성적 소구의 인터넷 배너 광고 효과: 남여 성차를 중심으로 = Advertising Effects of Sexual Banner Advertising on Internet.

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate the advertising effects of sexual banner ads on the internet. For this purpose, focused group interview was performed to explore type of sexual advertising as a preliminary study. The results showed that three types of sexual appeal advertising, i.e., sexual copy, sexual graphic, sexual copy and graphic were extracted. In order to find out attitude toward and effect of sexual banner advertising, we designed 4(three sexual types of banner, one non-sexual banner) by 2(male, female) factorial design, and tested the difference of attention, intention of click-through, attitude toward advertising and brand. As a result, sexual appeal banner was drawn more attention and intention to click-through than one nonsexual banner. On the other hand, nonsexual banner was evaluated as positive in attitude toward advertising and brand compared to sexual banner.

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