유통업태 특성별 광고와 광고모델의 자산인식이 광고태도에 미치는 영향 = The impact on Ad type, model of property recognized, and attitude toward advertising

다국어 초록 (Multilingual Abstract)

Recently influenced by development of information and media, consumers are increasingly interested in the everyday life of celebrities as well as their official activities. While the interest and knowledge of consumers on various information on celebrities like the private life, personal income and real estates assets etc of TV advertising models are increasing, studies on this field are very insufficient. Hence, in this study, the consistency of images of consumers on the real estates type(high/low) and distribution market type(department store/hyper-market) of noted TV advertising models and attitude were verified. Specifically for verification of hypothesis, experiment of 2(assets type of noted TV advertising model: high/low) 2(distribution market advertising type: department store/hyper-market) was designed, and after respondents answered to each different virtual scenario by 4 experiment groups organized by 30 persons each, the effects were measured. As a result of hypothesis verification, in department Ad. the consistency of image of consumers and advertising attitude were found higher when the assets of advertising model were recognized higher. Meantime, in hyper-market Ad. the consistency of consumers and advertising attitude were found higher when the assets of advertising model were recognized lower. Also, it was found that interaction effects exist between the assets type of noted advertising model and the types of advertising of distribution market. This study which is the first paper that examined the effects of the recognition of assets of advertising models has academic meaning in that it extended new study area, and offers hands-on suggestions for advertising model and type.