광고에 대한 태도란 무엇인가? = 개념의 사용 현황과 문제점

국문 초록 (Abstract)

본 연구에서는 국내에서 광고에 대한 태도 개념이 광고 분야의 연구에서 어떻게 사용되고 있는지 알아보고, 분석 내용들을 근거로 몇 가지 제안들을 제시하여 이 분야 연구들을 촉진하고자 한다. 우선 본 연구자는 광고에 대한 태도 개념을 측정하는 항목들을 확인하기 위해 국내의 대표적인 학술지들을 검토하였다. 총 187개의 항목들이 광고에 대한 태도 개념을 측정하기 위해 사용되고 있었다. 이어서 문헌 분석을 통해 수집하고 정리한 광고에 대한 태도의 측정 항목들을 이용하여 설문조사와 심층면접을 실시하였다. 연구자는 분석 결과를 토대로 광고에 대한 태도의 측정 관행에 대해 두 가지를 제안하였다. 첫째, 대부분의 경우에 개별 광고는 대다수의 소비자들에게 중요하지 않은 태도대상이다. 그런 점에서, 상황에 따라 광고에 대한 태도는 신념 항목들을 이용하여 간접적으로 조사될 수 있을 것이다. 둘째, 수많은 맥락을 관통하는 통일된 항목들이 만들어지기 어렵다는 점 때문에 면접 기법을 적극 활용하는 것도 고려할 수 있을 것이다.

다국어 초록 (Multilingual Abstract)

The research investigated how the concept of attitude toward the ad had been used in the field of advertising study, and based on the analysis, several suggestions were made to promote related studies in the field. The researcher first examined major advertising journals in Korea to identify which items had been used to measure attitude toward the ad. A total of 187 items measuring the concept were identified in those journals. Subsequently, the researcher conducted surveys and in-depth interviews using the items found through literature review. The researcher made two suggestions how to improve the present status of measurement practice of the concept. First, researchers should consider to adopt belief measures to measure attitude toward the ad as surrogate measure because an individual advertisement would not be an important object for most people in most cases. Second, researchers should also actively consider to adopt an interview method because it is almost impossible to develop standardized measuring items applicable to various contexts.

목차 (Table of Contents)

• 국문초록
• Ⅰ. 서론
• Ⅱ. 문헌 연구와 연구문제
• Ⅲ. 연구방법
• Ⅳ. 연구결과
• Ⅴ. 제안, 논의 그리고 한계
• 참고문헌
• Abstract

참고문헌 (Reference)

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