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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국복식학회 복식 복식 제39권
발행연도
1998.7
수록면
283 - 299 (17page)

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초록· 키워드

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The present study is to analyze the dimensions of affective responses according to the types of appeal in underwear advertisements and to find out the influences of affective responses on the attitudes toward advertisement and brands. The research has been made by normative-descriptive survey method with the sample of 654 consumers residing in Seoul and Incheon. The data gaathered was analyzed by the met hods of means, standard deviation, ANOVA, factor analysis and regression. The result are as follows ; 1. There are 4 dimensions of affective respones : Emotional dimension, Negative dimension, Upbeat-activation dimension and Sexual-activation dimension. 2. Affective responses to the advertising were different according to the characteristics of the consumers. According to the consumer`s sex, there are significant differences in each dimension of their affective responses. To the sex appeal advertisement, men show higher degree of affective responses in Emotional, Upbeat-activation and Sexual-activation dimensions, while women show higher degree of affective responses in Negative dimension. 3. In case of female consumers, there are significant differences in affective responses to the both appeal type of advertisements according to consumer`s age. As the age is increasing. Emotional dimension and Sexual-activation dimension are increasing, but Negative dimension is decreasing in the Ads with sex appeal. In particular, the 19∼24s age group shows strong responses in the Emotional dimension, Upbeat-activation dimension and Sexual-activation dimension to Ads with sex appeal, while it shows the lowest affective responses in Negative dimension. It represents the 19-24`s age group is the most positive one to the underwear advertisements with sex appeal. Consequently, it is proved that the Ads with sex appeal focusing on this age group can be one of the most effective advertising plans. 4. The involvement gets higher, Upbeat-activation dimension and Sexual-activation dimension are increasing both in males and female groups. But Negative dimension is increasing in the female consumer group of low involvement. 5. The attitudes toward advertisements and brands are comparatively stronger in the advertisements using sex appeal type. Regardless of types of appeal in the advertisements, there is a significant difference in their attitudes toward Ads between male and female consumer groups. When Ads are sexual, attitudes toward Ads and Brands are stronger in the female consumer group. But males consumers show comparatively strong attitudes toward the advertisements and brands in both types of appeal. 6. The age of consumers doesn`t make any significant difference in their attitudes toward advertisements and brands in both types of appeal. 7. According to the involvement level of the consumers, there are significant differences in their attitudes toward advertisements. In the groups of low involvement, the female consumers show more favorite attitudes toward the advertisements with sex appeal, while the male group shows more favorite attitudes toward the non-sex appeal advertisement. But there is no significant difference in consumers` attitude toward brands according to the types of appeal of the advertisement. 8. The affective responses of the consumers caused by the underwear advertisements have a respectable influence on their attitudes toward the advertisements and brands. This research represents that the advertisers should try to arise consumer`s positive affective responses such as pleasant, happy, cheerful and warm-hearted emotions by the advertisements. Based on the above results of the research, it can be said that the consumer`s affective responses have a strong effect not only on their attitudes toward advertisements but on those toward attitude toward the brands.

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