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The Effect of Humor and Expected Effect on People’s Recognition/Recall of A Special Part of the Copy (Disclaimers) in a TV Commercial?
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  • The Effect of Humor and Expected Effect on People’s Recognition/Recall of A Special Part of the Copy (Disclaimers) in a TV Commercial?
  • 유머와 기대효과가 TV 광고 카피의 특별한 부분에 대한 소비자 인식 및 소환에 미치는 영향
ㆍ 저자명
Ryu Hyun-Jay,Jeong Gap-Yeon,Jang Yong-Woon
ㆍ 간행물명
한국웰니스학회지KCI
ㆍ 권/호정보
2014년|9권 4호(통권24호)|pp.53-68 (16 pages)
ㆍ 발행정보
한국웰니스학회|한국
ㆍ 파일정보
정기간행물|ENG|
PDF텍스트(0.62MB)
ㆍ 주제분야
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서지반출

영문초록

본 연구는 TV 광고 카피의 특별한 부분(disclaimers)에 대한 젊은 소비자들의 인식과 소환에 대한 연구로써 특히, 광고의 유머 와 카피의 특별한 부분(disclaimers)에 대해 소비자가 미리 알고 있는 정보가 소비자의 인식 및 기억에 영향을 미치는 지를 실험을 통해 살펴보고자 하였다. 이를 위핸 본 연구에서는 미국 대학생 520명을 대상으로 이들이 가장 좋아하는 맥주 TV광고에서의 유머 존재 여부와 참가자들에게 본 연구의 목적에 대한 정보를 제공한 여부에 따라 이들을 총 4개의 그룹으로 무작위로 할당하여, 각 그룹 간 비교를 실시하였다. 분석 결과 광고에서의 유머는 TV 광고 카피의 특별한 부분(disclaimers)에 대한 소비자의 인식에는 영 향을 미치지 않지만(p-value: 0.137), 소환에 중요한 영향을 미치는 것으로 나타났다(유의수준 0.,01, p-value: 0.000). 또한 정보의 제공은 TV 광고 카피의 특별한 부분(disclaimers)에 대한 소비자의 인식과 소환 모두에 중요한 영향을 미치는 것으로 확인되었다 (유의수준 0.,01, p-value: 0.000).

국문초록

This study focused on young adults’ recognition and recall of a special part in a TV commercial: advertising disclaimers (e.g., “This is a dramatization. Do not attempt”). Data were collected from 520 undergraduate students from a southeastern university in USA. This cross-sectional study used for 2*2 factor design to test our research questions. As stimulus for the experiment, humor was applied to advertisements to check if the participants recognized and memorized the disclaimers in the advertising significantly different. In addition, the participants were divided into two groups, the treatment being the addition/lack of information about the purpose of this study. This was to investigate the possible differences in the level of recognition/recall of disclaimers between a more natural setting and a less natural one for people’s exposure to TV advertising. The results clearly showed that conditions(humor in advertising and providing participants with information about the purpose of the study) significantly influenced the young adults’ recognizing or recall of TV advertising disclaimers.

목차

Introduction
Ⅱ. Theoretical Background
Ⅲ. Method
Ⅳ. Discussion
REFERENCES

키워드

Advertising DisclaimersHumorRecognizing and Recall

참고문헌 (76건)

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