• Journal of Digital Convergence
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• v.17 no.9
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• pp.407-420
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• 2019

The purpose of this study is to explore the possibility of measuring advertising effectiveness through the ad evaluation text. The 384 university students were asked to evaluate the positive and negative evaluation ads of high and low involvement products by self-report method and to write ad evaluation text online. The written ad evaluation text were analyzed by KLIWC and to examine the difference between the comment of positive and negative advertising. The results of the analysis are as follows. First, there were differences between positive and negative ads in 17 psychosocial variables. Second, there were differences between positive and negative ads in 9 linguistic variables. Third, there was a significant correlation between KLIWC variables(Positive & negative emotions, inhibition, conviction, physical condition & function and sleep/dreams) and advertising effect variables. This study suggests that the advertising evaluation comment reflects the consumer's psychological reaction to advertising and the possibility of measuring the advertising effectiveness using advertising evaluation text.