Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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CSR Ad Strategy Based on Corporate Social Responsibility Theme, Model and Message Appeal

사회적 책임 활동 주제와 광고모델 및 메시지 소구방식에 따른 CSR광고 제작전략

  • Yu, Seung-Yeob (Dept. of Advertising and Public Relations, Namseoul University)
  • 유승엽 (남서울대학교 광고홍보학과)
  • Received : 2018.11.06
  • Accepted : 2019.01.20
  • Published : 2019.01.28
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Abstract

The purpose of this study is to propose a strategy for creating an advertisement for Corporate Social Responsibility(CSR) based on the strategy of selecting an advertisement model in order to efficiently execute the advertisement of CSR. Data were analyzed by regression analysis. The results of this study are as follows: First, it is found that the value-relevance factors of the model are important regardless of the theme of CSR. In the economic field, the reliability of the model is important. But, the attractiveness of the model was more important in the environmental field. Second, it is effective to select a model with high value-relevance when selecting CSR advertising model. But, in the case of an expert, it is effective to select not only value addition, but also attractive and reliable models. Third, when producing CSR ads using emotional messages, it is important to consider the value and reliability of the advertising model. But, it is important to select the model considering the importance of the value and attractiveness of the advertisement model when producing the CSR advertisement using the informational message. It was found that it is very important to select a model that has a high relevance to the image of the social responsibility subject and the advertisement model when producing the social responsibility advertisement.

본 연구는 사회적 책임활동 광고를 효율적으로 집행하기 위해 광고모델 선정 전략을 중심으로 사회적 책임활동광고 제작전략을 제시하고자 하였다. 자료분석은 회귀분석을 실시하였다. 연구결과 첫째, 사회적 책임활동 주제와 관계없이 모델의 가치부합성 요인이 중요한 것으로 확인되었으며, 경제 분야의 경우에는 모델의 신뢰성이 중요하며, 반면 환경 분야에서는 모델의 매력성이 더욱 중요하였다. 둘째, CSR 광고 제작자들이 CSR 광고모델을 연예인을 선정할 때는 가치부합성이 높은 모델을 선정하는 것이 효과적인 반면, 전문가일 경우에는 가치부합성 뿐만 아니라 매력성과 신뢰성이 높은 모델을 선정하는 것이 효과적이다. 셋째, 감성적 메시지를 활용하여 CSR광고를 제작할 때 광고모델의 가치부합성과 신뢰성을 중요하게 고려해야한다. 반면, 정보적 메시지를 활용하여 CSR광고를 제작할 때 광고모델의 가치부합성과 매력성을 중요하게 고려하여 모델을 선정하는 것이 중요하다. 본 연구는 사회적 책임광고를 제작할 때 사회적 책임활동 주제와 광고모델의 이미지가 관련성이 높은 모델을 선정하는 것이 매우 중요하다는 결과를 도출하였다.

Keywords

Table 1. Effect of model attributes on advertising attitude according to economic theme of CSR

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Table 2. Effect of Model Attributes on Perceived Authenticity in economic theme of CSR

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Table 3. Effect of model attributes on advertising attitudes according to environmental theme of CSR

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Table 4. Impact of model attributes on perceived message authenticity based on CSR of environmental theme

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Table 5. Effects of model attributes of entertainer model on CSR ad attitude

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Table 6. Effects of model attributes of entertainer model on perceived authenticity of CSR advertisement message

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Table 7. Effects of Model Attributes on Professional CSR Attitudes

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Table 8. Effects of Model Attributes on Perceived Authenticity of CSR Advertisement Messages

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Table 9. Effect of ad model attributes on ad attitudein case of emotional message

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Table 10. Effect of advertising model attributes on perceived authenticity of ad message in emotional message

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Table 11. Effect of ad model attributes on advertisingattitudes in informative messages

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Table 12. Effect of ad model attributes on perceivedauthenticity of advertisement message in informative message

DJTJBT_2019_v17n1_159_t0012.png 이미지

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