• 한국의류학회지
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• 제34권5호
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• pp.784-796
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• 2010

Consumers focus on information about the symbolic meaning of a product for highly involved and emotional products (such as cosmetic products). This study examines the effectiveness of the congruence between cosmetics advertising image and self-image on consumer attitudes. In addition, this study examines two additional moderating effects, which are 'product type' and 'message type'. For the experiment, four advertizing type factorial designs were performed. A total of 320 undergraduate female students in Korea participated in the experiment. This study captured the subjective judgments of consumers on these three comparisons in terms of advertizing attitude, brand attitude, and purchase intention. The results are as follows: First, the greater the self-congruity on cosmetic advertising, then the greater the effectiveness on advertizing attitude. Second, the increased self-congruity on cosmetic advertising did not create greater effectiveness on brand attitude. Third, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image increased the effectiveness on brand attitude. Fourth, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image improved the effectiveness on purchase intention. Fifth, the greater the brand attitude (on the congruence between the cosmetics advertising image and the self-image produced)increased the effectiveness for purchase intention. The results show a significant moderating role of the product type. Marketers can use the results of this study to understand the market of cosmetic products for promotion.

• International Journal of Contents
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• 제10권4호
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• pp.23-29
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• 2014

Online video advertising is now an increasingly important tool for marketers to reach and connect with their consumers. The purpose of this study was to empirically investigate the impact of video format on online video advertising. More specifically, this study aimed to explore whether online video quality and image size influences viewer responses toward online video advertising. By conducting an experimental study on YouTube, the results suggested that enhanced video quality of online advertising may have an important impact on effectiveness of the advertising, and the concept of presence is a key to understanding the effects of enhanced video quality in online advertising.

• 미래기술융합논문지
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• 제2권3호
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• pp.49-58
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• 2023

본 연구는 브랜드 이미지와 모델 이미지 일치여부에 따른 화장품 광고효과와 브랜드 이미지와 광고 카피 간을 조화롭게 지각하느냐 여부에 따른 화장품 광고효과를 알아봄으로써, 화장품 광고에서 맥락효과를 검증하고자 하였다. 이를 위해 브랜드 가치유형(3)×광고카피유형(3) 요인설계를 이용하여 자료를 수집하였다. 연구결과 첫째, 화장품 브랜드 이미지와 모델 이미지의 일치여부에 따른 광고효과를 확인한 결과, 모델의 이미지와 브랜드의 이미지가 일치할 때 광고태도와 구매의도가 모두 유의미하게 높은 것으로 나타났다. 둘째, 화장품 브랜드 이미지와 카피유형의 일치도 지각여부에 따라 광고효과에서 차이가 있는 가를 확인하였다. 그 결과 화장품 브랜드 이미지와 카피유형이 일치한다고 지각하는 소비자들이 불일치한다고 지각하는 소비자에 비해 광고태도와 구매의도가 모두 유의미하게 높은 것으로 나타났다. 향후 화장품 광고 카피 전략을 세울 때맥락효과를 접목하여 카피전략을 세워야 하는가에 대한 타당성을 제공해 줄 것으로 기대된다.

• 디지털융복합연구
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• 제19권12호
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• pp.397-404
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• 2021

본 연구는 관여도가 상대적으로 낮은 기능적 가치를 추구하는 제품의 검색광고를 평가할 때, 제품 이미지의 위치와 판매단위유형 간의 일치성에 따라 광고효과가 달라질 수 있다고 보았다. 이에 본 연구의 목적은 제품검색광고에 나타나는 제품 이미지의 위치(왼쪽 vs. 오른쪽)와 판매단위(낱개 vs. 묶음)가 광고태도, 브랜드태도, 그리고 구매의향에 미치는 영향을 탐색하는데 있다. 연구가설을 검증하기 위해 144명의 참가자를 대상으로 2×2 요인설계로 실험을 진행하였는데 독립 변인으로서 제품검색광고 내 제품 이미지의 위치, 제품 판매단위 두 가지 변인을 설정하였고, 종속변인으로 광고태도, 브랜드 태도, 구매의향을 측정하였다. 본 연구 결과는 제품 이미지의 위치와 판매단위의 상호작용 효과가 브랜드 태도, 구매의향에 미치는 것으로 나타났는데 묶음 단위의 제품 광고에서 오른쪽에 제품 이미지가 위치할 때 브랜드 태도와 구매의향이 높아졌다. 본 논문의 결과를 기반으로 학문적 시사점과 향후 쇼핑 플랫폼, 온라인 스토어 등에 관심있는 실무자에게 유용한 시사점을 제공하여 후속연구에 대한 방향성을 제시하고 있다.

• 한국의류학회지
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• 제20권6호
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• pp.1002-1015
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• 1996

Self-image is an organized structure of perceptions of one's self and it has a direct influence on values, ideas, goals and objective. And It is generally agreed that consumers engage in buying behavior that is consistent and congruent with their self-image. With this assumptions numerous researches have prove that consumers tends to favor the brand or store image that is congruent to self-image. According to these results we can assume that self-image also can have influence on consumer's information processing, especially in advertising process. Because one of the main factor in forming the brand or store image is advertising. Thus, this study is to propose it's effect of self-image in clothing advertising process. In specifically to find out congruency between self-image and clothing ad image's influence on ad recalling, ad attitude and buying intention. And also it's difference between ideal self and actual self. This study suggested that when there is a congruency between self-image and clothing ad image, consumers have more positive attitude toward the clothing ad and have more intention to buy the products ann also can recall more frequently. Considering the characteristics of clothing goods as a symbolical goods, ideal self-image is more effective than actual self-image.

• 디자인학연구
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• 제21권
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• pp.77-86
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• 1997

현대사회는 매스미디어에 의한 이미지의 시대이다. 광고매체는 이러한 현대사회의 일상생활에서의 각종 시각정보전달 매체 물을 통한 수용자의 이미지의 접촉과 반도에 지대한 자극과 영향을 준다. 신문, 잡지광고 텍스트 제작에 있어서 서체(typeface)선택의 활용에 따른 시각이미지(시심상, visual image)의 비교 연구를 통하여 볼 때, 헤드라인 서체의 선택은 광고카피의 중요성 못지 않게, 광고 컨셉에 맞는 발신자(광고주, client)와 수용자(소비자, consumer)의 관계에서 보다 효율적인 대 소비자를 향한 광고효과의 증대를 위해 중시되어져야 한다. 한편 이러한 헤드라인 서체의 시각이미지(시심상, visual image)는 다른 시각화상정보 전달요소(그림, 시진 등)들과 '심리적 조화의 일치' 라는 관점에서 행하여져야 한다. 이는 모든 인간들이 각자의 얼굴을 지니고, 각기 맡은바 역할에 맞추어 살아가는 것과 같이, 서체(typeface)도 각기 서체가 갖는 이미지의 '심리적 조화의 일치'하에 활용될 때 서체의 개성과 역할이 배가되어지기 때문이다.

• 아태비즈니스연구
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• 제4권1호
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• pp.43-51
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• 2013

The research is done with reference to insurance industry. Three companies are taken for the study, first one is LIC, second is ICICI Prudential and third one is ING Vysya life insurance. The impact of advertising message was seen on the brand image of these companies. Six print ads were taken for each company and data was collected from five hundred and forty respondents and forming a sample size of thirty. Three questionnaires were prepared one for brand image before showing ad; second one for advertising message and third one for brand image after showing ads. Through this study these three companies were also compared on the ground of which company has the effect on its brand image by showing ads of that company before and after.

• 대한가정학회지
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• 제30권3호
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• pp.33-43
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• 1992

The objective of this study were to (1) investigate the relationship between evaluations of apparel advertising, fashion involvement, and social attitudes, (2) examine how evaluation of apparel advertising, fashion involvement, and social attitudes vary according to gender, and (3) investigate the possible differences in purchase attitudes toward the advertised apparels according to gender and advertisement slogan. Questionnaire for evaluations of apparel advertising was comprised of four sections; apparel advertising acceptance, evaluation of advertisement slogan, purchase attitude toward the advertised apparels, and perception of effective media for apparel advertising. For evaluation of advertisement slogan, 5 sets of apparel advertisements were selected. Each set had two advertisements; one advertisement contained an image-oriented slogan, while the other had a quality-oriented slogan. "The Social Attitude Scale' by Kerlinger and 'Fashion Involvement Index' by Tigert, Ring & King were used. All the items were selected on the Cronbach's alpha reliability. The subjects were 217 college male and famale students in Seoul; 60 were asked about purchase attitude toward the image-oriented slogan, 60 purchase attitude toward the quality-oriented slogan, and 97 all the items included in evaluation of the two slogans. The data were analyzed using Pearson's correlation coefficient, X2-test, t-test, two-way ANOVA, and multiple regression analysis. The results of the study were the followings. 1. Fashion involvement had positive relationship with apparel advertising acceptance. The higher the level of conservative attitude males had, the more positive attitude they had in fashion involvement and apparel advertising acceptance. Subjects high in conservative attitude, fashion involvement, and apparel advertising acceptance. Subjects high in conservative attitude, fashion involvement, and apparel advertising acceptance had more positive in purchase of the advertised apparels. 2. Females high in apparel advertising acceptance were more favorable toward image-oriented advertisements. 3. Fashion involvement and apparel advertising acceptance were significantly higher in females than in males. Liberal attitude was significantly higher in males than in females. Evaluation of advertisement slogan did not differ according to gender. 4. Males perceived 'TV' was the most effective media for apparel advertising while females perceived 'display' was the most effective. 5. No significant interactions between advertisement slogan and gender were found in purchase attitude of the advertising apparels. 6. Apparel advertising acceptance was influenced by fashion involvement, social attitude, and sex. The explanatory power of the three variables was 17%.

• 한국가정과학회지
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• 제8권1호
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• pp.5-18
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• 2005

The purposes of this study were to identify brand image and advertising image perception maps of domestic make-up products. A self-administered questionnaire was used for data collection. KYST, CORAN and SPSS PC(Ver. 12.0) were used for data analysis. The results were as follows: 1. Brand images of Etude, Isa Knox, and Laneige were perceived as unique, stimulative, high quality, elegant, modern, and sophisticated. Brand image of Cathycat was perceived highly in high quality, elegant, modern, and sophisticated, but low in unique and stimulative. Brand image of Lac Vert was perceived high in unique and stimulative, but low in high quality, elegant, modern, and sophisticated. Brand images of Hercyna and Vov were the lowest. 2. Advertisement images of Etude was perceived as modern, sophisticated, familiar, and unique, but Lac Vert was perceived adversely, Advertising images of Laneigne and Isa Knox were high in modern, sophisticated and familiar, but low in uniqueness. And advertising images of Hercyna, Cathycat, and Vov were perceived as modern, sophisticated, and familiar.

• 디지털융복합연구
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• 제18권7호
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• pp.369-374
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• 2020

제품을 홍보하는 영상 광고에는 다양한 감각 요소가 사용된다. 시각적 요소와 청각적 요소를 활용한 영상 광고는 마케팅의 대표적인 수단이라 할 수 있다. 이와 같은 감각 요소를 활용하여 제품을 홍보하는 광고 영상은 로고 혹은 특정 이미지, 문구 등 시각적 요소를 지속적으로 또는 반복적으로 노출시키며 시청자에게 각인시킨다. 그러한 시각적 이미지는 브랜드 이미지를 효과적으로 심벌화하는데 효과적인 방법으로 사용되고 있다. 대부분의 자동차 브랜드의 광고 영상에서 시각적인 요소를 심벌화하였다면, 기아 자동차 K5의 광고 영상에서는 청각적인 요소 즉 사운드를 심벌화하여 K5만의 차별화된 광고 영상을 제작하였다. 본 논문은 청각적 요소를 심벌화한 기아 자동차의 K5 광고 영상을 타사의 자동차 브랜드 광고 영상과 비교 분석하였으며, 광고 영상 제작에 활용된 기법과 효과를 연구하였다.