미디어 유형과 메시지 소구방식이 금연에 대한 감정인식과 인지 및 태도와 의도에 미치는 영향에 대한 연구: TV와 스마트폰 금연 공익광고 비교를 중심으로
A Study on the Effect of Emotion Awareness, Perception, Attitude and Intention of Nonsmoking by Media Types and Appealing of Message:Focusing on Comparison with Nonsmoking Public Advertisement of TV and Smartphone
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
This study analyzes how media types such as TV and smart media and methods appealing message such as information presentation way and emotion presentation way influence to the emotion awareness(positive awareness, negative awareness) and the perception of advertisement(information, reliability, attention). Also, this study analyzes the variable of attitude on stopping smoking. Research results shows that the users who watch the nonsmoking public advertisement of information presentation way using smart media represent negative emotion awareness. On the other hand, the users who watch the nonsmoking public advertisement of emotion presentation way through TV show the highly positive emotion awareness. In the aspect of advertisement perception, the case of viewing nonsmoking advertisement on information presentation way through TV media show the highly reliability and attention of perception. Information of perception is influenced by the methods appealing advertisement message rather than media difference between TV and smart media. As the result of variable of attitude of nonsmoking, a negative and positive emotion awareness of nonsmoking advertisement is influencing to attitude of nonsmoking. Reliability and attention except information of the perception of advertisement significantly influence the attitude of nonsmoking. In addition, the attitude of nonsmoking has influence on the intention of nonsmoking. This result implies the media campaigning and message strategy of public advertisement have to be changed and applied in smart media environment.
Abstract
This study analyzes how media types such as TV and smart media and methods appealing message such as information presentation way and emotion presentation way influence to the emotion awareness(positive awareness, negative awareness) and the perception of advertisement(information, reliability, attention). Also, this study analyzes the variable of attitude on stopping smoking. Research results shows that the users who watch the nonsmoking public advertisement of information presentation way using smart media represent negative emotion awareness. On the other hand, the users who watch the nonsmoking public advertisement of emotion presentation way through TV show the highly positive emotion awareness. In the aspect of advertisement perception, the case of viewing nonsmoking advertisement on information presentation way through TV media show the highly reliability and attention of perception. Information of perception is influenced by the methods appealing advertisement message rather than media difference between TV and smart media. As the result of variable of attitude of nonsmoking, a negative and positive emotion awareness of nonsmoking advertisement is influencing to attitude of nonsmoking. Reliability and attention except information of the perception of advertisement significantly influence the attitude of nonsmoking. In addition, the attitude of nonsmoking has influence on the intention of nonsmoking. This result implies the media campaigning and message strategy of public advertisement have to be changed and applied in smart media environment.
참고문헌 (24)
- 이경렬, "정부광고의 효율적인 매체 집행을 위한 가이드라인 연구", GRI연구논총, 16(3), pp.495~528 (2014), 경기개발연구원
- Chaiken, S, "Communication modality as a determinant of message persuasiveness and message comprehensibility", Journal of Personality and Social Psychology, 34, pp.605~614 (1976)
- 이재신, "미디어 형식과 위험 메시지 구성이 감정적 위험인식과 행위의도에 미치는 영향", 인지과학, 23(4), pp.457~485 (2012), 한국인지과학회[DOI]
- Bagozzi, R. P. A. M., "The Construct Validity of the Tripartite Classification of Attitudes", Journal of Marketing Research, 16, pp.88~95 (1979)
- Bagozzi, R.P., "Attitudes, intentions, and behavior: A test of some key hypotheses", Journal of Personality and Social Psychology, 41, pp.607~627 (1981)
- Kerlinger, F.N., "Liberalism and conservatism: The nature and structure of social attitudes" (1984), L, Erlbaum
- Breckler, S.J., "Empirical validation of effect. behavior, and cognition as distinct components of attitude", Journal of Personality and Social Psychology, 47, pp.1191~1205 (1984)
- 김준홍, "사회적 자본, 신체활동 그리고 주관적 건강: 구조방정식 모형 검증을 통한 정책의 근거 모색", 보건과 사회과학, (28), pp.61~90 (2010), 한국보건사회학회
- Park EJ, "Causal Relationships of Purchase Intentions and Affective Responses on Apparel Advertising", The Journal of The Korean Society of Costume, 29, pp.39~51 (1996)
- Kook SM, "In the public service advertisement watching hour advertisement consumers the effect where the reaction of the sentiment which appears goes mad to an advertisement effect", Master, pp.2007
- 이종길, "스포츠 광고에 대한 인지적 판단 및 감정 반응과 광고 효과", 한국체육학회지, 51(5), pp.345~358 (2012), 한국체육학회
- Mackenzie S. B., "The role of attitude toward the ad as a mediator of advertising effectiveness", Journal of. Marketing Research, 23(2), pp.130~143 (1986)
- Lee SB, "The handbook of marketing advertisement scale" (2000), Hakjisa
- 허철무, "광고메시지 신뢰성과 광고태도, 금연의도에 대한 스포츠모델 및 메시지 유형별 효과", 한국스포츠산업경영학회지, 18(2), pp.17~28 (2013), 한국스포츠산업경영학회
- 김철민, "인쇄광고에서 그림과 언어 카피의 상호작용", 한국심리학회지: 소비자·광고, 7(3), pp.351~376 (2006), 한국소비자·광고심리학회
- 김지영, "인터넷 배너 속의 여성:성적 광고의 광고효과", 한국심리학회지:여성, 10(3), pp.321~344 (2005), 한국여성심리학회[DOI]
- 김성윤, "인터넷 기사의 맥락과 광고 소구유형에 따른 광고 주목도와 광고태도에 관한 연구", 디지털디자인학연구, 13(3), pp.531~541 (2013), 한국디지털디자인학회[DOI]
- Gao. Y., "Perceptual antecedents of user attitude in electronic commerce", The Database for Advances of Information Systems, 37(2, pp.3) (2006), 42~50
- 하성호, "스마트폰 환경에서의 광고효과 분석 : 광고 사용자와 광고 제공자의 인식차이 비교", 한국전자거래학회지, 16(4), pp.221~239 (2011), 한국전자거래학회
- Lutz, Richard J., "Psychological Processes and Advertising Effects", pp.45~64 (1985), Lawrence Erlbaum Associates
- 이민진, "공포수준, 공포유형 및 자기감시가 공익광고의 설득효과에 미치는 영향", 광고연구, (75), pp.187~212 (2007), 한국방송광고공사
- Visschers R. G., "Treatment strategies in 135 consecutive patients with enterocutaneous fistulas", World Journal of Surgery, 32, pp.445~453 (2008)
- 김나미, "광고 주제와 소구 유형 및 모델이미지에 따른 공익광고 효과", 광고학연구, 26(2), pp.317~341 (2015), 한국광고학회
- 황경아, "다문화 공익광고의 메시지 유형이 수용자의 신념과 태도에 미치는 효과: 실험을 통한 양적 분석과 발성사고법(Think Aloud)을 통한 질적 분석", 미디어, 젠더 & 문화, (22), pp.257~293 (2012), 한국여성커뮤니케이션학회[DOI]