기업의 사회적 책임(CSR)을 소재로 한 광고의 설득효과 연구

The goal of CSR advertising is to create a positive image for the company through itsresponsible role performance as a member of society. Regardless of the intentions ofcompanies, however, consumers can interpret CSR advertising negatively such asbeing artificial and taking credit to themselves since CSR messages can result indifferent interpretations among diverse consumer groups. This study thus set out tosearch for CSR advertising communication strategies to satisfy consumers. Specifically, the study judged that consumers' attitudes toward advertisements andcorporations would vary according to the expression types of CSR advertising anddefined CSR advertising messages according to the direct and indirect delivery typesand the expressive forms of advertising around visuals and texts, thus checking theireffects. The investigator made four advertisements and conducted an experiment withthem among 440 male and female college students in Daejeon and ChungnamProvince. As a result, the direct delivery type, which presented CSR advertisingmessages specifically, had more positive impacts on consumers' attitudes towardadvertisements and corporations than the indirect one. In addition, the visual-basedexpressive forms of CSR advertising had more positive impacts on consumers'attitudes toward advertisements and corporations than the text-based ones.Furthermore, the study checked interactions between the delivery types andexpressive forms and found that the visual-based direct delivery type had the mostpositive effects on consumers' attitudes toward advertisements and corporations.