광고 크리에이티브에 대한 윤리적 지향 가치와 규제 인식이 광고 소구에 대한 태도에 미치는 영향

Abstract

The purpose of this study is to examine the relationship among ethical intention on ad creative, consumers' perceptions on ad regulation, attitudes toward ad appeal, and the possibility of negative word-of-mouth(WOM) on sex-appeal ads and advertisers using the appeal strategically. Ethical intention on ad creative was divided into deontology-based intention and teleology-based intention. Consumers' perceptions on ad regulation were categorized into agreement to reinforce ad regulation and agreement to mitigate ad regulation. As results, consumers with deontology-based ethical intention on ad creative are more related to reinforcing ad regulation than consumers with teleology-based ethical intention are. Consumers with teleology-based ethical intention on ad creative show a more significant relationship with mitigating ad regulation. Furthermore, consumers with deontology-based ethical intention on ad creative have negative perceptions on usability of sex-appeal as an ad recall tool, otherwise, consumers with teleology-based ethical intention on ad creative have relatively positive perceptions on usability of sex-appeal as an ad recall tool. Consumers' who support reinforcing ad regulation have negative perceptions on usability of sex-appeal as an ad recall tool, otherwise, consumers' who agree mitigating ad regulation have relatively positive perceptions on usability of sex-appeal as an ad recall tool. Also, consumers with deontology-based ethical intention on ad creative show a higher possibility of negative WOM on both a sex-appeal ad and an advertiser using the appeal strategically. Consumers with teleology-based ethical intention on ad creative show a lower possibility of negative WOM on both a sex-appeal ad and an advertiser using the appeal strategically. Consumers who support reinforcing ad regulation show a higher possibility of negative WOM on both a sex-appeal ad and an advertiser using the appeal strategically. Consumers who support mitigating ad regulation show a lower possibility of negative WOM on both a sex-appeal ad and an advertiser using the appeal strategically. Consumers' perceptions on the usability of sex-appeal as an ad recall tool show a significant relationship with the possibility of negative WOM on both the ad and the advertiser. It indicates some ad appeal strategies intended by advertisers may cause an unexpectedly negative WOM on ad and advertisers, so they could build ‘the phenomena of encroaching on essence by shadow’. It also suggests ‘ethics’ superiority to hedonism’ in which enjoyable ads are not always valued as recommendable ads. This research has the following significance. First, this research applies ad creative regarded as subjective characteristics and ethical philosophy regarded as abstract and non-measurable concept into ad business as one of the major practical fields in our society by using interdisciplinary and quantitative perspectives. Second, this research suggests the need to maintain a balanced viewpoint between micro-managerial and macro-environmental approaches on ad phenomena by arousing consumers' perceptions on ad regulation that are closely related to various interactions with a social system. Third, It cross-considers the factors of both ethical intention on ad creative and consumers’ perceptions on ad regulation, and examines their segmented and integrated effects on consumers' perceptions on sex-appeal used as a strategic tool for ad recall. Fourth, even though former research has mainly been focused on the favorable effects of word-of-mouth, this research concentrates on the negative effect of word-of-mouth, which is reflected by considering consumers' propensity to avoid ads.