광고의 질이 방송 프로그램 평가에 미치는 영향 연구 = The Effect of Advertisement Quality on Affective and Cognitive Evaluation of a Television Program

국문 초록 (Abstract)

이 연구는 방송 광고의 질이 프로그램의 평가에 미치는 영향과 프로그램의 질이 앞선 방송 광고의 평가에 미치는 영향을 검증해보기 위한 것이다. 실험 설계에서 광고의 질과 프로그램의 질이 독립변수이며, 프로그램에 대한 주관적 · 감성적 · 인지적 평가, 프로그램 시청 의도, 광고에 대한 평가가 종속변수로 측정되었다. 실험 결과, 광고의 질이 프로그램의 감성적 · 인지적 평가와 시청 의도에 긍정적 영향을 미치는 것으로 나타났다. 즉, 앞선 광고의 질이 높은 경우, 프로그램의 평가가 광고의 질이 낮은 경우보다 더 좋았다. 하지만 프로그램의 질이 광고 평가에 미치는 영향은 유의미하지 않은 것으로 검증되었다. 따라서 광고의 질은 프로그램 평가에 영향을 미치지만, 프로그램의 질은 광고의 평가에 영향을 미치지 않는 것으로 요약할 수 있다. 이론적으로는 자극전이이론과 기분조화이론이 해석 틀로 논의되었다. 또 광고와 프로그램의 질에 대한 논의도 덧붙였다.

다국어 초록 (Multilingual Abstract)

This study examined whether television advertisement quality broadcasted before a television program has influences on the affective and cognitive evaluation of the program, and also whether the program quality has an impact on the evaluation of the advertisement. Therefore this study employed a 2 (quality of advertisement: high & Low) × 2 (quality of program: high & low) between subject design experiment to test the hypotheses. The dependent measures were the percentage of positive thoughts occurred while watching the program, affective evaluation and cognitive evaluation of the program, future intention to watch the program and the evaluation of the advertisement. The results show that advertisement quality has influences on the affective and cognitive evaluation of the program and the future intention to watch the program, however, the quality of program did not have any influence on the evaluation of the advertisements. The implications of the results are discussed in the theoretical framework of excitement transfer theory and the mood congruency theory. Additionally, concept explication of the quality of advertisement and program are discussed in the study.

목차 (Table of Contents)

• 1. 서론
• 2. 이론적 논의
• 3. 연구 가설
• 4. 연구 방법
• 5. 연구 결과
• 6. 논의 및 제언
• 참고 문헌
• Abstract

참고문헌 (Reference)

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