A Study on Effects of Outdoor Advertising Exposure on Interest in Plastic Surgery

다국어 초록 (Multilingual Abstract)

The continued rapid growth of the plastic surgery outdoor advertising market has hit the spotlight as the newest source of revenue with a remarkable7 fold growth in the past two years.

Therefore, the aim of this study is to suggest a better direction for the marketing and advertising strategy for plastic surgery outdoor advertising by ascertaining how plastic surgery outdoor advertising impact the consumer’s interest in cosmetic surgery.

This research conducted a survey to establish four hypotheses of plastic surgery outdoor advertising. The survey was conducted on 100 female students in their 20s in Sun Moon University on July 23 - August 15, 2014. After collecting the questionnaires, the data was statistically analyzed using SPSS. The four hypotheses are as follows: ➀People exposed to outdoor advertising frequently are more interested in plastic surgery than people who do not have frequent contact with outdoor advertising, ➁People with increased interest in plastic surgery visit the plastic surgeon more than people who are not interested in it, ➂People who visit the plastic surgeon more are more likely to plan to get plastic surgery than people who had not visited.

The results show extensive exposure to plastic surgery outdoor advertising means high interest in plastic surgery. People with high interest in plastic surgery have a greater number of visits to plastic surgeons than people with less interest. People who visit the plastic surgeon have more will to do plastic surgery than people who have not visited.

It is desirable to bring a positive influence for the effective design of plastic surgery outdoor advertising.

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