TV광고상표에 따른 소비자의 감정적 반응 연구 = Study about Audience's Emotinal Response to TV Commercial and Attitude toward Brand

다국어 초록 (Multilingual Abstract)

Emotional response aroused by seeing a commercial leads the attitude toward the Commercial and it eventually forms the attitude toward the brand. Here are some cases of different emotional reponses that affect attitude about brand. first of all, humor evokes smile and pleasant feelings, So it can attract audience's interest, strengthen memory of brand name, and create bright mood. Warmth commercial if there is Fear, another form of emotional response which is very different from the two above, has been used for various situations. for promoting products particularly designed to protect from loss of property or health, it's been widely and freguently used. Some responses to commercial from negative effect enough to deminish the truthfullness of the commercial. There is a theory, however, that negative cues attached to a commercial may amplify the effect brand awareness can be explained as intensity effect and valence effect.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 본론
• Ⅲ. 결론