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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2013.12
- 수록면
- 337 - 344 (8page)
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초록· 키워드
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This study aims to understand the advertising recall effect in accordance with color scheme of advertising by subdividing it into brand, picture, color, and style. The results of this study are like following. In the results of the study on advertising recall, first, there were significant differences in picture and color recall. The picture recall was the highest in complementary color scheme while color scheme was shown the highest in single and complementary color schemes. Regarding the advertising recall in accordance with subscription time of fashion magazines, second, the advertising recall can be different in accordance with subscription time of magazine, major, purchase experience, and interest. In case of picture advertising recall depending on major, third, majors highly recognized complementary color scheme in picture recall and also similar color scheme in color recall. Regarding the advertising recall depending on experience in purchasing magazines, purchasers highly recognized complementary color scheme in picture recall and also tone-in-tone color scheme in color recall. In case of the advertising recall in accordance with interest in fashion advertising, the group with interest highly recognized complementary color scheme in picture recall and also similar color scheme in color recall.
목차
Abstract
1. 서론
2. 연구방법
3. 결과 및 고찰
4. 결론
References
참고문헌 (21)
참고문헌 신청
1. [단행본] - N. Herr / 2001 / The Sourcebook fo Teaching Science, Strategies, Activities, and Internet Resoure / Jossey Bass
2. [학술지(정기간행물)] - S. Rosengren / 2006 / Brand-slogan Matching in a Cluttered Environment / J. of Marketing Communications 12 (4) : 263 ~
3. [학술지(정기간행물)] - K. He / 2008 / A Study on the Effectiveness of Message Recall through Masterpiece Parody Advertising / Korean Society of Design Science 10 : 134 ~
4. [학술지(정기간행물)] - K. T. Koo / 2012 / A Study of Media Use on Advertising Brand and Message Recall / J. of Consumer Science 23 (1) : 87 ~
5. [학술지(정기간행물)] - 여은아 / 2013 / 유통 브랜드의 슬로건 태도, 브랜드 태도, 브랜드 회상 모형 분석 / 복식문화연구 21 (3) : 338 ~ 347
2. [학술지(정기간행물)] - S. Rosengren / 2006 / Brand-slogan Matching in a Cluttered Environment / J. of Marketing Communications 12 (4) : 263 ~
3. [학술지(정기간행물)] - K. He / 2008 / A Study on the Effectiveness of Message Recall through Masterpiece Parody Advertising / Korean Society of Design Science 10 : 134 ~
4. [학술지(정기간행물)] - K. T. Koo / 2012 / A Study of Media Use on Advertising Brand and Message Recall / J. of Consumer Science 23 (1) : 87 ~
5. [학술지(정기간행물)] - 여은아 / 2013 / 유통 브랜드의 슬로건 태도, 브랜드 태도, 브랜드 회상 모형 분석 / 복식문화연구 21 (3) : 338 ~ 347
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