국내 자동차 광고의 크리에이티브 유형에 따른 커뮤니케이션 효과 연구

Abstract

Nowadays, so many new products come out in a day and the phenomenon of homoginization in making products are accelerating, so often that we even can not differentiate between qualitative differences. In this situation marketing communication thru ads is very important as a way to perceive brand awareness. As such determining the creative work is an important key point in enforcement of advertising and is one of main factors affecting brand communications. In other words, advertising effect is very important because it may be varied depending on the creative expression in advertisement. This study aims to derive the type of creative and effective automobile ads that can motivate consumers to purchase by recognizing the importance of automobile industry as an economic indicator and analyzing the status of domestics car ads. Thus, to measure the effectiveness of ads, I divided the independent variable as a creative ads type into two categories-the copy type and the visual type. The copy type-an emotional appeal and a rational appeal. The visual type-the proportion of products within the entire visual, the appearance of celebrity model and the appearance of obscure individuals model, Mondrian, grids, circus, picture windows, copy heavy, type specimen , color fields, frame type, etc. As a parameter in accordance with the creative types, I set up two class. 1, The consumers' characteristics that is demographic attributes; gender, age, educational background, occupation and incomes. 2, The consumers' style ; the style-oriented seeker, the status-oriented seeker, the idea-oriented seeker, the information seeker. As a dependent variable of advertising effect I analyzed 3 responses to advertising : cognitive response, emotional reaction and behavioral response. As a result, First, the emotional appeal was higher by 60% compare to the rational appeal in demographic characteristics and their affinity was very high by 70% among students or young ages and, depending on the type of consumers, the emotional appeal was favored by the style-oriented seeker, the idea-oriented seeker, the status-oriented seeker with the exception of the information seeker. Thus, the emotional appeal advertising is more effective than the rational appeal ads in the advertisement of car which especially women and young people wish to have. Second, the audiences' psychological reaction to ads was very effective in the cognitive response according to the copy type and consumers characteristics. This shows the importance of advertising effect ; ads are ineffective unless those are delivered to consumers no matter how creative ads are. Third, the product specific gravity less than 1/2 tend to be preferred very strongly as a whole on their visual type of domestic car ads when it comes to their product appearance (especially according to demographic characteristics in general). This means that showing the entire at a glance seems to be more effective than showing a partially enlarged car ads by closing up. And concerning with the ads model specially, in modern advertising the importance and influence of celebrity model in the advertising that the consumers feel have already been verified in many previous studies. And this study shows that overall 60% or more preferred celebrities. Considering the layout and the demographic characteristics, the images of advertising thru the model have a positive influence on the attitude of women and young people. This study is based on consistently measured 8 independent variables and shows that the preference for type specimen was absolute. This is very characteristic. Next, picture windows were preferred in the whole measurements. Overall, most consumers are in favor of product specific gravity less than 1/2 and it is judged that displaying the entire car image is much more effective in its advertising. Meanwhile, the style-oriented seeker, the status- oriented seeker and the idea-oriented seeker are in favor of celebrity model in connection with the ads model but the information-oriented seekers are in favor of the unknown model appearance and the style-oriented seeker, the status-oriented seeker are in favor of type specimen, the idea-oriented seekers are in favor of circus, the information-oriented seekers preferred picture windows in layout. Adversing effectiveness of cognitive response was higher across the type of layout. Forth, concerning with the audience's psychological reaction which is based on the customers characteristics and visual type, cognitive response to advertising was higher in all the independent variables such as layout celebrity model emergence and product specific gravity more than 1/2 and less in its size. The previous studies have shown that the visual effect is generally higher than the copy but this study showed that type specimen layout is very consistent, distinctly supported and preferred in measurements for each reaction. In other words, type specimen layout is not just a secondly but another independent means which can deliver the goal and concept of advertising depending on the copy attributes. Advertising were highly effective in cognitive reaction throughout the consumers' psychological responses to product gravity, the types of model and layout. This fact have validated vividly that the recognition of advertising is above all important for ads. As such, by proving the preferred and supported expressions in the various advertising parameters it is also turned out that we have to consider those expressions first for efficient representation of an advertisement. The survey implies that the creative types should be considered according to consumer attributes. Thru this when creating advertisements by considering more effective and creative advertising type, advertising itself will strengthen its effect and be a useful tool to advertisement producers for the future.