광고주 유형, 메시지 유형, 자기 검색도, 관여도가 공익광고의 효과에 미치는 영향

다국어 초록 (Multilingual Abstract)

There were few studies on the effectiveness of public service advertising, compared with product or general service advertising. And those studies could not fully explain the effectiveness of public service advertising. So, conducting the experiment on the effective￢ness of advertiser, message. self-monitoring and involvement in public service advertising, many strategic implications in. public service advertising are recommended.
The following hypotheses were formulated and tested.
1. There will be difference in the advertising effects of advertiser in public service advertising. The public service advertisements sponsored by public agency will be more effective than advertisements sponsored by government agency.
2. There will be the interaction effect of ad message type and receivers' self-monitoring in public service advertising. In high self-monitoring group, negative ad message will be effective; in low self-monitoring group, positive ad message will be effective.
3. Receivers' issue involvement in public service advertising will have a positive correlation with advertising effects irrespective of ad message type.
Irrespective of ad message type, the higher receivers' issue involvement in public service advertisement is, the greater advertising effects will be.
In order to test these hypotheses, 3 (advertiser) X2 (message) factorial design experiment was carried out for 209 university students.
In experiment, subjects were exposed to one ad among six advertisements. And then the subjects answered the scales measuring attitude toward the advertisement, advertiser credibility, beliefs in issue attributes, issue attitude, behavior intention, self-monitoring, involvement.
The obtained data were analyzed by using ANOVA.
As the results, Hypothesis Ⅰ was not supported. The advertising effects of advertisers in public service advertising were not different.
Hypothesis Ⅱ was supported. There was the interaction effect of ad message type and receivers' self-monitoring in public service advertising. In high self-monitoring group, negative ad message was effective; in low self-monitoring group, positive ad message was effective.
Hypothesis Ⅲ was supported. Receivers' issue involvement in public service advertising has a positive correlation with advertising effects, irrespective of ad message type. Irrespective of ad message type, the higher receivers' issue involvement in public service advertisement is, the greater advertising effects were.
Based on the above results of hypotheses testing, therefore, the following conclusion was drawn from this study: (1) the advertising effects of advertisers in public service advertising are not different; (2) in high self-monitoring group, negative ad message is effective; in low self-monitoring group, positive ad message is effective; (3) irrespective of ad message type, the higher receivers' issue involvement in public service advertisement is, the greater advertising effects are.