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ISSN : 1229-8778
This study focus on functions and effects of advertising that has been surrounded by the changing environmental factors. In particular, the purpose of the present study is to examine net generation's experience and practical application of advertisements for suggesting the future directions of advertising research and practice. Using FGI with net generation showed the following results. Net generation only contacted to TV ads among mass media. They understood advertising as a genre of art and index of social trend. They experienced various affective and cognitive experiences. Especially they was immersed in advertisement in a moment. Finally, we discussed suggestions toward future consumer and advertising research.