on a previously limited research field by verifying consumer responses to image advertising on Instagram, rather than general sustainable fashion marketing. The study results also provide meaningful implications for a relation formation between customers and fashion brands vis-${\grave{a}}$-vis sustainable social media marketing.

• 마케팅과학연구
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• 제16권3호
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• pp.39-60
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• 2006

본 연구는 점포 내 배경음악과 광고사진이 소비자의 정서 및 행동에 미치는 영향에 관한 실험적 연구로서 비디오 시뮬레이션을 통한 실험적 방법을 이용하였다. 매장 내 배경음악의 템포 효과와 광고사진 분위기의 효과를 검증하기 위하여 국내 중 저가 영 캐주얼 의류 브랜드 매장 한 곳을 선택하여 비디오 촬영한 후, 2 (빠른 템포 vs. 느린 템포) ${\times}$2 (섹시한 사진 분위기 밝고 경쾌한 사진 분위기) 요인 설계를 이용하여 4개 의 자극물을 조작하였다. 또한 음악 및 사진 자극이 제공되지 않은 자극물을 포함, 통제 집단을 구성하였다. 총 289개의 설문의 수집되었으며, 연구 결과는 다음과 같다. 첫째, 통제집단과 각 4개의 실험 집단과의 비교 분석 결과, 점포 내 배경음악과 광고사진이 없는 통제집단은 정서적, 행동적 반응 모두에서 가장 낮은 점수를 보였다. 따라서 배경음악과 광고사진의 유무는 소비자의 정서적, 행동적 반응에 영향을 미친다고 하겠다. 둘째, 점포 내 배경음악의 템포 및 광고사진 분위기와 소비자의 점포 내 긍정적 정서상태와의 관계를 분석한 결과, 배경음악의 템포에 의한 차이는 유의하지 않았으나, 광고사진의 분위기 차이에 따른 점포 내 소비자의 긍정적인 정서상태의 차이는 유의하였다 셋째, 소비자의 점포내 긍정적인 정서상태는 소비자의 긍정적 접근행동에 유의한 영향을 미치는 것으로 나타났다. 상품 자체의 품질이나 다양성, 상품의 가격과 같은 직접적인 상품 요인 외에 배경음악과 광고사진 같은 점포 내의 분위기 요소들이 소비자들에게 즉각적이고 감정적인 반응을 불러일으켜 상품 자체 요인으로는 설명되지 않는 소비자들의 점포 내 구매행동에 영향을 미치는 중요 변수임을 발견하였다.

• 복식
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• 제28권
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• pp.187-204
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• 1996

Clothing is high-involvement products which is closely related with human being both physically and psychologically. It is the prod-uct bought by consumer repeatedly and needs lots of information according to the changing of modes. The comsumer is very sensitive to the advertisement when they purchase the clothing products. Therefore the importance of the advertising is remakably emphasized in these days. According to the qualitative and quantitat-ive growth of advertisement the unique mar-keting strategy must be deviced that is differ-ent from the past. This thesis focuses onthe importance of afection which is more pre-ferred when consumer contacts the advertise-ment. And this study purposes on the provid-ing the basic data to plan effective clothing advertisement by way of analyzing how atti-tude-forming affects the purchase intend of the comsumer. The findings of the study are as follows. 1. Sense-pursuit tendency is strongly ap-peared among the low-age not-married groups. 2. By the factor analysis of consumer re-sponse in each advertisement 5 factors proved to be valid ones 3. There were significant differences be-tween the brand-used and advertisement ex-perienced customers according to the adver-tisement/brand attitudes. 4. There were no significant differences be-tween the application of clothing advertise-ment and demographic character. 5. The affective response more affects on cognitive response and purchase intend in 4 modes of advertisement. 6. From the pathes of the brand-used experi-enced to purchase intend the characteristics showed up in each advertisement.