중첩모델 광고 전략과 제품관여도에 따른 광고효과 연구
A Study on Advertisement using Duplicating Models and its Effectiveness depending on the Level of Significance of the Product over the Consumer’s interest
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The model that represents the product in advertisement plays a major part. In attempts to get their message across more clearly, or strongly convince the buyer, the advertiser wants the model to have sufficient public confidence and look more attractive. Therefore, one can see a number of specific big-name celebrities increasingly appear on advertising materials. Such frequent appearance of well-known models, however, leads to few problems where the celebrities are exposed too often and also for too many companies at once. In effort to resolve these issues and maximize the attention given by the consumers, advertisers and producers are displaying the duplicated-portrait of the model. This Study compares two versions of printed advertisement, where, in one, the model is appeared in single and in the other, he/she is duplicated. For the result, the level of effectiveness derived from each case will be presented. The shorten conclusion of the Study is that, the image of duplicated model shown in the advertisement for “Significant Products”; ones that consumers are willing to spend more of their time and money on, is proven to be more effective, and also, the two different sexes did not differ in their ways of reacting to these images of duplicated model. Overall, one can recognize that the Duplication of model is an effective way to advertise a product.
Abstract
The model that represents the product in advertisement plays a major part. In attempts to get their message across more clearly, or strongly convince the buyer, the advertiser wants the model to have sufficient public confidence and look more attractive. Therefore, one can see a number of specific big-name celebrities increasingly appear on advertising materials. Such frequent appearance of well-known models, however, leads to few problems where the celebrities are exposed too often and also for too many companies at once. In effort to resolve these issues and maximize the attention given by the consumers, advertisers and producers are displaying the duplicated-portrait of the model. This Study compares two versions of printed advertisement, where, in one, the model is appeared in single and in the other, he/she is duplicated. For the result, the level of effectiveness derived from each case will be presented. The shorten conclusion of the Study is that, the image of duplicated model shown in the advertisement for “Significant Products”; ones that consumers are willing to spend more of their time and money on, is proven to be more effective, and also, the two different sexes did not differ in their ways of reacting to these images of duplicated model. Overall, one can recognize that the Duplication of model is an effective way to advertise a product.
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