광고에 대한 감성적 반응과 커뮤니케이션효과 = A study on affective response toward the advertisement and its communication effectiveness

다국어 초록 (Multilingual Abstract)

Viewers are supposed to response in cognition and affect toward the advertisement. Attitude toward the ad is considered an evaluation of stimulus based on the cognition to the ad. Some scientists identified it including affect, others characterized it affect itself. This study accepts the identification of the attitude toward the ad as affect in cognitive process of consumers while assumes pure affect in affective response which is not contaminated by the cognition. Therefore we can try to find out the effects of the affect toward the ad in both sides, attitude toward the ad and affect itself. This propose is clued on the dual mediation process of attitude toward the ad and the studies on affective response and its effectiveness.
Finally we will get the findings that consumers experience affect from viewing the ad and form their attitudes toward the brand and purchase intention including cognition to the brand through the attitude toward the ad and affective response.
Further project can be tried to do with topic finding affect's dimensions and which one acts on which specific effects and planning to induce affective response to get effective results through the ad.

목차 (Table of Contents)

• 目次
• Ⅰ. 서론
• Ⅱ. 광고태도의 형성과 감정
• 1. 광고태도의 형성
• 2. 광고태도를 통한 감정의 효과
• Ⅲ. 감성적 반응의 발생 및 확산
• 1. 감성적 반응의 개념
• 2. 감성적 반응에 관한 이론
• 3. 감성적 반응의 확산에 의한 효과
• Ⅳ. 광고자극에 대한 소비자반응의 과정
• 1. 광고태도의 영향
• 2. 감정과 인지적 과정의 관계
• Ⅴ. 결론 및 연구과제
• 참고문헌
• Abstract