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커뮤니케이션 소스(Source)의 特性이 說得 커뮤니케이션에 미치는 影響에 關한 考察
趙炳亮 광주대학교 1986 광주개방대학 논문집 Vol.3 No.-
Although the first known set of principles governing the art of persuasion was recorded in the fourth centry B.C. by Aristotle in his Rhetoric, it was not until the present centry that attitude change was investigated experimentally. The first large-scale, systematic, experimental investigations of attitude change were conducted by C. Hovland and his colleagues during World War Ⅱ. After the war, Hovland established the Attitude Change and Communication Research Project at Yale, which helped to make the study of attitudes and persuasion. There are four general theoretical approaches in the work on persuasion. They are the learning theory approach, perceptual theory approach, functional theory approach and consistency theory approach. But the persuasive impact of communication can differ depending on the characteristics of its source. Some people are more persuasive than others when they deliver a communication. It maybe obvious to the point of seeming trival that the source of message is simply the answer to the question, "who say so?" According to current beliefs, there are three sets of characteristics that affect the persuasive impact of message when they are attributed to its source : the source's credibility, attractiveness, and power. Highly credible sources are though to change attitudes through a process of "internalization," in which a person integrates the new attitude into his or her preexisting belief and value system. Attractive sources change attitudes through "identification," in which a new attitude is adopted in order to establish a gratifying role relationship with the source. And powerful sources change attitudes through "compliance," in which a recipient publicly adopts a source's position without privately accepting it. Effects of source characteristics on Advertising. The company is the ultimate source of advertising message, but the individual models in the advertisement serve as the more visible communicator. In the advertisement, source credibility is the most important characteristics of the source. But a number of dimensions of source credibility have been identified : the three factors pertinent to advertising persuasion appear to be trustworthiness, competence, and dynamism(or attractiveness). The sources that companies use to present their advertising message can be grouped into three categories representing the major dimensions of credibility: famous spokesperson or celebrities (dynamic), professional models(competent), and ordinary individuals(trustworthy).
방송광고 심의제도에 대한 상호 지향성 연구- 광고주·심의기구·소비자 단체 간 비교분석
조병량,김봉철,이병관 한국방송광고공사 2004 광고연구 Vol.0 No.62
본 연구는 Chaffee와 McLeod의 상호지향성(coorientation) 모델을 한 단계 확장하여 방송광고 심의의 주요 행위자인 광고인-심의기구-소비자 단체 사이의 방송광고 심의에 관한 갈등의 폭을 알아보고자 하는 것이다. 방송광고 심의에 관한 8개의 설문항목을 선정하여 광고인 58명, 심의기구 52명, 소비자 단체 54명을 대상으로 조사를 실시한 뒤 t-test를 실시했다.연구결과 ‘객관적 일치도 1’, ‘객관적 일치도 2’, ‘객관적 일치도 3’ 모두에서 통계적으로 유의미한 차이를 보였다. 한편, ‘주관적 일치도 1’, ‘주관적 일치도 2’, ‘주관적 일치도 3’에서는 통계적으로 유의미한 차이를 나타냈으나, ‘주관적 일치도 4’, ‘주관적 일치도 5’, ‘주관적 일치도 6’에서는 차이가 없는 것으로 나타났다. 마지막으로 ‘정확도 2’, ‘정확도 3’, ‘정확도 4’, ‘정확도 5’, ‘정확도 6’에서는 차이가 있는 것으로 나타났으나 ‘정확도 1’에서는 차이가 없는 것으로 나타났다.이 연구결과가 의미하는 것은 방송광고 심의에 대해 아직도 광고인, 심의기구, 소비자 단체 간에 상호 이해도가 부족한 부분이 많은 것으로 나타나 앞으로 이에 대한 보완책이 시급한 것으로 나타났다.