식품광고에서 제품유형과 메시지 소구유형이 브랜드태도에 미치는 효과
The Effect of Product types and Message claim types for Food advertising on Attitude toward Brand
0
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
식품광고는 전통적으로 맛을 강조하는 광고가 대세를 이루고 있었지만, 의학의 발달과 식생활개선에 따른 인간의 수명이 증대되면서 식품에 대한 소비자선택이 맛에서 영양으로 옮겨가고 있는 추세이다. 그러나 이러한 소비자의 식품선택에 대한 트렌드 변화에 따른 후속연구는 부족한 실정이다. 본 연구는 식품광고에서 식품유형(건강식품과 비건강식품)과 광고 메시지 소구유형(맛 소구와 영양 소구)에 따른 소비자반응의 차이를 검증하고자 하였다. 본 연구에서는 건강식품의 경우에는 에너지바, 비건강식품에서는 햄버거를 선정하였으며, 영양 소구메시지는 기존의 연구들에서 사용해 온 비타민이 추가된 메시지를 활용하여, 소비자의 광고태도, 브랜드태도, 구매의도에 대한 반응의 차이를 검증하였다. 연구결과 건강식품의 경우에는 비록 통계적으로 유의한 수준은 아니지만 맛에 대한 메시지소구가 영양에 대한 메시지소구보다 높은 소비자반응이 나타났다. 비건강식품의 경우에는 영양에 대한 메시지소구가 맛에 대한 메시지소구보다 높게 나타났다. 식품유형과 메시지소구유형에 따른 상호작용효과를 살펴 본 결과, 광고태도와 구매의도에서 통계적으로 유의한 수준에서 상호작용이 나타났다. 즉, 건강식품에서는 맛 소구가 영양 소구보다 높았으나, 비건강식품에서는 영양 소구가 맛 소구보다 높게 나타났다. 본 연구는 식품관련 커뮤니케이션 이론의 외연을 확장하는 동시에 광고현업에서 식품광고를 제작할 경우 가이드라인을 제시할 것으로 기대한다.
Abstract
Many food advertising has usually emphasized the taste of food. But in these days many food advertising showed that they were changing message claim from taste oriented claim to nutrient oriented claim according to the development of medical technology and improvement of daily food life. This study examined the effect of the Advertising claim for food and beverage in terms of food types, that is to say healthy food and unhealthy food. In this study the researcher used vitamin content of food for nutrient oriented message as the previous researches used for their the experiment regarding nutrient message. The dependent variables for this research were attitude toward advertising, attitude toward brand, purchase intention. The research result showed that in case of healthy food the taste message was higher than the nutrient message and in case of unhealthy food the nutrient message was higher than the taste message although the output data was not statistically meaningful. And the interaction effect between product types and message types was effective. This research is expected to help practical field for creative production and to extend the theoretical study for communication fields.
참고문헌 (28)
- Andrews, J. C., "Consumer generalization of nutrient content claims in advertising", Journal of Marketing, 62 (1999)
- Andrews, J .C, "Are some comparative nutrition claims misleading? The role of nutrition knowledge, ad claim type and disclosure conditions", Journal of Advertising, 29 (2000)
- Barr, S.I.., "Nutrition in food advertising, content analysis of a Canadian women’'s magazine, 1928-1986", Journal of Nutrition Education, 21(2) (1986)
- Bearden, W. O., "Comparison price, coupon, and brand effects on consumer reactions to retail newspaper advertisements", Journal of Retailing, 60 (1984)
- Borzekowski, D. L., "Effects of fast food branding on young children’s taste preferences", Archives of Pediatrics & Adolescent Medicine, 161 (2007)
- Byrd-Bredbenner, C., "The effects of food advertising policy on televised nutrition content claims and health claims", Family Economics and Nutrition Review, 13(1) (2001)
- Choi, Paek, "Are nutrient-content claims always effective? Match-up effects between product type and claim type in food advertising", International Journal of Advertising, 31(2) (2012)
- "Dietary Supplement Health and Education Act of 1994 (DSHEA), Public Law 103-417, 103rd Congress, 21 USC 301, 1994", ~ (1994)
- Drenowski, A.., "Nutritional perspectives on biobehavioral models of dietary change, In Promoting Dietary Change in Communities" (1992), Fred Hutchinson Cancer Research Center
- Freimuth, V. S., "Health advertising", American Journal of Public Health, 78 (1988)
- Heiser, R. S., "Creativity via cartoon spokes people in print ads", Journal of Advertising, 37 (2008)
- Heller, I. R., "Functional foods: Regulatory and marketing developments", Food and Drug Law Journal, 56 (2001)
- Hickman, B. W., "Nutrition claims in advertising", Journal of Nutrition Education, 25(5) (1993)
- Kahle, L. R., "Physical attractiveness of the celebrity endorser: A social adaptation perspective", Journal of Consumer Research, 11 (1995)
- Kamins, M. A., "An investigation into the ‘match-up’ hypothesis in celebrity advertising", Journal of Advertising, 19 (1990)
- Kim, K., "The current practices in food advertising", International Journal of Advertising, 28 (2009)
- Klassen, M. L., "Increases in health and weight loss claims in food advertising in the eighties", Journal of Advertising Research (1991)
- Lagerwerf, L, "Openness in metaphorical and straightforward advertisements", 37 (2008)
- Lord, J. B., "Health claims in food advertising: Is there a bandwagon effect?", Journal of Advertising Research (1987)
- Lord, J. B., "The bandwagon isn’t rolling yet", Journal of Advertising Research (1988)
- Mitchell, A. A., "Are product attribute beliefs the only mediator of advertising effects on brand attitude?", Journal of Marketing Research, 18, pp.1991~ (1991)
- Nestle, M, "Food Politics: How the Food Industry Influences Nutrition and Health" (2007), University of California Press
- "Nutrition Labeling and Education Act. Public Law 101-535, 104 Stat. 2355, 1990", ~ (1990)
- Parker, B. J, "The use of nutrient content, health, and structure", function claims in food advertisement, 2003, pp.32(Fall), ~
- Raghunathan, R., "The unhealthy = tasty intuition and its effects on taste inferences, enjoyment, and choice of food products", Journal of Marketing, 70 (2006)
- Roberts, M, "A thematic content analysis of children’s food advertising", International Journal of Advertising, 26(3) (2007)
- Simons, J., "A structural analysis of attitudes toward alcohol and marijuana use", Personality and Social Psychology Bulletin, 24 (1999)
- Till, B.D., "The match-up hypothesis- Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs", Journal of Advertising, 29 (2000)