지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
이용수
초록· 키워드
오류제보하기
The purpose of this study is to investigate the effect and potential problem of before and after technique in cosmetic surgery advertisements. This study would draw the positive and negative aspects in executing before and after technique by segmenting the surgical part(eyes, nose, and breast). And this study compared before and after technique with after technique and doctor(expert) endorser.
Independent variables of this study are advertisement technique(before and after/after/doctor) and the kind of surgery(double eyelid surgery/ rhinoplasty/mastoplasty). Dependent variables of this study are general attitude toward advertising, hospital believability, ethical judgement toward advertising, intention to cosmetic surgery. This study is run as 3×3factorial design with 30 subjects per cell, resulting in a total sample size of 270.
The result of this study shows that advertising technique in cosmetic surgery advertisement important variable to mediate the effect. This study found that before and after technique was more effective than any other techniques. Also, this study found that the kind of surgery variable should be considered in the execution of cosmetic surgery advertisement. Therefore, the result suggests that the kind of surgery and advertisement technique should be spontaneously considered by cosmetic surgery clinic and advertising regulation organizations for the effective communication way and consumer protection.
Independent variables of this study are advertisement technique(before and after/after/doctor) and the kind of surgery(double eyelid surgery/ rhinoplasty/mastoplasty). Dependent variables of this study are general attitude toward advertising, hospital believability, ethical judgement toward advertising, intention to cosmetic surgery. This study is run as 3×3factorial design with 30 subjects per cell, resulting in a total sample size of 270.
The result of this study shows that advertising technique in cosmetic surgery advertisement important variable to mediate the effect. This study found that before and after technique was more effective than any other techniques. Also, this study found that the kind of surgery variable should be considered in the execution of cosmetic surgery advertisement. Therefore, the result suggests that the kind of surgery and advertisement technique should be spontaneously considered by cosmetic surgery clinic and advertising regulation organizations for the effective communication way and consumer protection.
목차
Abstract
Ⅰ. 서론 및 문제제기
Ⅱ. 이론적 배경
Ⅲ. 연구문제의 설정
Ⅳ. 연구방법
Ⅴ. 연구결과
Ⅵ. 결론 및 논의
REFERENCES
참고문헌 (23)
참고문헌 신청
1. [학술지(정기간행물)] - Andaleeb, S. S. / 1994 / Hospital advertising: The influence of perceptual and demographic factors on consumer dispositions / Journal of Service Marketing 8 (1) : 48 ~ 59
2. [학술지(정기간행물)] - Atiyeh, B. S. / 2008 / Aesthetic/cosmetic surgery and ethical challenges / Aesth Plast Surg 32 : 829 ~ 839
3. [학술지(정기간행물)] - Braunsberger, K. / 1998 / Source expertise versus experience effects in hospital advertising / Journal of Service Marketing 12 (1) : 23 ~ 38
4. [학술지(정기간행물)] - Delinsky, S. S. / 2005 / Cosmetic surgery: A common and accepted form of self-improvement / Journal of Applied Social Psychology 35 : 2012 ~ 2029
5. [학술지(정기간행물)] - Henderson-King / 2005 / Acceptance of cosmetic surgery: Scale development and validation / Body Image 2 : 137 ~ 149
2. [학술지(정기간행물)] - Atiyeh, B. S. / 2008 / Aesthetic/cosmetic surgery and ethical challenges / Aesth Plast Surg 32 : 829 ~ 839
3. [학술지(정기간행물)] - Braunsberger, K. / 1998 / Source expertise versus experience effects in hospital advertising / Journal of Service Marketing 12 (1) : 23 ~ 38
4. [학술지(정기간행물)] - Delinsky, S. S. / 2005 / Cosmetic surgery: A common and accepted form of self-improvement / Journal of Applied Social Psychology 35 : 2012 ~ 2029
5. [학술지(정기간행물)] - Henderson-King / 2005 / Acceptance of cosmetic surgery: Scale development and validation / Body Image 2 : 137 ~ 149
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UCI(KEPA) : I410-ECN-0101-2015-500-001678864