• 복식
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• 제66권8호
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• pp.1-13
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• 2016

The purpose of this study was to analyze the effects of comparative advertisement brand typicality and need for recognition in outdoor apparel market. This study was created with a mixed factorial design of 2 (Advertisement types: Comparative advertisement vs. General advertisement) X 2(Brand Typicality: High Brand vs. Low Brand) X 2 (Need for Cognition: High vs. Low). The results of this study are as follows: First, it was shown that comparative advertisement had a greater positive influence on attitudes toward advertising intentions in comparison to general advertisements. Second, while comparative advertisement was more effective than general advertisement for outdoor apparel brands with low typicality. Third, consumers with higher need for cognition showed a preferred attitude toward advertising intention when met with comparative advertising in contrast to general advertisement. Fourth, when consumers with higher needs for cognition were exposed to advertisement for brands of lower typicality, there was higher positive influence on the attitudes toward advertisement intention with comparative advertisement in comparison to general advertisement. This means the comparative advertisement may be effective for the new garment brand or the garment brands having low typicality to secure the cognition quickly from the consumers having high need for cognition.

• 한국의류학회지
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• 제30권9_10호
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• pp.1455-1463
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• 2006

The purpose of this study was to examine the advertisement effects of mobile fashion advertisements, specifically focusing on how the mobile fashion advertisement effects work according to advertisement types and categories. Two hundred female college students participated in this study. For data analysis, descriptive statistics, factor analysis, and t-test were used for this study. As the results, first, advertisement attitudes were classed into three factors such as cognitive factor emotional factor, and behavioral factor. Second, regarding the effect of advertisement types, pull advertisement type had higher advertisement attitudes, and higher purchasing intention than push advertisement type. There was not significant in brand attitudes between pull advertisement and push advertisement. Third, for the effects of advertisement categories, clothing advertisement had higher cognitive factor and behavioral factor, and higher purchasing intention than accessory advertisement. There were not significant in emotional factor and brand attitude between clothing and accessory advertisements. Based on these results, M-commerce fashion advertisement marketing strategies would be suggested.

• 패션비즈니스
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• 제9권4호
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• pp.161-169
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• 2005

The purpose of this study was to examine effectiveness of congruence between brand image and advertisement model on fashion advertisement effect. 206 female college students were surveyed for this study. For this study, three hypothesis were set up as follows: First, if fashion brand image and advertisement model image are in congruence, consumers' product preference would be higher, compared to in disharmony. Second, if fashion brand image and advertisement model image are in congruence, consumers' advertisement attitudes would be higher, compared to in disharmony. Third, if fashion brand image and advertisement model image are in congruence, consumers' purchasing intention would be higher, compared to in disharmony. As the results, three all hypothesis were accepted. Based on these results, fashion marketing strategies regarding advertisement would be suggested.

• 가정과삶의질연구
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• 제9권1호통권17호
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• pp.187-202
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• 1991

The purpose of this study is to analyze what attitude housewives hove to the TV advertisement and how their purchasing behavior is proceeding by information acquisition. Questionaire survey method was used in this research. The sample was taken from 437 housewives living is Seoul, form 4th of Feb. to 13th of Feb, in 1991. Used statistical methods were Frequency, Percentage, Crosstabs, One-way Anova, Duncan-test, and Regression Analysis. The major findings are summarized as follows : 1) The attitude to the TV advertisement according to the socio-demographic variables : TV advertisement seeing and hearing, the necessity of TV advertisement, and the attitude to the new advertisement are all found significant difference by age and education. The feeling to the false of TV advertisement is found significant difference by age, education, and income. 2) The purchasing behavior with TV advertisement information is most influenced by utilization of TV advertisement for all four goods(home medicine, milk product, detergent, durable goods). 3) The interest to the TV advertisement according to the TV advertisement information acquired: The degree to the utilization of TV advertisement and the necessity of TV advertisement when they buy goods were most influenced by conversation about the TV advertisement. 4) The purchasing behavior to the TV advertisement information acquired : The degree of influence was more affected by conversation about the TV advertisement for four goods, The degree of confidence was influenced by conversation about the TV advertisement for four goods. The degree of confidence was influenced by conversation about the TV advertisement for house medicine and detergent. The degree of satisfaction was not significant for all four goods, and the comparative appraisement was influenced by conversation about the TV advertisement for detergent and durable goods.

• Asia Marketing Journal
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• 제18권1호
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• pp.37-53
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• 2016

The purpose of this study is to show that the effectiveness of utilitarian versus hedonic attributefocused advertisement on product evaluation depends on the arousal level of positive emotion, and to explore mediation effect of cognitive response to utilitarian attribute-focused advertisement and affective response to hedonic attribute-focused advertisement on the effectiveness of utilitarian versus hedonic attribute-focused advertisement. This research employs a 2 (arousal level: mild vs. elevated) × 2 (advertisement type: utilitarian vs. hedonic) between-subjects design, and 200 undergraduate students participate in the experiment, in which there are 50 students at each experimental group. The results of ANCOVA with positive emotion level as a covariate on advertised product evaluation show significant interaction effect of arousal level and advertisement type, and no effect of positive emotional level. Both of the mediation effects of the cognitive response and those of the affective response are significant. Participants under mild (elevated) arousal of positive emotion more positively evaluate the product in utilitarian (hedonic) attribute-focused advertisement. The positive effect of utilitarian (hedonic) attributefocused advertisement on product evaluation is partially mediated by cognitive (affective) response to the advertisement when consumers are under the mild (elevated) arousal of positive emotion. The results of this study show that advertisers should use utilitarian (hedonic) attribute-focused advertisement to consumers under the mild (elevated) arousal of ambient positive emotion, which should be searched by exploring what kind of event they have experienced.

• 경영과정보연구
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• 제19권
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• pp.17-48
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• 2006

While the existing research took approach method that uniformly divided the cultural difference between specific countries into individualism - collectivism in the dimension of comparative culture, this research defines the cultural sense of value of domestic university students and company employees in accordance with horizontalism-verticalism pattern within it to corroboratively define the diverse effects of advertisements of standardization and localization of global enterprises. Researching the difference of cultural sense of value owing to this generation of Korean university students and company employees, Korean university students showed prominent propensity of vertical-individualism value and company employees, propensity of horizontal-collectivism value. Researching comparatively the effect of advertisements for standardization and localization of global enterprises in connection with Korean university students and company employees, it turned out Korean university students prominently prefer localization advertisement in the TV advertisement of global enterprises and company employees, standardization advertisement. Especially, the difference between standardization advertisement and localization advertisement of university students and company employees was very remarkable in trademark attitude and advertisement information rather than advertisement attitude. With respect to model appearing in the advertisement, it turned out university students prefer localization advertisement where domestic models appear and company employees prefer standardization advertisement where foreign models appear.

• 디자인학연구
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• 제15권4호
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• pp.201-214
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• 2002

한국적 광고에 대한 논의는 1980년대 이후 어느 정도의 성과를 이룬 것도 사실이나 다른 분야에 비해 지속적인 연구의 성과는 크지 않은 편이다. 한국적 문화가 점차 사라져가고 있는 현재 한국적 문화를 검토하고 이를 표현한 한국적 광고를 연구하는 본고는 이러한 면에서 의의를 갖는다고 할 수 있다. 본고는 이제까지 논의에서 소외되어온 소비자를 중시하여 신문에 게재된 휴대폰 광고를 중심으로 한국적 광고의 소구요소와 소비자의 태도를 고찰하였다. 이를 위해 먼저 한국적 광고에 대한 명확한 개념을 정의하였고 소비자의 태도와 그 변화를 확인하고자 설문을 실시하였다. 설문의 결과 한국적 광고에 대한 태도가 연령층에 관계없이 우호적인 것으로 드러났으나 연령이 낮을수록 한국적 광고에 대한 우호의 정도가 낮았으며 비한국적 요소에 대해 관대한 것으로 드러났다 또한 연령층에 따라 소구의 요소가 다르게 나타나며 한국적 정서에 의한 소구가 더욱 효과적임을 확인하였다. 이러한 결과는 한국적 광고에 대한 관심과 광고대상에 따른 차별화된 광고전략의 필요성을 증명해주는 것이라고 할 수 있다.

• 한국의류학회지
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• 제32권7호
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• pp.1082-1094
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• 2008

The present study analyzed the differences of advertisement design, expression method, and appeal types in the men's fashion product advertisement from men's magazines between 1996 and 2006, according to the year, season, and the type of the magazine. The magazines chosen for the analysis were Korean Esquire, GQ, and Shin-dong-a. 2058 advertisement out of 88 sample magazines were chosen and analyzed by frequency, and chi-square using SPSS statistic package. The results of the study were as follows. First of all, there were more advertisements without copy, and even when the copy was used, it was used as a headline only. Secondly the poster style layout was used more frequently than other layouts, and one male model wearing the product was the most popular. Thirdly the types of appeal in advertisement, sensuous appeal was most frequently used. The results of the study showed that there is little advertisement differentiation in men's fashion product advertisement. Therefore in order to draw consumer's attention. various and unique advertisement design should be implemented.

• 패션비즈니스
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• 제14권1호
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• pp.76-85
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• 2010

The purpose of this study was to investigate the relationships among advertisement attitudes, brand attitudes, and purchasing intention in wedding dress Internet advertisement, using SEM (Structure Equation Modeling). Two hundred two unmarried women participated in this study. For this study, banner advertisement stimuli was developed. Descriptive statistics, factor analysis, AMOS were used for data analysis. The results are as follows: First, advertisement attitudes affected positively brand attitudes. Second, brand attitudes influenced positively purchase intention. Finally, advertisement attitudes affected positively purchase intention. It appears that advertisement attitudes influenced purchase intention directly or indirectly via brand attitudes. Based on these results, fashion advertisement promotion marketing strategies would provide for wedding dress marketers.

• 대한가정학회지
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• 제43권6호
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• pp.37-46
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• 2005

Advertising is the most powerful marketing communication tool. Fashion magazines are a popular media for fashion advertising because of their multi-color visual printing. In this study, the interest in and attitude toward fashion advertising were investigated with high school girls in Seoul, along with their interrelation with buying experience and post-purchase satisfaction. The consciousness of the endorser and the fashion of celebrities both increased with rising interest in fashion advertisement. However, the brand orientation showed no relationship with the interest in fashion advertisement. The interest in fashion advertisement was useful to explain buying experience with limited variance. The correlation between brand orientation and buying experience increased with rising interest in fashion advertisement, indicating that those with little interest in fashion advertisement showed strong dependence on brand loyalty. Those with more interest in fashion advertisement counted distinctive aspects of fashion advertisement more seriously. Affective aspects of fashion advertisement showed a correlation with buying experience and post-purchase satisfaction.