• Journal of Digital Convergence
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• v.12 no.12
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• pp.491-506
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• 2014

The purpose of this study is to examine the effect of expected perspective on the role of genre and attitude toward utilizing genre in broadcast ad on the liking of broadcast ad genre as appeal types of creativity. The results show that there is a significant correlation between macro-environmental expected perspective(MEEP) on the role of genre and a negative attitude toward utilizing genre in broadcast ad. A significant correlation between micro-practical expected perspective(MPEP) and a positive attitude was also found. Consumers with an integrated-situational expected perspective(ISEP) show a more significant relationship with the dual attitude. Consumes with a MPEP have a stronger liking on comparative ad and sex appeal ad, and consumers with an ISEP show a median liking. Consumers with positive attitude have a stronger liking on comparative ad and sex appeal ad, and consumers with a dual attitude show a median liking that is between the positive attitude-based consumers' and negative attitude-based consumers'.