Purpose - This study investigates whether the effectiveness of self trait-advertisement versus communion-focused advertisement on product evaluations depends on a type of pride felt as ambient emotion. It also explores whether the mediating roles of cognitive and affective response to the effect of the advertisement type on product evaluation are moderated by types of pride such as hubristic pride or authentic pride. Research Design, Data, and Methodology - This research uses a restaurant service as the experimental object and employs a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) between-subjects design, with cognitive response and affective response as within-subject. Each experimental group consisted of 40 undergraduate students assigned to participate in the experiment. One questionnaire from the authentic pride and self-trait focused advertisement group and two questionnaires from the hubristic pride and communion-focused advertisement group were removed due to answer errors, resulting in a participant number of 157. The author conducts a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) ANOVA on advertised product evaluations, and to better understand the interaction effects, also conducts separate analysis of the hubristic and the authentic pride groups. Additionally, the study conducts mediated moderation analysis to check the mediation role difference of the cognitive response and the affective response to each advertisement on the interaction effects on product evaluations between the hubristic and the authentic pride groups. Results - The findings indicate that participants in the hubristic pride group more positively evaluate the product in self-trait focused advertisement, whereas participants in the authentic pride group more positively evaluate the product in communion-focused advertisements. In addition, the mediating role of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation is partially moderated by the pride type. However, the mediating role of affective response on the positive interaction effect of advertisement type and pride type on the product evaluation is not moderated by the pride type. Conclusions - The results of this study contribute to advertisement theory development by exploring interaction effects of ambient pride type and advertisement type on product evaluation, as well as to the theory of consumer behavior by exploring how pride type moderates the mediating roles of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation. From the perspective of the current research, advertisers should research what kinds of events consumers have experienced to increase the effectiveness of their advertisements, and use self-trait advertisements when consumers are grouped under ambient hubristic pride, and use communion-focused advertisements when consumers are grouped under ambient authentic pride. However, future research is necessary to discover the reasons why the mediating role of affective response to advertisements in the interaction effects of pride type and advertisement type on product evaluation is not moderated by pride type.
The purpose of this study is to show that the effectiveness of utilitarian versus hedonic attributefocused advertisement on product evaluation depends on the arousal level of positive emotion, and to explore mediation effect of cognitive response to utilitarian attribute-focused advertisement and affective response to hedonic attribute-focused advertisement on the effectiveness of utilitarian versus hedonic attribute-focused advertisement. This research employs a 2 (arousal level: mild vs. elevated) × 2 (advertisement type: utilitarian vs. hedonic) between-subjects design, and 200 undergraduate students participate in the experiment, in which there are 50 students at each experimental group. The results of ANCOVA with positive emotion level as a covariate on advertised product evaluation show significant interaction effect of arousal level and advertisement type, and no effect of positive emotional level. Both of the mediation effects of the cognitive response and those of the affective response are significant. Participants under mild (elevated) arousal of positive emotion more positively evaluate the product in utilitarian (hedonic) attribute-focused advertisement. The positive effect of utilitarian (hedonic) attributefocused advertisement on product evaluation is partially mediated by cognitive (affective) response to the advertisement when consumers are under the mild (elevated) arousal of positive emotion. The results of this study show that advertisers should use utilitarian (hedonic) attribute-focused advertisement to consumers under the mild (elevated) arousal of ambient positive emotion, which should be searched by exploring what kind of event they have experienced.
This study tries to find the differences in attitude towards advertisement and corporate image according to the context of article in web contents, banner advertisement exposure and news type. The findings of this study are as follows. First, interaction effect between the context of Internet article on social contribution activity and attitude towards advertisement was confirmed. When the context of Internet article was negative, the news type that provides a photo with the article was more effective for the attitude towards advertisement. It is estimated that when a photo is provided with an Internet article for social contribution activity, the level of crowdedness increases and accordingly the negative context of the Internet article is cancelled out. Second, interaction effect between news type and advertisement type of social contribution activity article and attitude towards advertisement was confirmed. In the news type that provides a photo with an Internet article, corporate advertisement was more effective for attitude towards advertisement than product advertisement. Third, interaction effect between the news type of social contribution activity and corporate image according to advertisement type was confirmed. In the news type that provides a photo with an Internet article, product advertisement was more effective for corporate image than corporate advertisement.
The purpose of this study was to identify the denotating of visual message and linguistic message in the advertisement of Jean-wear, and to identify the image type in the advertisement of Jean-wear. Content analysis was done using the advertisement of Jean-wear from several fashion magazines which were published from January, 1996 to August, 1997. The advertisement of Jean-wear reflects the reality using the photos, and is image appeal type, appeals to the model\`s lifestyle, the western value. And that mostly singles person was appeared in the advertisement means solitude in modern society.
Internet banner advertisement has become recognized as an important media, and its influence has been increasing. The merits of Internet banner advertisement are diversity and consumer immersion. Especially, by using various types and visual expression methods, the automobile Internet banner advertisement has evolved into what attracts curiosity and interest of potential consumers. Thus, to find efficient communication method for automobile Internet banner advertisement, this study, by comprehensively analyzing various advertisement methods in previous researches, suggested an advertisement type and a visual expression method suitable to automobile Internet banner advertisement. Four types of automobile Internet banner advertisement are production form, production purpose, expression form, and advertisement area. Four visual expression methods are action form, image, change form, and moving form. And, through case analysis, this study also examined the value of the newly suggested method.
Journal of the Korean Society of Clothing and Textiles
/
v.30
no.9_10
s.157
/
pp.1455-1463
/
2006
The purpose of this study was to examine the advertisement effects of mobile fashion advertisements, specifically focusing on how the mobile fashion advertisement effects work according to advertisement types and categories. Two hundred female college students participated in this study. For data analysis, descriptive statistics, factor analysis, and t-test were used for this study. As the results, first, advertisement attitudes were classed into three factors such as cognitive factor emotional factor, and behavioral factor. Second, regarding the effect of advertisement types, pull advertisement type had higher advertisement attitudes, and higher purchasing intention than push advertisement type. There was not significant in brand attitudes between pull advertisement and push advertisement. Third, for the effects of advertisement categories, clothing advertisement had higher cognitive factor and behavioral factor, and higher purchasing intention than accessory advertisement. There were not significant in emotional factor and brand attitude between clothing and accessory advertisements. Based on these results, M-commerce fashion advertisement marketing strategies would be suggested.
This study is intended to analyze the effect of fashion consumer's information search on satisfaction with advertisement and the intent to reuse depending on type of advertisement. The survey of the men and women in their 20s and 30s living in Seoul and metropolitan area was conducted for data collection, beginning in 17th through 24th, October 2011. Total 355 copies of questionnaire were used for final data analysis and reliability analysis, factorial analysis and multiple regression analysis were carried out using SPSS 16.0. The results were as follows. First, for banner, e-mail and search advertisement, constant information search had influence on convenience for use and satisfaction with information, and for e-mail advertisement, information search appeared to have had effect on satisfaction with information. Second, constant information search by type of advertisement had effect on intent to reuse. Third, convenience for use, information and satisfaction with the interest by Internet user had influence on the intent to reuse, while for the user of search advertisement, convenience for use and satisfaction with information had effect on the intent to reuse.
This study has observed the influence of green advertisemen on the attitude of consumers in relation to its message effect. The analysis has been conducted in the perpective of awareness-emotion -behavior targeting housewives based on the message structure of the advertisement(conclusion omission type/ conclusion offer type). Results of the analysis are as follows : 1) Green advertisement was more effective for the attitude toward advertisement and products than non-green advertisement and in the case of high involvement the conclusion omission message was more effective than the conclusion offer message. 2) Green advertisement was more effective also for the emotion side than non-green advertisement and the conclusion omission message was found more effective than the conclusion offer message. 3) Green advertisement was found more effective for purchasing activities than non-green advertisement and the conclusion omission message was found more effective than the conclusion offer message in the case of high involvement. 4) In case of the conclusion offer type structure of green advertisement the awareness side influenced purchasing activities and in case of the conclusion omission type structure of green advertisement the emotion side influenced purchasing activities. Besides that in case of the conclusion offer type structure of non-green advertisement both the awareness and emotion sides were found to influence purchasing activities. No difference was found in the conclusion omission type structure of non-green advertisement.
The Transactions of The Korean Institute of Electrical Engineers
/
v.67
no.6
/
pp.759-766
/
2018
Although the Act on the Prevention of Light Pollution Due to Artificial Lighting has been enforced since 2013, the area of advertisement lighting has made slow progress in solving the problems of light pollution. This paper first investigated institutional problems by analyzing domestic laws and regulations relating to the light pollution of advertisement lighting, and investigated and analyzed methods for reducing light pollution that were applied in overseas countries. Then, problems of light pollution were analyzed by conducting a research on the actual status of advertisement lightings installed in South Korea and applying various methods for reducing light pollution, and advertisement lighting using LED was recommended. As a method for reducing light pollution that can be applied to the process of manufacturing channel letter-type advertisement lights, power consumption per unit area ($W/m^2$) was proposed, and $100W/m^2$ was recommended as a value currently suitable for South Korea.
Kim, Ju-Jung;Oh, Sung-Sang;Cho, Ga-Ram;Lee, Jae-Soo
Journal of the Korean Graphic Arts Communication Society
/
v.31
no.1
/
pp.15-37
/
2013
Split digital printing into interior and outdoors on present advertisement. When is printing machine for interior mainly, use ink of water-based type. Equipment of this type embodies high resolution, but ink special quality light stability is weak. Also, when is printing machine for outdoors, printing machines of solvent or UV type are used because of water resistance and light stability. This printing machines hard to embody ink special quality high resolution mainly. And because outside is far visibility range, is uncommon in case high resolution requires embodiment. Therefore, high resolution of inside is water-based type considering this item and outside printing machine of low resolution solvent type mainly announce. Also, divide into eco-friendly latex ink type that is announced to water-based, solvent, UV according to ink type and the latest market using in occasion of digital printing machine used as advertisement industry. Color management that is been consistent of original image has a lot of difficulties by using substrate that is also various to digital printing machine for such various advertisement. But, consumers is rising realization about color or desire about quality improvement of color gradually in interior outside advertisement market. So, require solution method. Therefore, in this paper, eco-friendly ink use applied device calibration through linearization in done latex digital printing machine to basis. And studied right color management plan of digital printing for interior outside advertisement through three steps such as G7 calibration application and ICC profile application.
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