본문 바로가기
KERD
논문KCI 등재

The Impact of Celebrity Endorsement with Match-up Approach on Political Issue of Immigration

홍문기
한국PR학회 (Korean Academic Society For Public Relations)|2011.08|PR연구 (Journal of Public Relations)|제15권 제3호|pp. 176-203|DOI 10.15814/jpr.2011.15.3.176

1

조회

0

다운로드

4

인용

0

참고문헌

키워드

전문성신뢰성Expertise정보원 신뢰도Source CredibilityPolitical PRMatch-Up ApproachCelebrity EndorsementTrustworthnessSocial Attractiveness정치PR결합관계 연구유명인 지지(支持)사회적 매력
주제분류신문방송학

초록

This study examined the effect of celebrity endorsements in the political PR (Public Relations) context. Narrowing the focus to examine the influence of an expression of political opinion by a person with celebrity status, this study investigated the person’s response or attitude toward a mediated message and the effect of the congruence between the source and the message on the basis of the “match-up” hypothesis. In order to observe credibility and match-up source effect models to compare reactions to political expressions by politicians, athletes and entertainers,the current researcher asked 177 Korean immigrants (2nd/3rd generation)to read a feature magazine article containing an expression of political opinion made by an actor, athlete, or politician. This study found that the actors (M=5.78) were perceived more credible than politicians (M=3.61) or athletes (M=4.21), although politicians (M=4.25) were perceived more expertise than actors (M=2.31) or athletes (M=2.27).

Abstract

This study examined the effect of celebrity endorsements in the political PR (Public Relations) context. Narrowing the focus to examine the influence of an expression of political opinion by a person with celebrity status, this study investigated the person’s response or attitude toward a mediated message and the effect of the congruence between the source and the message on the basis of the “match-up” hypothesis. In order to observe credibility and match-up source effect models to compare reactions to political expressions by politicians, athletes and entertainers,the current researcher asked 177 Korean immigrants (2nd/3rd generation)to read a feature magazine article containing an expression of political opinion made by an actor, athlete, or politician. This study found that the actors (M=5.78) were perceived more credible than politicians (M=3.61) or athletes (M=4.21), although politicians (M=4.25) were perceived more expertise than actors (M=2.31) or athletes (M=2.27).

참고문헌 (49)

  1. Baker, M. J, "The impact of physically attractive models on advertising evaluations", Journal of Marketing Research, 14, pp.538~555 (1977)
  2. Basehart, John R, "Credibility of Source and of Self Attitude Change", In: Journalism Quarterly, 49, pp.742~745 (1972)
  3. Basil, M. D, "Identification as a mediator of celebrity effects", Journal of Broadcasting and Electronic Media, 40, pp.478~495 (1996)
  4. Berlo, D, "Dimensions for evaluation the acceptability of message sources", Public Opinion Quarterly, 33(Winter), pp.563~576 (1970)
  5. Caballero, M, "Effects of model attractiveness on sales response", Journal of Advertising, 13(1), pp.17~33 (1984)
  6. Chaikin, S, "Communicator physical attractiveness and persuasion", Journal of Personality and Social Psychology, 37, pp.1387~1397 (1979)
  7. Conley, D., "Jesse Ventura ™ and the brave new world of politainer politics", Journal of American and Comparative Cultures, 23(3), pp.49~60 (2000)
  8. Craig, S. C, "Assessing communication effects of energy conservation", Journal of Consumer Research, 3, pp.82~88 (1978)
  9. Crano, W. D, "Effects of sex, response order, and expertise in conformity: A dispositional Approach", Sociometry, 33, pp.239~252 (1970)
  10. Dholakia, R, "Highly credible sources: Persuasive facilitators or persuasive liabilities", Journal of Consumer Research, 3(March), pp.223~232 (1977)
  11. Erdogan, B. Z, "Selecting celebrity endorsers: The practitioner’s perspective", Journal of Advertising Research, 41(3), pp.39~48 (2001)
  12. Friedman, H, "Endorser effectiveness by product type", Journal of Advertising Research, 19, pp.63~71 (1979)
  13. Froehilch, R, "Framing political public relations: Measuring success of political communications strategies in Germany", Public Relations Review, 32(1), pp.18~25 (2006)
  14. Giffin, K, "The contribution of studies of source credibility to a theory of interpersonal trust in the communication process", Psychological bulletin, 68(2), pp.104~119 (1967)
  15. Gunther, A, "Attitude extremity and trust in the media", Journalism Quarte, 65(2), pp.279~287 (1987)
  16. Hartlaub, P, "Speaking their peace: For some celebrities, backing peace has its rewards", San Francisco Chronicle, Pg, 1 (2003)
  17. Herek, G. M, "Culturally sensitive AIDS educational videos for African American audiences: Effects of source, message receiver, and content", Journal of Community Psychology, 26, pp.705~743 (1998)
  18. Hovland, C. I, "The influence of source credibility on communication effectiveness", Public Opinion Quarterly, 15(4), pp.635~650 (1951)
  19. Hovland, C. I, "Communication and Persuasion, New Haven" (1953), CT: Yale University
  20. Joseph, B. W, "The credibility of physically attractive communication: A review", Journal of Advertising, 11(3), pp.15~24 (1982)
  21. Kahle, L, "Physical attractiveness of the celebrity endorser: A social adaptation perspective", Journal of Consumer Research, 11, pp.954~961 (1985)
  22. Kamins, M. A, "An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep", Journal of Advertising, 19(1), pp.4~13 (1990)
  23. Kanungo, R. N, "Effects of human models on perceived product quality", Journal of Applied Psychology, 57(2), pp.172~178 (1973)
  24. Keller, S, "Celebrities and politics: A new alliance", Research in Political Sociology, 2, pp.145~169 (1986)
  25. Kelman, H. C, "Compliance, identification, and internalization: Three processes of attitude change", Journal of Conflict Resolution, 2, pp.51~60 (1958)
  26. Kelman, H. C, "Process of opinion change", Public Opinion Quarterly, 25(1), pp.57~78 (1961)
  27. Koch, N, "Election 2004: Stars on the stump; Can Hollywood write the script for the campaign", Atlanta Journal-Constitution, Pg, 1 (2004)
  28. Lynch, J., "The match-up effect of spokesperson and product congruency: A schema theory interpretation", Psychology and Marketing, 11(5), pp.417~445 (1994)
  29. Marks, M. P, "The King’s new bodies: Simulating consent in the age of celebrity", New Political Science, 24(3), pp.371~394 (2000)
  30. Maurstad, T, "From Hollywood to Washington: Blurring the line between politics and pop culture" (2004), The Dallas Morning News
  31. McCroskey, J. C, "Scales for the measurement of ethos", Speech Monographs, 33, pp.65~72 (1966)
  32. McGuire, W. J, "Attitudes and attitude change. In:Handbook of Social Psychology", pp.136~314 (1985), New York: Random House
  33. Moloney, K, "Does political PR enhance or trivialise democracy? The UK general election 2001 as a contest between presentation and substance", Journal of Marketing Management, 17(9∼10), pp.957~968 (2001)
  34. Newcomb, T. M, "The Acquaintance Process, In Social Psychology" (1964), New York: Holt, Rinehart, and Winston
  35. Ohanian, R, "Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness", Journal of Advertising, 19(3), pp.39~52 (1990)
  36. Ohanian, R, "The impact of celebrity spokespersons’ image on consumers’ intention to purchase", Journal of Advertising Research, 31(1), pp.46~54 (1991)
  37. Roeper, R, "After the Oscars, all’s fair in Hollywood wars", Chicago Sun Times, 11 (2003)
  38. Simon, H. W., "Similarity, credibility, and attitude change: A review and a theory", Psychological Bulletin, 73(1), pp.1~16 (1970)
  39. Slater, M. D, "How message evaluation and source attributes may influence credibility assessment and belief change", Journalism and Mass Communication Quarterly, 73(4), pp.974~991 (1996)
  40. Solman, G, "Celebrity Endorsements: Decisive or Divisive", Adweek, 45(7), pp.11~ (2003)
  41. Solomon, M. R, "The beauty match-up hypothesis: Congruence between types of beauty and product images in advertising", Journal of Advertising, 21(4), pp.23~34 (1992)
  42. Soriano, C. G, "Candidates bask in Hollywood glamour, greenbacks", USA Today, 1 (2003)
  43. Stark, P, "Dixie Chicks Comments Spark Country Radio Boycotts", Billboard, 7 (2003)
  44. Sternthal, B., "The persuasive effect of source credibility: Tests of cognitive response", Journal of Consumer Research, 4(March), pp.252~260 (1978)
  45. Till, B D, "The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent, and brand beliefs", Journal of Advertising, 29(3), pp.1~14 (2000)
  46. Walther, J, "Is a picture worth a thousand words?: Photographic images in long-term and short-term computer-mediated communication", Communication Research, 28(1), pp.105~134 (2001)
  47. Whitehead, J. L, "Factors of source credibility", Quarterly Journal of Speech, 54(1), pp.59~63 (1968)
  48. Wu, C, "Susceptibility to persuasive appeals as a function of source credibility and prior experience with the attitude object", Journal of Personality and Social Psychology, 52(4), pp.677~688 (1987)
  49. Zillmann, D, "Effects of exemplification in news reports on the perception of social issues", Journal and Mass Communication Quarterly, 73(2), pp.427~444 (1996)

관련 논문AI추천

유명인의 사회적 발언과 이슈 지지 효과: 실험에 의한 영향력 검증안차수한국지역언론학회 · 언론과학연구2014 · 제14권 제2호How College Students’ Partisanship Affects their Attitudes Toward Political Ads : The Case of the 2012 General Election in South Korea지준형, 최진봉한국광고PR실학회 · 광고PR실학연구2014 · 제7권 제1호정치참여 연예인 및 인기 지식인의 선거 영향력: 유명인 호감과 의견일치정도가 후보지지에 미치는 영향안차수한국정치커뮤니케이션학회 · 정치커뮤니케이션연구2013 · 제31호Effects of Advertising depending upon Type of Advertising and Form of Advertising Model안호근, 양회창, 한상호한국유통과학회 · 유통과학연구2013 · 제11권 제11호The Reversed Effects of Advertising of Socially Controversial Products on Endorsers문정훈, 임현주, 정재석, 황서영한국마케팅학회 · 아시아마케팅저널2017 · 제19권 제2호유명인 모델의 브랜드 광고효과와 조화가설(Match-up Hypothesis)- 스포츠 스타와 유명 연예인모델 비교연구 -유재웅, 진용주사단법인 한국브랜드디자인학회 · 브랜드디자인학연구2012 · 제10권 제2호

이 간행물의 다른 논문 (5건)

트위터로 형성된 조직 - 공중 관계성이 공중의 갈등 해소 의지에 미치는 영향 : A 대학 트위터를 중심으로최혜민, 김효숙pp. 5-40CSR활동의 내부 마케팅 효과 연구 : 기업명성과 임직원들의 직무만족을 중심으로류지영, 윤각pp. 41-76Effects of Reputation and Congruence on Publics’ Evaluations of Corporate Social Responsibility이철한, 김병철pp. 77-101기업의 사회적 책임 활동이 공중관계성과 반기업정서에 미치는 영향최준혁pp. 102-143Placing Crisis Management Research in Context : An Analysis and a Call for the State of Crisis Management Research in Public Relations함창대, 황성욱, 글렌 카메론pp. 144-175
원문 보기