TV 광고의 광고소구 유형별 긍정적 광고 태도를 형성하는 감성요인 분석: 선호도, 효과성, 신뢰성, 정보성

Consumers who encounter numerous advertisements have cognitive and emotional aspects in forming advertisement attitudes to determine whether they are positive or negative advertisements. In the case of high-involvement and high-priced product advertisements, attitudes are often formed by judging from the cognitive aspect rather than the emotional aspect to prevent regrets after purchasing the product. Since they are not greatly influenced by choices, attitudes are often formed in the emotional aspect rather than the cognitive aspect. It can be said that the influence of advertising on consumers to form an attitude toward advertising and make product purchases is enormous. Four factors (preference, effectiveness, reliability, information) that form such a positive advertising attitude are four types of advertisements that focus consumers' attention (relevant advertisements (KB Financial Ads), pleasant advertisements (Canon Ad-Ahn Jung-hwan) Part), surprising advertisements (IBK advertisements-Songhae edition), and easy-to-handle advertisements (Yakult-1976 editions)))) We intend to conduct an exploratory study focusing on As a result of the study, in the case of relevant advertisements (KB Financial Ads), the more preference and reliability were increased, the more positive advertising attitudes were formed. The more reliable and informative the advertisement, the more positive attitude was formed. In the case of easy-to-handle advertisement (Yakult - 1976 edition), a positive attitude toward advertisement was formed when the advertisement had high preference and reliability, and the advertisement was informative and effective. Confirmed.