기부광고의 모델 표정이 광고 선호도와 수용의도에 미치는 영향 - 자기해석과 메시지프레이밍 중심으로 - = The Influence of Model`s Facial Expression On Advertising Preference and Acceptance Intention - Moderating Role of Message Framing and Self-Construal -

다국어 초록 (Multilingual Abstract)

This study aims to reveal the effects according to model`s facial expression in the donative public advertising and investigate what controlling roles message framing and selfinterpreting-ignition has in the process. So we classified the model`s facial expression as sad and happy and message framing as positive and negative. Furthermore, independently and interactively sorting out self-interpreting, we empirically analyzed its effects on ad preference and acceptance intention. Results indicate that donative acceptance intention of sad facial expression is likely to be higher and the controlling role of message framing in both ad preference and message acceptance intention is meaningful. Meanwhile, self-interpreting has no controlling role on the effects of model`s facial expression in ad preference. In this study`s conclusion, we address summary of research results, implication, limitaions and suggestion on the subsequent study.