• Korean Journal of Cognitive Science
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• v.25 no.1
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• pp.25-49
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• 2014

Advertisement for one type of product competes against another type using different advertising strategies. It is important to know which factors influence people's perception of the message within the advertisement and their formation of attitudes towards the advertisement. Using multidimensional scaling, this study investigated what main factors were important when people perceive beverage advertisements on TV. A positioning map was constructed based on similarity ratings of 14 drink advertisements. We examined the meaning of the three dimensions of the positioning map by asking a different group of participants to rate on components of attention, attitudes toward advertisements and products, and intention to purchase the product in each advertisement. It was found that three dimensions in the map was attention to content, color, and motion respectively. More importantly, the attentional component to content was related to the attitude of affection and action toward a beverage introduced in advertisement. These results suggest that content-based attention in advertisements induces a positive attitude toward the advertisements.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.7
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• pp.1258-1269
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• 2001

The purpose of this study was to investigate the dimensions of fashion lifestyle, to examine the relationship between fashion lifestyle and internet advertising effect, and to identify the moderating effect of fashion lifestyle on the relationship between advertising types and advertising effects. Using dependent variables as internet advertising effects(i.e., attitude to advertising, attitude to product, attitude to brand), advertising types (i.e., banner, website e-mail types) and fashion lifestyle were used as independent variables. For the study, a sample of 152 apparel consumers participated in this survey research. The survey of design with a questionnaire was employed. Three types of fashion advertisement were included as banner type, website type, and e-mail type. For each type, two samples were included for the study. Questionnaire was developed with the html language and data collection was done through the internet on October 2000. For data analysis, descriptive statistics(i. e., frequency, percent), factor analysis, reliability analysis, linear regression and ANOVA were used. First, fashion lifestyle was classified with the seven dimensions: personality seeking group, planning purchase group, fashion leader group, fashion information seeking group, media preference group, commonness/traditional group, fashion follower group. Second, fashion lifestyle had signification effects on advertising effects. In the group of fashion lifestyle, fashion Information seeking group and planning purchase group were found to influence on the attitude toward advertising, and planning purchase type was influenced to attitude toward brand and attitude toward product. Third, main effects of fashion lifestyle were found to be significant. The correlation and interaction effects of fashion lifestyle and internet advertisement types were not significant.

• Journal of Digital Contents Society
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• v.15 no.1
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• pp.61-68
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• 2014

In the past, to stimulate customers' rationality were used as a marketing methods but the storytelling marketing is appealing to consumers by showing product or brand value. Storytelling marketing attracts clients favorable attitude. In this research, I tried to figure out how emotional storytelling and humor advertising affects to brand attitude a quality of products according to advertising types, brand image, trust, interest, message, advertising model, intension of purchase and recommendation requisite to impact on brand attitude. As a result emotional storytelling was more effective than the humor advertising method when forming the brand attitude and brand image. Also, among the types of advertisement, emotional storytelling tended to bring a significant difference between men and women. Emotional storytelling advertisement are increasing and being competitive. Therefore, we need notable advertisement. It is a significant research to understand how advertising type affects to consumers.

• Korean Management Science Review
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• v.31 no.4
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• pp.15-28
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• 2014

The present study examined the effects of self-construal and message orientation on value advocacy advertising. An experiment of college students was conducted to investigate relationship between the attitude toward advocacy advertisements and the purchase intention. The results showed that people with interdependent self-construal have more positive attitude toward the advocacy advertisements than people with independent self-construal. The interaction effects between self-construal and message orientation on the value advocacy advertisements were not found significant. However, it was found that even people with independent self-construal showed more positive attitude toward the advocacy advertisement with others-orientation messages than the advertisement with self-orientation messages in value advocacy advertising. Based on the findings, theoretical and managerial implications for value advocacy advertising were discussed.

• Journal of the Korea Society of Computer and Information
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• v.29 no.5
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• pp.75-83
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• 2024

The purpose of this study is to analyze the relationship between consumption value, advertisement acceptance attitude, and purchase intention according to the MBTI personality type. The results of a survey and analysis targeting the MZ generation with experience in purchasing digital products are as follows. 1.There was no difference between consumption value and advertisement acceptance attitude according to the MBTI personality type. 2. Among the consumption values, Factors of rarity value and emotional value had an effect on purchase intention. 3. Among the attitude of accepting advertisements, advertising favors, information trust and negative cognition had a positive effect on purchase intention. Accordingly, providing advertising content including information and interest about digital products is considered effective in marketing of the MZ generation, which represents flex consumption and minus-out consumption.

• Journal of Korean Society for Quality Management
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• v.30 no.3
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• pp.94-110
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• 2002

This research focuses on internet advertisement success factors derived from the relevant researches and clarified the concept of user and information characteristics. The corresponding determinants are suggested such as organizational characteristics, user characteristics, and information characteristics. Success factor of internet advertisement is used by user attitude. We then examine the impact of corresponding determinants on the success factors. Hypotheses on their characteristics were tested for 174 persons. The results indicated that organizational characteristic, user characteristic and information characteristic was partly found as a positive impact on the internet advertisement success while quality of innovation and purchase promotion traits were not significant.

• Asian Journal of Business Environment
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• v.8 no.3
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• pp.33-41
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• 2018

Purpose - This study focused on the attitude differences towards harmony-focused Ad and uniqueness-focused Ad, also those towards brand advertised in each of the two type Ads between self-construals. Research design, data, and methodology - Main survey was conducted online with the people in China, and collected 107 data through harmony Ad questionnaire and 109 data through uniqueness Ad questionnaire. Anova and t-test were used to verify hypotheses. Results - First, More positive attitude towards harmony-focused Ad and the brand in it there was at interdependent Chinese consumers than at independent Chinese consumers. Second, the independent Chinese consumers and the interdependent Chinese consumers did not form significant attitude difference towards uniqueness-focused Ad. However the independent Chinese consumers showed more positive attitude towards the brand in the uniqueness-focused Ad than the interdependent Chinese consumers. Conclusions - By highlighting the attributes of Chinese consumers' self-construal, to appeal to interdependent Chinese consumers, marketers should develop harmony-focused advertisement, and they should appeal to independent Chinese consumers by using uniqueness-focused advertisement. However the harmony might be pursued as the main content in the overall environment by Chinese people. Therefore it is necessary for the marketers to consider the harmony even when appealing them by emphasizing the uniqueness.

• Journal of Digital Convergence
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• v.16 no.6
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• pp.53-61
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• 2018

In this study, we investigated whether the model attributes of CSR ads (value addition, attractiveness, expertise, trustworthiness) affect the attitude of the company. We also examined the mediating role of message authenticity in the model attributes and corporate attitudes of CSR advertisements. The results of the study are as follows. First, the value addition, attractiveness, and reliability of the CSR advertising model have a positive effect on the message authenticity of the CSR advertisement. Second, the attractiveness and expertise of the CSR advertising model have a positive effect on the attitude of the company. Third, the effects of the CSR advertising model on the value addition, attractiveness, and reliability are completely mediated by the message authenticity of the CSR advertisement. The results of this study suggest that it is effective to select the models with value addition, attractiveness, and expert image when producing CSR advertisements.

• Archives of design research
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• v.15 no.4
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• pp.201-214
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• 2002

The discussions on Korean advertisement have been continued since 1980's. Comparing with other fields, years of research had not bear as fruitful achievements as we expected. The present situation where korean own culture has been disappearing day by day, this thesis will have significant meaning by investigating Korean culture and advertisement reflecting its culture. This thesis put emphasis on consumers who have been neglected by discussions. So I intended to study the expression of Korean advertisement and their attitudes focused on celluar phone. To investigate their attitudes, I first settled the concept of Korean Advertisement, then posed questions for identifying a shift in their altitudes. As a result of posing questions, I can see that they take friendly attitudes toward Korean advertisement regardless of their ages. And the younger they are, the less they are friendly with advertisement. The element of appeal was differentiated between ages and appeal by korean own sentiment is more effective. I think this outcome verifies the necessity to have concerns on Korean advertisement and make distinct advertisement strategy keeping step with advertisement targets.

• Management & Information Systems Review
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• v.38 no.2
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• pp.241-254
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• 2019

This study is a study on the consumer reaction to the augmented reality advertisement which is a recent issue. this study was conducted based on the necessity of marketing advertisement technique suitable for the 4th industrial revolution era. First, we present the types of augmented reality ads based on previous studies, and examined the effects of enjoyment and formation of brand attitudes on brand attachment on products or services based on the perceived value of consumers for these types of ads. This study is briefly summarized as follows. Hypothesis (H1) empirical value had a positive effect on pleasure, and hypothesis H2) empirical value also had a positive effect on brand attitude. Hypothesis (H3) symbolic value had a positive effect on pleasure and hypothesis (H4) symbolic value had positive influence on brand attitude. Hypothesis (H5) Practical value has a positive effect on pleasure. Hypothesis (H7) Pleasure affects positively (+) influence on brand attitude. Hypothesis (H8, H9) enjoyment affects affection and brand attitude affects affection positively. Hypothesis (H6) Practical value did not affect brand attitude positively. It can be seen that the augmented reality advertisement communicates with consumers through experience or symbolic side rather than perceive practical value by consumer. The implication of this study is that the augmented reality advertisement is highly interactive with consumers and can induce consumer participation. This means that consumers are more aware of empirical and symbolic values rather than experiencing practical value through augmented reality advertising.