• 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.

• 디자인학연구
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• 제14권3호
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• pp.37-48
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• 2001

이 논문은 우리나라의 광고에 큰 비중을 차지하고 있는 화장품 광고에서 광고모델 속성이 여성 소비자의 화장품 구매에 미치는 영향에 대한 실증적인 연구이다. 그 결과 소비자들은 광고 모델 속성에 대해서 신체적 매력 보다 전문성과 진실성이 있어야 한다고 응답하였다. 광고 모델이 좋아서 화장품을 구입한 경우, 호감과 신체적 매력은 매우 긍정적인 반응으로 나타났고, 전문성과 진실성은 부정적인 반응으로 나타났다. 여성 소비자들은 현재 광고되고 있는 화장품 광고 모델들에 대해서 관심은 있으나 모델들의 신뢰도가 부족하여 구매에 영향을 미치지 못하고 있다. 우리나라의 화장품 광고 모텔은 대부분 유명 연예인이기 때문에 신체적 매력, 호감, 친밀감은 높은 긍정적 반응을 보이고 있으나, 전문성, 진실성, 유사성은 매우 부정적인 반응을 나타내고 있다. 그러므로 화장품 광고 모델 유형에 따른 모델 속성을 실증적으로 연구한다는 것이 다소 무리였다고 생각된다. 화장품은 감성적으로 선택되며 자기 관여도가 높은 제품이므로 광고하는 제품에 대한 지식·경험·능력을 가진 전문성이 연상되는 모델의 선정이 바람직하다고 본다. 그리고, 제품에 대한 어떤 편견도 없이 순수하게, 객관적으로 의견을 제시할 수 있는 진실성과 제품·소비자와 이미지가 일치하는 광고모델이 적합하다고 본다.

• 한국의류산업학회지
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• 제20권5호
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• pp.495-508
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• 2018

The purpose of this study is to analyze the effect of characteristics of advertising model on brand personality and the effect of brand personality on brand attitude; and analyze whether the characteristics of the advertising model have a direct effect on the brand attitude or indirectly through the brand personality. A survey was conducted from August 10, 2017 until August 31, 2017, and 400 respondents' survey results were analyzed. For data analysis, SPSS 23.0 was utilized to perform descriptive statistics, factor analysis, t-test, and regression analysis. As a result, five brand personality factors were derived, which are aesthetics, safety/expertise, sophistication, pro-environment, youth, respectively. For advertising model characteristics, seven factors were derived, which are credibility, visibility, attractiveness, expertise, similarity, likeability, and familiarity, respectively. This study investigated the relationship between characteristics of cosmetics advertising model, brand personality, and brand attitude. Brand personality does not play a mediating role between advertising model's characteristics and brand attitude. Advertising model's characteristics have a direct effect on the brand attitude. Consequently, Cosmetics companies should recognize the importance of the characteristics of advertising model and implement the marketing strategy by carefully selecting the advertising model so that consumers can relate the characteristics of advertisement model to the brand attitude which will ultimately lead to positive evaluation of the brand.

• 한국프랜차이즈경영연구
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• 제11권2호
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• pp.17-22
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• 2020

Purpose: As consumers have difficulty in brand choice due to excessive information, using brand popularity as an advertising cue (e.g., Sales No. 1, Hit Product) has been getting more attention as an effective curation strategy for decreasing consumers' cognitive efforts. Accordingly, recent studies empirically demonstrate that consumers tend to prefer and choose a brand with a popularity cue and offer a useful information regarding how to use a popularity cue in marketing communication. However, extant research has mainly focused on investigating the impact of "brand popularity in a domestic market" on consumer behaviors. Thus, little is known about the effect of "brand popularity in a foreign market" on local consumers' decision-making process. Given that domestic consumers tend to purchase imported products from overseas countries, it can be meaningful information for global companies. Therefore, this research derives and tests the five hypotheses to examine how local consumers respond to brand popularity in a foreign market as an advertising cue. Specifically, it tests the three hypotheses regarding the direct and indirect effects of brand popularity in a foreign market on risk perception and purchase intention. Then, it tests two additional hypotheses about moderating effects of psychic distance on the relationship between brand popularity and risk perception as well as on the relationship between brand popularity and purchase intention. Seventy participants are exposed to an advertisement for an Indian cosmetic brand using a popularity cue in Indian market and answer the questions about brand evaluation. For data analysis, regression analysis is employed. The findings of this research show that perceived brand popularity lowers local consumers' perceived risk with a foreign brand. However, perceived brand popularity does not have a direct impact on purchase intention while it has an indirect effect through perceived risk. Meanwhile, psychic distance moderates the effect of perceived brand popularity on perceived risk level, but it has no impact on the relationship between brand popularity and purchase intention. This research is one of the first studies that demonstrate the positive impact of brand popularity in a foreign market on a local consumer's purchase decision, and it shows the effect can be moderated by psychic distance.

• 한국콘텐츠학회논문지
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• 제14권6호
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• pp.328-338
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• 2014

최근 들어 우리나라의 음반시장과 광고시장에서 아이돌이 차지하는 비중은 지속적으로 증가하고 있다. 본 연구에서는 아이돌 팬들이 아이돌을 우상화하는 요인들을 살펴보았고, 이러한 요인들이 10대 팬과 20대팬 간 차이가 있는지를 분석하였다. 그리고 아이돌 우상화의 요인들이 아이돌 우상화를 매개로 하여 아이돌이 광고하는 상품의 구매의도에 영향을 미치는지를 분석하였다. 연구결과, 아이돌 팬들은 아이돌 가수들의 목소리가 좋고 공연무대에 매력을 느낄수록 아이돌을 우상화하는 경향이 있었고, 아이돌에 대한 주위의 평가와 아이돌의 노래, 춤, 화술 등 아이돌의 표현방법이 좋을수록 우상화하는 경향이 높았다. 한편 20대 팬들은 10대 팬들에 비해 아이돌의 표현방법이 좋을수록 아이돌을 우상화하는 경향이 더욱 높았다. 또한 팬들은 아이돌을 허구의 연애상대로 상상할 수 있을 때 더 우상화 하는 것으로 나타났고, 아이돌 우상화의 요인들은 아이돌 광고상품 구매의도에 직, 간접적으로 영향을 미치는 것으로 밝혀졌다.

• 디자인학연구
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• 제16권3호
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• pp.211-220
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• 2003

본 연구는 우리나라 광고 크리에이티브 직무 종사자들의 직급별 스트레스 유형 차이에 관한 실태를 연구하기 위해 실시하였다. 광고 크리에이티브는 광고대행사내의 핵심적인 부문임에도 불구하고 아직까지 그들에 대한 연구는 많지 않았다. 본 연구는 이러한 관점에서 우선 그들이 업무를 수행하는 과정에서 일어날 수 있는 직급별 스트레스에 관련된 연구를 중심으로 고찰하였다. 본 연구를 통해 나타난 결과를 요약하면 다음과 같다. 모든 광고 크리에이티브 직군들이 가장 높게 느끼는 스트레스 유형은 광고주에 대한 스트레스였다. 스트레스 세부 항목 중의 상위 5개 항목의 평균에서 부국장 국장급의 스트레스가 가장 높았고, 그 다음 순으로는 사원 대리급, 차장 부장급의 순으로 나타났다. 부국장 국장급의 특이점은 스스로에 대한 스트레스가 높게 나타나는 점이었다. 차장 부장 급에서는 주말 휴일 근무로 인한 가족불평의 지수가 상대적으로 높게 나타난 점이 달랐다. 사원 대리급에서는 타 직급에 비해 많은 업무량에 대한 스트레스 지수가 높았다. 프레젠테이션 등의 상황적 변인으로 인한 스트레스는 부국장 국장급에서 타 직급보다 높게 받는 것으로 나타났다. 광고 크리에이티브 업무 종사자들의 스트레스에 관련된 여러 가지 정황이 있을 수 있다. 그러나 본 연구에서는 그 중에서도 그들의 직급에 따른 내부적 스트레스 구조를 부분적이나마 밝히게 되었다. 이러한 직급의 구조로 인한 스트레스는 대부분 바로 해소시킬 수 없는 것들이어서 장시간에 걸쳐 형성되면 그것은 크든 작든 조직전체에 영향을 미치게 된다. 향후 연구에서는 이러한 직급별로 다르게 나타날 수 있는 스트레스 원인 규명 외에도 합리적이고 체계적인 연구를 계속하여야 한다. 성공적인 크리에이티브는 광고대행사의 조직적인 시스템에서 나오는 것이지만, 그 조직이란 결국 크리에이티브 직군들 개개인의 노력과 자질로 이루어지기 때문이다.

• 디자인학연구
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• 제17권4호
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• pp.259-268
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• 2004

요즘은 브랜드전쟁의 시대라고 한다. 정보와 기술발달에 의한 21세기 시장환경 하에서 기업간 경쟁요소와 소비자의 선택기준이 변화함에 따라 브랜드자산은 기업의 가치를 결정하는 중요한 요소로 등장하게 되었다. 소비자의 머릿속에 브랜드의 변별력을 제고하는 방법으로써 TV광고를 통한 브랜드광고에서의 캐릭터 사용은 일반적이고 유용한 방법으로 오래전부터 활용되어 왔다. 마케팅차원에서 브랜드의 인지도를 높이는 수단으로서 캐릭터의 역할과 가능성을 좀더 상세히 알아보고 미국 광고대행사인 FCB사의 그리드 모델을 통해 TV광고에서의 카테고리별 캐릭터 사용패턴과 관여도와의 상관관계를 분석해 보았다. 또한 캐릭터 사용소재별 분석, 그리고 표현양식에 따른 분석을 통해 최근의 카테고리별 캐릭터 사용태도와 기법 등을 조사하였다.

• 유통과학연구
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• 제20권3호
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• pp.13-22
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• 2022

Purpose: Thisstudy aims to measure the attitudes of Generation Z in Jakarta towards advertisements containingCOVID-19 information. Research design, data and methodology: This study is a quantitative method with partial least square structural equation modeling (PLS-SEM) with SMART PLS as an analytical tool. The sample size is 216 participants was obtained randomly through a questionnaire distributed online. This study consisted of exogenous variables (advertising content, value, irritation, and economic benefits), endogenous variables (attitudes towards advertising), and some moderating roles. Results: The results of thi study explain that this generation's attitude towards advertising is affected by the content and value aspects embedded in advertisements. Value can be formed from creativity in making advertising content as interesting and informative as possible. Interestingly, this study also found that the irritation aspect and economic benefits had no effect on the audience's attitude towards the advertisement. Neither the irritating aspect of advertising nor the economic value that is formed acts as a moderator of the content and the value of the ad. Conclusions: The ongoing pandemic and periodic adjustments to government policies regarding COVID-19, these results can be compared with other advertisements for future studies, especially those using the same variables as this study.

• 한국경영과학회지
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• 제39권1호
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• pp.29-48
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• 2014

The recent keyword advertising does not reflect the individual customer searching pattern because it is focused on each keyword at the aggregate level. The purpose of this research is to observe processes of customer searching patterns. To be specific, individual deal-proneness is mainly concerned. This study incorporates location as a control variable. This paper examines the relationship between customers' searching patterns and probability of purchase. A customer searching session, which is the collection of sequence of keyword queries, is utilized as the unit of analysis. The degree of deal-proneness is measured using customer behavior which is revealed by customer searching keywords in the session. Deal-proneness measuring function calculates the discount of deal prone keyword leverage in accordance with customer searching order. Location searching specificity function is also calculated by the same logic. The analyzed data is narrowed down to the customer query session which has more than two keyword queries. The number of the data is 218,305 by session, which is derived from Internet advertising agency's (COMAS) advertisement managing data and the travel business advertisement revenue data from advertiser's. As a research result, there are three types of the deal-prone customer. At first, there is an unconditional active deal-proneness customer. It is the customer who has lower deal-proneness which means that he/she utilizes deal-prone keywords in the last phase. He/she starts searching a keyword like general ones and then finally purchased appropriate products by utilizing deal-prone keywords in the last time. Those two types of customers have the similar rates of purchase. However, the last type of the customer has middle deal-proneness; who utilizes deal-prone keywords in the middle of the process. This type of a customer closely gets into the information by employing deal-prone keywords but he/she could not find out appropriate alternative then would modify other keywords to look for other alternatives. That is the reason why the purchase probability in this case would be decreased Also, this research confirmed that there is a loyalty effect using location searching specificity. The customer who has higher trip loyalty for specificity location responds to selected promotion rather than general promotion. So, this customer has a lower probability to purchase.

• International Journal of Human Ecology
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• 제16권2호
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• pp.11-20
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• 2015

The purpose of this study was to examine the effects of the construal level and temporal distance of a message and consumer's Social Network Service (SNS) self-efficacy on consumers' attitudes toward SNS fashion advertising. This study employed a 2 (message configuration: high construal level/low construal level) ${\times}$ 2 (temporal distance: distant future/near future) ${\times}$ 2 (SNS self-efficacy: high/low) between-subject factorial design. The survey was conducted on Facebook users in their twenties (N=216). The results are as follows: First, attitude toward SNS fashion advertising and purchase intention was higher when the message construal level was lower and when the temporal distance was closer. Second, no interactions between temporal distance and message construal level for attitude toward SNS advertising and purchase intention were found in this study. However, interactions between temporal distance and SNS self-efficacy for attitude toward SNS advertising and purchase intention were found. When the SNS self-efficacy was high, message with the low construal level reacted significantly positive in terms of attitude toward the ad as well as purchase intention. It is expected that this study will provide insight for apparel makers or retailers to use SNS as a new advertising media for fashion marketing. Practical implications and limitations are discussed.