DAU Library

학위논문 동서

광고소구 유형별 커뮤니케이션 효과에 관한 연구

강필근

부산: 동아대학교 1994. -

60장: 삽도; 27cm. -

학위논문(석사)- 동아대학교 대학원 경영학과 `95년2월

영문초록 : The purpose of this study is to analyse the differences of communication effects classified by the types of advertising appeals. There are two broad types of advertising appeals in this study: emotional and rational appeals. Other types of appeals may fall into one of these two broad categories. Also, the communication effects in this study is affective response, attention or recognition, attitude toward advertising, attitude toward brand, purchase intention. This study was built five hypotheses as follows. 1. There is difference in the affective response between emotional appeal and rational appeal. 2. There is difference in the recognition between emotional appeal and rational appeal. 3. There is difference in the advertising attitude between emotional appeal and rational appeal. 4. There is difference in the brand attitude between emotional appeal and rational appeal. 5. There is difference in the purchase attention between emotional appeal and rational appeal. Passed through experimental research, T-test and paired comparison T-test was used for analyse hypotheses above, after the Cronbach coefficient alpha was used for reliability test. The results of this study are as follows. First, in case of affective response on advertising, there was no difference in group A, but there was significant difference in group B. Second, in case of recognition, there was difference in low involvement product of group A and all advertising of group B, but there wasn't any difference in high invilvement product of group A. Third, in case of attitude toward advertising, there was no difference in high involvement product of group A and E;, and significant difference in low involvement product of group A and B. Fourth, in case of attitude toward brand, there was difference in low involvement product of group A, but there was no difference in others. Final, the results related with purchase intention was showed no differences in all cases.

바로가기