광고모델의 신체노출 정도에 따른 광고 및 브랜드이미지 효과

Abstract

With the rapid change in advertising environment, including the market, consumers, rival products and companies, and media, companies are searching for an effective advertising method to persuade consumers. The top-priority goal of advertising is to relay an advertising message effectively. To do this, advertising needs to attract consumers' attention with types and forms they desire. For this reason, many types of advertisement don't hesitate to make provocative expressions. One of such expressions is body exposure. What is really good advertisement, or the good advertising method, which consumers desire? From this perspective, this study made empirical analysis to determine how much advertising models needed to expose their body to be the most effective means or condition to relay an advertising message and how consumer responses or advertising effects were shown to each extent of body exposure. Body-exposed advertising, which is regarded as so-called advertising with sex appeal, has had to take some criticism; there is great diversity of opinion about its effects among researchers. This study divided male and female advertising models' exposure into three levels―low for exposure of the face alone, middle for the upper body exposed, and high for the whole body exposed―to conduct an empirical research on its effects in the consumer group consisting of both males and females. The results showed that the middle-level of body-exposed advertising had relatively high effects on the attitude toward advertising and the product and purchase intention among both males and females. Middle-level advertising also led to the highest purchase intention; high-exposure advertising led to the lowest advertising purchase intention, expecially for women.