• 한국의류학회지
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• 제46권3호
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• pp.513-529
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• 2022

Based on the stimulus-organism-response model, this study investigated the effects of three types of green performance appeals (i.e., before-, after-, and before/after-appeals) on consumer word of mouth (WOM) mediated by anticipatory hope. As the degree of consumer susceptibility to advertising varies by individual, individual perceived consumer effectiveness (PCE) was examined as a moderated mediating variable. A total of 191 responses were analyzed using SPSS 27.0 for analysis of variance and PROCESS procedure. Results showed the mediating role of anticipatory hope between advertising appeals and WOM: participants reported greater anticipatory hope when they viewed the advertisement with after- and before/after-appeals. This mediation was moderated by participants' PCE. The effect of green performance appeals on WOM was mediated by participants' anticipatory hope when their PCE was low; however, when participants' PCE was high, the mediation was not significant. The findings show that advertising appeals highlighting the effectiveness of green performance can attract consumers who do not believe that product consumption affects a sustainable environment and spread WOM. This research provides insights to fashion brands by suggesting effective green advertising strategies that can increase consumers' voluntary information-sharing behavior.

• 복식
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• 제50권7호
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• pp.59-74
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• 2000

The purposes of this study were to analyse the written clothing described in the magazine (Yea-Won) and then to review the characteristics of advertising and trends of fashion in Korea for last 10 years of 1955-1965 with a new approach to classify the images of fashion. The results of this study were as follows : 1. The characteristics of fashion advertising during this period indicated design appeals, pragmatic appeals, and image appeals. It also represented intermediate status of modern advertising and publication. 2. The trends of fashion market segmentation could be divided into four types: Fashion which considered seasons and time-place-occasion/ Fashion considered ages, occupations, and body conditions/ Fashion focused on materials/ Fashion with enlightenment, 3. The most frequently used colors were black. navy blue, white, and gray, however, it showed varieties from late 1964. Fashion materials used in clothing were kinds of wools, cottons, synthetic and combined materials. 4. Image appeals of fashion trends could be classified as Active-Country and Romantic-Elegance images.

• International Journal of Internet, Broadcasting and Communication
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• 제16권2호
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• pp.185-192
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• 2024

Both message appeals and individual characteristics can influence the effectiveness of sustainable product promotions. Applying the agency-communion orientation to the advertising message research context, this study examined the interplay between message appeals and agency-communication orientations in impacting purchase intentions. The findings from a 2 (message appeal: self-interest vs. public-interest message) × 2 (motivational orientation: agency vs. communion) experiment revealed a communion-over-agency effect on consumer purchasing decisions for public-interest message appeals. In the self-interest message condition, we found no statistically significant difference in impact between agency and communion on purchase intentions. In short, we contribute to advertising effectiveness research by showing that agency-communion orientations moderate the effect of message appeals. We also explain the practical implications of these findings for effective sustainable communication in advertisements based on individuals' motivational orientations.

• 한국의류학회지
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• 제47권4호
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• pp.760-777
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• 2023

Fashion brands seek guidelines for effective green advertising messages, considering benefit appeals, brand types, and construal level. However, few studies have explored their simultaneous interplay. Thus, the present study conducted an experiment with a 2X2X2 between-subjects design to investigate how brand type and construal level moderate the mediating role of ad-brand congruency between benefit appeals and purchase intention. A total of 245 Millennials and Generation Z participants completed an online survey, and the data were analyzed using SPSS. A significant three-way interaction was revealed. Low-construal-level messages with concrete content showed disparities between aspirational and accessible brands concerning other-benefit appeals: Accessible brands utilizing other-benefit appeals demonstrated higher ad-brand congruency, while aspirational brands had lower ad-brand congruency. Furthermore, within aspirational brands, self-benefit appeals resulted in higher ad-brand congruency than other-benefit appeals. Finally, a moderated mediating effect was discovered, indicating that brand types and construal level moderated the mediating effect of ad-brand congruency between benefit appeals and purchase intention. The mediating effect was prominent in the context of self-benefit appeals, aspirational brands, and low-construal-level messages. This study highlights the intricate dynamics of the three factors in green advertising, providing valuable insights for crafting more targeted green advertisements.

• 커뮤니케이션학 연구
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• 제18권4호
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• pp.31-50
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• 2010

이 연구는 어린이 광고에 내재된 설득전략을 기호학적 시각에서 해독(decoding)해보고자 하는 시도이다. 현대사회에서 광고가 소비생활에 미치는 막대한 영향력을 고려할 때, 국내에서 어린이 광고에 대한 '비판적 연구(critical studies)'는 매우 부족한 것이 현실이다. 이는 많은 선진국들이 '어린이 광고'가 어린이 소비가치관 및 소비생활에 미치는 유해성이나 부정적 영향에 대하여 장기간 연구하고, 그 결과를 어린이 광고 정책과 비평의 틀로 활용하는 것과 매우 대조적인 현실이다. 이 연구는 사회적 '의사소통 도구'로서 그리고 미디어 산업의 생태학적 부분으로서 '어린이 광고'의 중요성을 인식하고, 어린이를 광고의 '수동적 수용자'로 단정하지 않고, '능동적·비판적 수용자'로서 능력을 배양하기 위한 기초자료와 비판적 담론을 구축해보는 데 그 목적이 있다. 이 연구에서는 이러한 목적을 달성하기 위하여 어린이 광고를 수집하여 '표현기법(화용적 양태)'과 광고에 내재된 설득 '소구점(appeals)'과 '전제(premises),' 소비문화적 '이데올로기(ideology)'를 분석함으로써 궁극적으로 광고주의 의도된 정교한 설득전략을 해독해 보고자 하였다. 특히 기호학적 접근을 통하여, 어린이 광고에서 소비 기호들의 화용적 체계와 의미전달 체계 그리고 그 이데올로기가 '어떻게' 생성, 유지, 강화되며, 어린이를 향한 '전략적인' 구매 설득 수단으로 이용되는가를 살펴보는데 연구의 주안점을 두었다.

• 한국의류학회지
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• 제19권1호
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• pp.3-12
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• 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.

• 커뮤니케이션학 연구
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• 제20권2호
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• pp.105-132
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• 2012

이 연구는 한국 대학의 입시광고를 수집한 후, 기호학적 분석을 통하여 입시광고 속에 나타난 설득전략들을 탐색해보는데 연구의 초점을 두고 있다. 대학의 입시광고는 광고주인 대학이 설득 타깃인 수험생 및 학부모를 대상으로 '왜 우리 대학을 선택해야 하는가'에 대한 다양한 명분과 실리를 제시하게 되는데, 이 사회적 소통과정에는 메시지의 수용자가 이상적으로 생각하고 있는 대학의 상징적 의미체계가 설득적 전제로 활용되고 있다. 즉 대학의 입시광고는 광고주(廣告主)로서 대학이 '대학은 이런 모습이어야 하며 이런 기능과 역할을 수행할 수 있어야 한다'는 시대적·사회적 요구를 반영하여 '수험생과 학부모'의 선택을 유도하는 '전략적·설득적 텍스트'이다. 광고의 정교한 설득 전략은 광고 대상과 연관된 다양한 사회문화적 전제를 조사하고 각 전제를 가장 효과적으로 표현할 수 있는 소구점을 선별하여 사용하게 되는데 이 제반 과정을 통제하고 지배하는 기저구조는 그 사회의 소비문화적 이데올로기라고 할 수 있다. 따라서 대학의 입시광고에는 대학의 고객인 수험생 및 학부모가 추구하고 '소비'하고자 하는 대학의 소비문화적 가치체계와 이데올로기가 내재되어 있다고 할 수 있다. 이 연구에서는 대학의 입시광고[記號]를 수집하여 기호학적 분석틀을 적용하여 '광고에 투영된 한국대학의 소비문화적 가치체계와 사회문화적 이데올로기'를 분석해보고자 하였다.

• 한국콘텐츠학회논문지
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• 제19권2호
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• pp.379-392
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• 2019

공익광고는 공중의 이익 증대를 목적으로 집행되는 설득커뮤니케이션 활동의 한 형태이다. 공익광고의 효과를 제고하기 위해서는 공중의 긍정적인 태도나 적극적인 행동 변화를 실질적으로 유발할 수 있는 광고전략이 구체화 되어야 한다. 중국은 급격한 사회 변화로 인해 발생한 문제들을 해결하고자 공익광고를 적극적으로 집행하고자 노력하고 있지만 창작에 대한 정부의 통제가 효과 제고에 걸림돌로 작용하고 있다. 따라서 본 연구는 중국 공익광고에 나타나는 커뮤니케이션 전략으로써의 소구방식을 살펴보고 설득 효과를 높이는 방안을 고찰해보고자 했다. 2016년 황하상 수상작 공익광고 포스터 중 공포소구를 활용한 33편을 대상으로 공포소구의 시각적 표현방법을 분석함으로써 효과적인 표현 전략을 구체화하고자 했다. 분석 결과 안전운전과 금연캠페인에서 공포소구가 가장 빈번하게 활용되는 것으로 나타났다. 또한 검정과 흰색이 주로 사용되었으며 메인비주얼 표현방법은 '사실적' 형식, '사실적 구상' 형태, '사진' 유형, '암시연상' 및 '과장된 표현'이 주로 사용되었다. 본 연구는 중국 공익광고의 제고를 위한 이론적, 실증적 정보를 제공한다는데 의의가 있다.

• 패션비즈니스
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• 제16권5호
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• pp.130-145
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• 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.

• 한국의류학회지
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• 제26권3_4호
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• pp.492-502
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• 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.