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South Korean and U.S. College Students' Perceptions on Mid-Program TV Advertising
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한국과 미국 대학생들의 TV 중간광고에 대한 인식 비교 : 광고에 대한 일반적 인식과의 관계를 중심으로

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Type
Academic journal
Author
Bongchul Kim (조선대학교) Jooyoung Kim (조지아대학교) Myung-il Choi (남서울대학교)
Journal
Korean Association for Broarding & Telecommunication Journal of Broadcasting and Telecommunications Research Wn.70 KCI Accredited Journals
Published
2010.4
Pages
117 - 143 (27page)

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Result
South Korean and U.S. College Students' Perceptions on Mid-Program TV Advertising
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Abstract· Keywords

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The purpose of this study therefore is to find the factors influencing the audiences' attitude toward mid-program advertising in comparison to the factors affecting their attitude toward pre- and post-program advertising, By comparing South Korea, where mid-program lV advertising is not allowed, and the U.S., where mid-program lV advertising is permitted and prevalent, we found that students' perception of advertising in general did not influence their perceptions that mid-program advertising was necessary. Materialism significantly influenced South Korean students' emotional responses to mid-program advertising, while economic roles and value corruption significantly affected U.S. students' emotional responses. In addition, for South Korean students, materialism was also a significant predictor for the mid-program advertising's impact on TV programming, while product information, economic role, and value corruption were significantly influential. Implications and future research suggestions are discussed.
#광고에 대한 인식 #중간광고 #정보성 #경제적 역할 #물질주의 #가치 폐해 #Attitude toward advertising #mid-program advertising #product information in advertising #economic role of advertising #materialism in advertising #value corruption in advertising

Contents

1. 서론
2. 문헌고찰 및 연구문제
3. 연구방법
4. 연구결과
5. 결론 및 한계
참고문헌
Abstract

References (5)

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김재휘, 박유진, 김지호. 텔레비전 광고의 삽입 시점에 따른 광고효과 연구. 소비자학연구. 2000 google schola 문철수. 지상파 방송의 재원구조 개선 방안 연구. 언론과학연구. 2007 google schola 신태섭. 방송광고 판매제도 개선방안 연구. 한국언론정보학보. 2006 dbpia 이현선. 프로그램 유형에 따른 중간광고에 대한 시청자 반응 연구. 한국언론정보학보. 2008 dbpia 임동욱. TV 중간광고 허용에 관한 이론적 고찰. 한국광고홍보학보. 2000 dbpia

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UCI(KEPA) : I410-ECN-0101-2010-568-003283361