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Effects of Storytelling in Advertising on Consumers’ Empathy
이두희,이두희 한국마케팅학회 2014 ASIA MARKETING JOURNAL Vol.15 No.4
Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers’ narrative processing. The purpose of storytelling is to elicit consumers’ emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers’ sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement’s story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement’s main character. In this study, we took the results of a precedent study as the starting point, according to which consumers’ emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) x 2 (socio-psychological gender of the audience: masculinity vs. femininity) x 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences’ emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers’ gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement’s appeal concept or emot...
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이두희,김서영 한국마케팅학회 1995 마케팅연구 Vol.10 No.1
본 연구는 정정광고가 그 유형에 따라 소비자들에게 어떤 영향을 미치는 지를 종단적인 실험을 통해 검증함으로써 우리나라 상황에 적합한 정정광고의 유형을 규명하고자 하는 목적으로 수행되었다. 정정광고의 유형은 정정메시지를 광고안에 삽입시킨 유형과 공고유형 그리고 이 두 가지 유형을 함께 사용한 경우의 세 가지가 사용되었다. 그 결과 정정의 목적인 소비자들의 기만치유에 가장 적합한 방법은 정정메시지를 광고안에 삽입하여 제시한 경우였으며, 현재 우리나라에서 사용하고 있는 공고유형의 광고는 정정의 효과보다는 지나친 처벌의 효과를 발생시킨다는 사실이 검증되었다. 따라서 정정광고로 인한 또 다른 오해의 발생을 방지하면서 기만을 정정하기 위해서는 기만전과 동일한 상태로 소비자들의 신념과 태도를 환원시킬 수 있는 정정메시지 삽입유형이 가장 효과적이라는 점을 밝히고 이에 따른 정부 및 기업에의 시사점을 제시하였다.
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분자량 크기별 토양 휴믹산(HA)의 구조적 특성 및 페난트렌 흡착 반응특성 비교
이두희,김소희,신현상,Lee, Doo-Hee,Kim, So-Hui,Shin, Hyun-Sang 한국지하수토양환경학회 2015 지하수토양환경 Vol.20 No.7
A sample of soil humic acid (HA) was divided by ultrafiltration (UF) into five fractions of different molecular size (UF<sub>1</sub>: > 300, UF<sub>2</sub>: 100~300, UF<sub>3</sub>: 30~100, UF<sub>4</sub>: 10~30, UF<sub>5</sub>: 1~10 kilodaltons). Apparent average molecular weight (M<sub>w</sub>) of the HA fractions were measured using high performance size exclusion chromatography (HPSEC), and the chemical and structural properties of the five HA fractions were characterized by elemental compositions (H/C, O/C and w ((2O + 3NH)/ C)) and ultraviolet-visible absorption ratios (SUVA, A<sub>4/6</sub>). The organic carbon normalized-sorption coefficients (Koc) for the binding of phenanthrene to the HA fractions were determined by fluorescence quenching and relationship between the sorption coefficients and structural characteristics of the HA fractions were investigated. The elemental analysis and UV-vis spectral data indicated that the HA fractions with higher molecular weights have grater aliphatic character and lower contents of oxygen, while the HA fractions with lower molecular size have greater aromatic character and molecular polarity that correspond to greater SUVA and internal oxidation values (w). The log Koc values (L/kg C) were gradual increased from 4.45 for UF<sub>5</sub> to 4.87 for UF1. The correlation study between the structural descriptors of the HA fractions and log Koc values of phenanthrene show that the magnitude of Koc values positively correlated with $M_w$ and H/C, while negatively correlated with the independent descriptors of the O/C, w, SUVA and A<sub>4/6</sub>.
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