패션 廣告의 스페이싱(spacing) 效果에 關한 硏究 -雜誌廣告를 中心으로 -

Abstract

This study measured the accompanying rating, recall, and recognition of advertisements, which wererun with different methods of spacing in the magazines. To achieve this objective the study chose aqualitative research and performed a reliable test. After the survey was completed, the advertisementrecall test was performed. In addition, two days later, the recognition test was performed to the surveyrespondents and data on the memory of respondents on the advertisements was collected.As a result, rating, recall and recognition of the advertisements were significantly different by thevarious forms of advertisements in the magazines. In the advertisement rating and recall by theadvertisement printing forms, rather than the regular printing form of running the target advertisement fortwo pages in a role and the irregular printing form, the continuous printing form was confirmed to bemore effective. In addition to that, in the form of running continuous target advertisements for six pagesin a role, the effects of the advertisements recall and the recognition were increased. A continuousprinting form had higher outcomes on the rating, recall and recognition of advertisements. Therefore,conclusively, it gave more effects in increasing the memory of the advertisement for the consumers.The conclusion of the study provided suggestions on the forms of advertisement to stimulate thememory of consumers in the magazine advertisement.