브랜드 가치별 정서적 광고소구에 관한 주관성 연구

Abstract

High technology development makes it difficult to differentiate in product quality or after sales service. Intangible disciplines such as brand image and emotional appeal are becoming more competitive edge than any other marketing endeavor. Brand value implies expected future income flow. This is based on the hypothesis of on-going brand preference. That is, emotion and value are linked closely. The purpose of this study is to understand how audiences react to the emotional advertising differentiated by the brand value. Based on the literature review, emotion is categorized by 4 sections; Happy, Anger, Sad, and Pleasure. 16 Q samples selected from the ‘2010 Korea top 100 brands’ of the Hankyung Business in 4 emotional sections and brand value rank accordingly by 2 copywriters of over 10 years career. 37 University students as P sample asked two times- first with brand blind, second with brand open- in one week difference. The result analyzed with QUANL proved 4 types each named: ‘careful happy’, ‘emotional brand’, ‘easy happy’, ‘flexible brand. The result shows that happy or pleasure appeal is more attractive than sad or anger regardless of the brand value. Uncertainty avoidance should be considered when developing the emotional advertising, Famous model is less important than the main message, that is, model itself failed to draw attention to emotional message and brand awareness is highly linked with every kind of emotional message. In short, emotional advertising could be more attractive when developing with positive emotions based on the strong brand power.