정치광고의 소구유형 효과: 정치적 관여도와 정당정체성의 조절효과를 중심으로 = The Appeal Type Effects of Political Advertising: Focused on the Moderating Effects of Political Involvement and Party Identity

국문 초록 (Abstract)

정치광고에 대한 연구는 주로 정치광고의 소구유형에 중점을 두고 이루어지고 있다. 즉 긍정 및 부정광고 중 어느 유형의 광고가 더욱 좋은 효과를 창출하는가를 알아보기 위한 것이다. 그러나 이들 연구결과는 서로 다르게 나타나고 있다. 이는 다양한 수용자 변수들이 정치광고의 효과를 조절하기 때문이다. 따라서 본 연구는 정치광고의 소구유형에 따른 효과를 검증하고 정치적 관여도와 정당정체성의 두 가지 수용자 변수의 조절효과를 분석하는데 목적을 두고 있다.
연구결과 긍정광고는 부정광고에 비해 수용자의 후보자에 대한 태도 및 투표의도에 있어서 더 좋은 반응을 유발하는 것으로 나타났다. 광고 소구유형에 대한 정치적 관여도와 정당정체성의 조절효과는 다음과 같다. 긍정광고에서는 차이가 없지만 부정광고에서는 고관여 수용자가 저관여 수용자에 비해 광고주후보자에 대한 태도나 투표의도가 더욱 부정적인 것으로 나타났다. 광고주후보자와의 정당정체성이 높은 수용자는 정당정체성이 낮은 수용자에 비해 부정광고에 더욱 호의적인 반응을 하는 것으로 나타났다. 즉 정치적 관여도와 정당정체성이 정치광고의 소구유형의 효과에 조절작용을 하는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

Studies on political advertising have mainly been focused on the appeal types of political advertising in order to examine whether positive or negative advertising produces better effects. The findings of the studies are not consistent, however, for various recipient variables moderate the effects of political advertising. Thus, this study examines the effects of political advertising by appeal types and analyze the moderating effects of the two recipient variables of political involvement and party identity.
The results of the study show that positive advertising induces better responses than negative advertising in the recipient's attitudes to the candidate and voting intention. As for the moderating effects of political involvement and party identity, no difference has been found in positive advertising. Yet in negative advertising the recipient with higher degree of political involvement has shown more negative attitudes to the candidate and voting intention than the one with lower degree of political involvement, and the recipient with higher degree of party identity with the sponsoring candidate has displayed more favorable responses. Therefore the variables of political involvement and party identity have moderating effects on the appeal types of political advertising.

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