• Journal of the Korean Society of Clothing and Textiles
• /
• v.26 no.8
• /
• pp.1196-1204
• /
• 2002

This research was to see if the fashion product ads are standardized or differentiated, and to find what were the determinants if any differentiation existed. The purpose of this study was to identify cultural characteristics significant on marketing fashion produce. In addition, the relative importance of product appeals between rational and emotional in the fashion ads was examined. Hofstede's(l991) three cultural characteristics dimensions such as individualism-collectivism, power distance, masculinity-femininity were used. Content analysis was applied in the study. Magazine ads of apparel, cosmetics and accessories were collected from France, Japan, Korea and the US in 1999-2000. Cultural characteristics of the fashion ads were evaluated and compared in terms of country, product type and product involvement. Also ten consumption appeals were examined for county and product type. ANOVA, Duncan test and $X^2$ test were applied to analyze data. The results were shown as follows: First, all the cultural characteristics such as individualism-collectivism, power distance, and femininity-masculinity were different among countries. Second, two product appeals were significantly different among countries. Hedonic appeals were dominant fur France and the US while those were not for Korea and Japan. Third, product involvement level had significant impact on power distance characteristic and product appeals. Ads of high involvement fashion goods showed larger power distance and more emotional appeals. In conclusion, global fashion ads should be differentiated in terms of some cultural characteristics and product appeals.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.26 no.3_4
• /
• pp.492-502
• /
• 2002

The purpose of this study was to investigate the advertising appeals and consumption values expressed on cosmetic advertisements in Adolescent's magazines from 1973 to 2000. The data for longitudinal content analysis were collected from Adolescent's magazine : Junior Joongang(1973.3∼1985.12), Highteen(1986.1∼1994.9), Cci(1994.l0∼2000.12). Collected data was consisted of 542 advertisements. 1. The product categories in cosmetics advertisements, the major were Base Make-up in the past but the number of Color Make-up, Functional Make-up, and Hair-related Products had increased in 1990s. Also, there were more increasing number of imported products than domestics. 2. The trend of appeals showed change according to time and society. Overall, a great many of cosmetic advertisements had emotional approach. Before the middle of the 1980's emotional approach had decreased, and mixed(rational and emotional) approach were dominated in 1990s. 3. The major consumption values in cosmetics advertisements were effective value. Especially, it had increased from 1990s. And esthetic value was dominated in the middle of the 1970s.

• Journal of Digital Convergence
• /
• v.17 no.11
• /
• pp.97-104
• /
• 2019

Consumers possess their own psychological distance towards products. Based on the construal-level theory, this study aims to analyze which type of advertising appeal is more effective according to psychological distance. Also this study conducts neurophysiology experiment through eye-tracker. By using eye-tracking methods, participants' responses to products was measured and analyzed accordingly. Results revealed that consumers prefer rational appeals when the psychological distance is perceived near, while emotional appeals are preferred when the psychological distance is perceived far. In addition, eye movements measured in Visit Count(VC), Fixation Count(FC), and Total Fixation Duration(TFD) showed significant difference when participants are viewing preferred and non-preferred appeals.

• The Journal of the Korea Contents Association
• /
• v.16 no.4
• /
• pp.705-717
• /
• 2016

The objective of this study is to find out whether policy acceptance(attitude formation and intention of action) is affected by the message appeals(rational vs. emotional) when policy PR messages emphasize prosociality, and by various factors such as trust in government, involvement, and demographic factors as moderating variables. Although message appeals does not show any difference by itself, interaction effect is observed between trust in government and message appeals; the rational appeal is more effective to those with low trust in government while the emotional appeal is more effective to those with high trust. No other interaction effect is founded but involvement, gender, and age group show important main effect in policy acceptance; high-involvement group and female group are more favorable in attitude toward prosocial policy and behavior intention compare to the each of counterparts, whereas older group is more favorable in behavior intention.

• Journal of the Korean Society of Costume
• /
• v.66 no.5
• /
• pp.49-65
• /
• 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.

• Culinary science and hospitality research
• /
• v.22 no.1
• /
• pp.9-18
• /
• 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.

• Journal of the Korean Society of Costume
• /
• v.32
• /
• pp.69-82
• /
• 1997

The purpose of this study was to investgate the social meaning and consumption values expressed on apparel advertisements In Teena-ger's magazines from 1976 to 1996. The results of this study were as follows. 1. As the number of the model in apparel advertisements was more than two people it was closely related to conformity and peer ac-ceptance of adolecent's developmental task. Also There were increasing number of foreign models and attractive and famous signers and talents. 2. The trend of appeals showed changing time and society. Since 1990 post-modern ap-proach has increased whereas rational and emotional approach were dominated in 1970s and 1980s. 3, The major consumption values in apparel advertisements were social value emotional value. From 1990 there were variety in consumption values related to adolescent's ap-parel advertisements. This results represented the possibility that apparel advertisements in adolescent's maga-zines not only mirror but mold change of con-sumption values and life style in adolescent. Especially to understand and predict the new generation in Korea educators and practi-tioners in Junior Fashion Market must try to study the current adolescent's life style and consumption values systematically.

• Journal of Distribution Science
• /
• v.19 no.8
• /
• pp.81-89
• /
• 2021

Purpose: Traditional charity retail needs to change its communication in the online environment. This article examines the effectiveness of communication by online charity organizations in terms of the type of messages being delivered. Research design, data and methodology: Study 1 based on a sample of 120 Korean adults, we investigated whether charity asking messages for domestic people, compared to those for foreign people, prompt more favorable evaluations when framed with low (vs. high) construal levels. In Study 2, with 120 Korean adults sample, we tested whether emotional message appeals prompt a more favorable response than rational messages when framed in a socially close. Results: According to the result of Study 1, for the domestic recipients, donation messages situated in the near, compared to the distant, future induced more favorable reactions from potential donors. Moreover, in Study 2, emotional (vs. rational) message appeals generated more positive donation intentions when they were framed in the socially close situation. Conclusions: This research contributes that differing consumer construal have important implications for how marketing communication might best gain charitable support. This suggests that marketers who design a donation message should consider message's appeal and type to activate the potential donors' willingness to participate in the campaign.

• Journal of Fashion Business
• /
• v.16 no.5
• /
• pp.130-145
• /
• 2012

The purpose of this study is to investigate the influence of cause-related marketing on consumer attitude for fashion brand in terms of brand familiarity, consumer's propensity for data processing and types of advertising. The design of this study is comprised of 2(brand familiarity : high vs low)${\times}$ 2(consumer's propensity for data processing : high vs low), designed with three mixed elements. The subjects of this study are 308 male and females in twenties or thirties from the area of Seoul, Kyunggi, Busan and Daegu. Data analysis is carried out through T-test, and ANOVA. The results of this study are as follows. First, when fashion brand pursues cause-related marketing, brand familiarity, consumer's propensity for data processing and types of advertising have statistically interaction effect on consumer's preference. Second, rational appeals in advertising have no significant interaction effect on consumer's preference in terms of brand familiarity. Rational appeals are preferred to Emotional appeals in both familiar and unfamiliar brand. Third, when fashion brand pursue cause-related marketing, brand familiarity, consumer's propensity for data processing, and the types of advertising have no significant interaction effect on consumer's preference.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.19 no.1
• /
• pp.3-12
• /
• 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.