• Asia Marketing Journal
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• 제15권4호
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• 한국조리학회지
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• 제22권1호
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• pp.9-18
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• 2016

The purpose of this paper was to explore the narrative strategy of storytelling advertisement videos for a beer brand Heineken. Heineken was one of the most active advertisers who had made very impressive ad videos. The author selected five story driven advertisement videos which had been most frequently watched by Internet viewers. Those were "The Insider", "Odyssey 2011", "Heineken lip gross", "Italy Activation Milan AC vs. Real Madrid", "the Match". The five selected videos have 90 second running time. The target videos were repeatedly watched and the expected key image cuts and key verbal copies were captured as well. To categorize the narrative structure and key copies of each video, Fog, Budtz & Yakaboylu's four element model of storytelling and Gustav Freytag's three act structure or five stage model of a plot were exploited as underlying theories. Most of the ad videos had clear boundary between or among the stages of the plot and used emotional appeals including humor and sexual appeals. This paper found that the target videos used visual rhetorics to enhance the viewers' persuasion and comprehension. It also revealed that the target videos took advantage of football match as an emotional engagement to get ad viewers closely banded with Heineken.

• 지식경영연구
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• 제10권3호
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• pp.99-113
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• 2009

The goal of this article is to ascertain the factors that govern consumers' choosing to outbound travel product. The authors assess the consumers' travel product choosing processes with information search(internal knowledge, external information knowledge). alternative evaluation(perceived image, emotional experience, price acceptability, appeal, trust), and alternative choice(purchasing intention). Using data on Thailand travel product, the authors find considerable results and conclude by discussing prescriptive recommendations for the travel industry.

• 복식
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• 제52권8호
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• pp.137-149
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• 2002

This study was made to investigate the differences in Korean woman's perceived makeup image and self-consciousness according to their expectation level in socio-psychological effect of makeup, and to gather information needed for the better understanding of cosmetics consumers and more effective marketing activities of cosmetics industries. Normative-descriptive survey method using questionnaire was employed for the present study. The survey was conducted in August 2001 and the sample consisted of 942 women between the ages of 18 and 50 residing in Seoul and Kyungi province. Data were analyzed by SPSS package. Factor analysis, ANOVA, and MANOVA were employed for the analysis of the data. The results are as follows : (1) Six factors emerged from the data related to the category of expected socio-psychological effect of makeup. Those factors were named as "increasing positiveness", "refreshment", "covering weakness", "self-expression", "consideration for others", and "the tool for self-change". Four factors were found in the category of makeup image, and the factors were named as "refinement", "nobility", "favorable impression ", and "personality ". (2) There was a tendency that those who highly expect the socio-psychological effect of makeup have more positive self-image. Considering this differences in self-image according to the level of expected socio-psychological effect of makeup. service activities for the consumers' positive opinion and attitude to the effect of makeup are needed, and it seems that those service activities will have a good influence on the consumers' emotional health. (3) Subjects with higher level of social anxiety showed higher expectations in refreshment, covering weakness and self-expression. Considering this trend, marketers have to make an constant effort for the variety of cosmetics and makeup manner by which consumers satisfy their expectation in makeup. It seems that the satisfaction of their expectation on the help of makeup effect will contribute to lessen social anxiety, and to get emotional stability. (4) Subjects with higher personal self-anxiety showed higher expectations of the effect. "increase of positiveness". Therefore, if the product advertisement imply the content of increasing positiveness effect of makeup, it might appeal more easily to their consumers.imply the content of increasing positiveness effect of makeup, it might appeal more easily to their consumers.

• 한국콘텐츠학회논문지
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• 제16권4호
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• pp.705-717
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• 2016

본 연구는 물부족이나 환경오염 방지와 같이 정책이 미치는 개인적인 혜택이 매우 추상적일 뿐 아니라 혜택의 수혜에 장기간이 걸리기 때문에 정책PR 메시지가 개인에 대한 이익을 넘어 다른 사람들과 사회를 위하는 친사회성을 강조해야 할 때, 메시지 유형에 따른 효과차이를 보고자 하였다. 즉 이성적 소구와 감성적 소구가 정책수용에 미치는 영향에는 어떤 차이가 있는지, 그 과정에서 정부 신뢰도, 관여도, 그리고 인구통계학적 요인이 어떤 역할을 하는지 살펴보았다. 연구 결과, 메시지 소구유형과 정부 신뢰도는 상호작용 효과를 보였다. 즉 정부 신뢰도가 높은 경우에는 감성적 소구가 정책수용에 더 효과가 크고, 정부 신뢰도가 낮은 경우에는 이성적 소구가 더 효과가 컸다. 관여도의 경우 정책수용효과에 미치는 주효과는 발견되었으나 메시지 유형과의 상호작용 효과는 없는 것으로 나타났다. 인구통계학적 요인 역시 소구유형과의 상호작용은 발견되지 않았으나, 성별은 정책수용에 대한 태도와 행동의도에, 연령은 행동의도에 영향을 미치는 것으로 밝혀졌다.

• 디지털융복합연구
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• 제10권10호
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• pp.237-245
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• 2012

본 연구의 목적은 모바일 서비스 이용자의 감성적 가치 인식과 만족도에 미치는 영향 요인을 정량적으로 실증하고자 하였다. 따라서 연구자는 사용자가 인식하는 모바일 상품권의 감성적 인식, 만족도, 구전, 그리고 외생변인들 (경제적/이성적 가치, 신뢰도, 즐거움, 혁신성 등) 간의 경로와 관계를 검정하기 위해 구조방정식 모델링 방법론을 통해 확인하였다. 연구 결과 모바일 상품권의 사용자들은 상품권의 감성적 인식과 혁신성 등이 모바일 상품권의 신뢰와 즐거움에 영향을 주는 것으로 확인이 되었다. 또한 신뢰, 즐거움 등이 만족과 구전으로 영향을 주는 것으로 나타났다. 따라서, 모바일 상품권의 감성적 소구가 마케팅 도구의 일환으로 활용될 경우, 기업은 고객의 만족과 자발적인 구전 관점에서 효율성을 극대화 할 수 있을 것으로 보았다. 연구자는 본 연구가 첨단산업의 초기 개발단계에 있는 모바일 상품권 사용자의 감성적 인식 요인을 정량적으로 검정한 것으로 이론적 실무적 공헌점이 있을 것으로 보았다.

• 한국의류학회지
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• 제19권1호
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• pp.3-12
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• 1995

The purpose of this study were to identify the types of consumer responses and to investigate the attitude formation process toward the fashion advertising. A consusmer attitude model for the fashion advertising and to select relevant variables. A consumer attitude model was composed of the prior brand attitude, the consumer re, ;posses (affective, cognitive) the advertising attitude, the brand attitude, and the purchase intention paradigm. The result of this study were as follows: 1. Consumer responses on the fashion advertising were distingished between affective response and cognitive responses and the degree of responses differed by the advertising appeals types (emotional advertising, sex appeal advertising and product attribute advertising). 2. The main casual course of the fashion advertising was that the prior brand attitude $\rightarrow$ the consumer responses (affective, congnitive) $\rightarrow$ the advertising attitude $\rightarrow$ the brand attitude $\rightarrow$ the purcha, ie intention. These attitude formation process was differed by the advertising appeals types. Finally, consumer responses on the fashion advertising were disinguished beween affective responses and congitive responses, and were affected to advertising attitude, brand attitude, purchase intention. These consumer attitude formation process was differed by the advertising appeals.

• 감성과학
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• 제25권4호
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• pp.129-138
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• 2022

음성 어시스턴트가 차량에 탑재되기 시작하면서, 차량의 조형적 특징과 음성 어시스턴트간의 연관성이 중요해지고 있다. 본 연구는 자동차에 적용된 음성 어시스턴트와 외관의 조화스러움에 대하여 공통된 감성적 특징을 기반으로 살펴보고자 하였다. 12가지 차량 이미지와 6가지의 음성 어시스턴트에 대해 15종의 형용사를 바탕으로 감성 평가를 실시하였다. 실험은 온라인 개별 인터뷰로 진행되었으며, 총 24명의 대학생이 참여하였다. 참여자들은 각 자극물을 대표하는 감성 형용사 3종을 1, 2, 3위로 평가하고, 선정 이유에 대한 간단한 인터뷰를 진행하였다. 설문 결과에 대해 주성분분석을 수행하여 2개의 주요 요인을 추출한 뒤, 각 요인을 축으로 하여 자극물을 분포시켰다. 분포도를 바탕으로 감성적 특징을 도출하고자 계층적 군집 분석을 수행하였다. 주성분 분석 결과 자동차 이미지와 음성 어시스턴트를 설명하는 감성적 차원으로 "편안한-급진적인"과 "가벼운-무거운"이 추출되었다. 두 차원을 바탕으로 자극물들을 분포시킨 결과, 자동차와 음성 어시스턴트가 동일한 축을 바탕으로 다양하게 분포해 두 요인이 자극물간 감성적 특징을 도출하기에 적합하다고 판단되었다. 자극물들의 분포도를 바탕으로 계층적 군집분석을 수행하여 17개의 자극물을 4가지 군집으로 추렸다. 각 군집은 도전적인, 우아한, 위엄있는, 활기찬 그룹으로 도출되었다. 본 연구에서는 차량의 조형적 특징과 음성 어시스턴트의 감성적 이미지를 동시에 설명할 수 있는 두 축을 도출하였다. 도출된 축을 바탕으로 그려진 분포도에 군집 분석을 수행해 감성적 특징을 분류하였으며, 총 4개의 감성적 특징이 도출되었다. 본 연구는 자동차의 조형적 특징에 맞춘 음성 어시스턴트 제안을 위한 디자인 품평 가이드로 활용되어, 추후 출시되는 차량에서 사용자들의 자동차 음성 어시스턴트 감성 경험이 증진될 것으로 기대한다.

• 디지털융복합연구
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• 제15권11호
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• pp.497-511
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• 2017

연구의 목적은 스쿼시 심판판정에 대한 선수들의 인식과 심판판정에 대한 정서 반응을 알아보는데 있다. 이를 위해, 2016년 국가대표선수 남 녀 각 3명 총 6명을 대상으로 개별심층면담을 진행하여, 이들이 인식하고 있는 심판판정과 그에 따른 정서반응을 규명하였다. 연구결과 첫째, 심판판정에 대한 인식 차이는 심판마다 주관적 관점을 가지고 있고 보는 위치와 시각의 차이, 순간적인 판단능력, 경력과 경험에 따라 차이가 나는 것으로 나타났다. 둘째, 심판판정이 경기의 승패에 미치는 영향은 낮은 것으로 나타났다. 셋째, 리드하고 리드 당하는 경기 상황에서 심판 판정 영향정도와 그에 따른 정서적 대처방안 모두 "영향이 없다"는 의견이 많은 것으로 나타났다. 이러한 결과는 선수들이 인식하는 심판판정이 경기상황과 심판의 경험 등에 따라서 다르게 인식한다는 것을 의미하며, 심판에 따라 판정에 대한 인식이 다르지만, 실제 경기결과에는 영향을 미치지 않는다는 것을 의미한다. 결론적으로 심판판정이 상황에 따라 선수들의 정서반응에 긍정적 및 부정적 영향을 미칠 수 있지만, 경기력을 결정하는 중요 요소는 선수 개인의 여유 있는 경기 운영과 기술의 정확성이라는 사실을 시사한다.

• 복식
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• 제66권5호
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• pp.49-65
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• 2016

This study investigated the effect of emotional appeals on consumers' attitude towards fair trade apparel advertisements, and their intention to purchase those fair trade apparels. The interaction effect of the advertising channel and the mediation effect of perceived consumer effectiveness(PCE) were examined. Four stimuli were manipulated using two types of emotions(positive/negative) and two types of advertising channels(magazine/SNS) were used to analyze consumers' reaction. The results demonstrated the significant differences in attitude towards ads and purchase intention according to the types of emotional appeals used in fair trade apparel ads. However, the interaction effect between the types of emotion and advertising channels was not identified. The results of mediation analysis showed that positive emotion influenced purchase intention directly without forming a favorable attitude towards the ads, whereas negative emotion had no significant influence on attitude towards the ads and purchase intention. The results also identified that PCE mediated between emotion elicited by ads and purchase intention. This study suggests that delivering images and messages that creates positive emotion should be considered when fair trade ads are produced. In addition, fair trade ads need to be devised to enhance PCE by emphasizing that ethical choices of individual consumers can change the working environment of manufacturing countries.