유머광고의 효과에 관한 연구: 개인적 상품관여도의 매개역할을 중심으로

목차 (Table of Contents)

• 1. 서론
• 2. 문헌연구
• 1) 유머유형
• 2) 유머를 인지하는 수준
• 3) 인구통계학적 및 사회심리학적 요인
• 4) 프로그램 컨텍스트
• 5) 관여도 및 유사개념(인지욕구, 상품관련성 등)
• 6) 기타
• 3. 이론적 배경 및 가설설정
• 1) 개인적 상품관여도의 역할
• 2) 광고반응 변인들에 대한 유머 소구의 효과
• 4. 연구 방법
• 1) 사전 조사
• 2) 본 실험
• 5. 결과분석
• 6. 결론 및 함의
• 참고문헌
• 영문초록

참고문헌 (Reference)

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3 구승회, "유머, 비유머 광고의 효과에 관한 연구:수용자의 브랜드 호감도 차이의 영향을 중심으로" 11 (11): 2000

4 곽원섭, "상품에 대한 관여가 광고의 설득에 미치는 영향:정보처리적 관점" 성균관대학교 대학원 1988

5 전정희, "비교 광고의 유머 소구 효과에 관한 연구" 건국대학교 언론홍보 대학원 2000

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