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The Effects of TV Drama Advertising : Verisimilitude, Empathy, and Attitude toward Ads
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TV드라마 광고의 광고효과 : 사실감, 공감, 광고 태도

논문 기본 정보

Type
Academic journal
Author
Ahn, Eui-Jin (영남대학교)
Journal
The Institute of the Humanities Journal of the Humanities No.53 KCI Accredited Journals
Published
2007.12
Pages
449 - 480 (32page)

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The Effects of TV Drama Advertising : Verisimilitude, Empathy, and Attitude toward Ads
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Research history (4)

2008

Definition and Types of Drama Advertising: Focused on Television Advertising
Ahn ,  Euijin 한국극예술연구 2008.10 Academic journal

2007

The Effects of TV Drama Advertising : Verisimilitude, Empathy, and Attitude toward Ads
Ahn ,  Eui-Jin Journal of the Humanities 2007.12 Academic journal
A Study on the Plot Types of the TV Advertising Dramas
Euijin Ahn ,  Huiuk Yi 마케팅논집 2007.01 Academic journal

2005

TV광고드라마의 플롯모델에 따른 광고목표, 제작기준, 광고효과
안의진 한국언론학회 학술대회 발표논문집 2005.05 Proceeding
  • Are you curious about the follow-up research of this article?
  • You can check more advanced research results through related academic papers or academic presentations.
  • Check the research history of this article

Abstract· Keywords

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This study examined the effects of television drama advertising in terms of the viewer"s verisimilitude, the empathic response, and the attitude toward ads. Specifically, an experimental study employing 153 participants was designed to test the effects of relationship among verisimilitude, empathy, and attitude toward ads.
Results indicated that there were positive nature of the relationships between (1) verisimilitude and empathy, and (2) empathy and attitudes toward ads. In addition, this study found (3) differences of the relationships between empathy and attitude toward ads depending on the plot types of TV drama advertising. Implications of these findings for the practice of advertisers are considered, and future directions for research are suggested.
#TV드라마광고 #사실감 #공감 #광고효과 #Television Advertising Dramas #Verisimilitude #Empathy #Advertising Effects

Contents

【국문초록】
1. 서론
2. TV드라마광고 개념과 사실감, 공감
3. TV드라마광고의 플롯형태에 따른 광고효과
4. 연구방법
5. 연구결과
6. 결론
참고문헌

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