.png){kind=logo}
ISSN : 1229-8778
This study investigates whether headline copy and product type in visual metaphoric ads have an effect on ads effectiveness focusing on moderating effect on need for cognition. In this study, headline copies were manipulated by such that nonmetaphoric headline copy, metaphoric headline copy, and no headline copy, product types were manipulated by functional and hedonic product, and then consumer’s need for cognition was manipulated by low and high cognition level. This paper used a 3X2X2 between subject experiment design and then measured advertising effects. The research findings were as follows: First, there was a significant difference in the interaction effect between headline copy type and product type. In functional product, nonmetaphoric headline copy ads was most favored, and in hedonic product, metaphoric headline copy ads was most favored in ads effectiveness. Second, there was a significant difference in the interaction effect between headline copy type and need for cognition level. Compared with low need for cognition level, high need for cognition level was more favored on advertising effects. In low need for cognition level, nonmetaphoric headline copy and metaphoric headline copy were more favored than no headline copy ads, and in high need for cognition level, no headline copy was more favored than nonmetaphoric headline copy ads and metaphoric headline copy ads in ads effectiveness. Third, there was a significant three-way interaction effect among headline copy type, product type, and need for cognition. In low need for cognition, there was no significant difference in the interaction effect between headline copy type and product type on ads effectiveness. However, in high need for cognition, there was a significant difference in the interaction effect between headline copy type and product type on ads effectiveness. In addition, in high need for cognition level, functional product has a favored brand attitude on nonmetaphoric headline copy, and hedonic product has a favored brand attitude on metaphoric headline copy.
김건수 (2002). 은유와 광고. 영어영문학연구. 44(2), 11-33.
김규철 (2003). 광고에서 시각적 은유 메시지 수준별 기억효과와 심상정보처리효과. 한국광고홍보학회 준계학술대회. 143-161.
김요한 (2008). 브랜드 친숙도와 인지욕구에 따른 광고반복의 설득효과. 광고연구. 봄, 37-59
김철민 (2005). 인쇄광고에서 그림의 표현형식에 따른 기억효과. 한국심리학회지: 소비자․광고. 6(.2), 103-124.
박재진 (2008) 광고 표현수단의 변천에 관한 통시적 연구: 1960년대 이후 잡지광고를 중심으로. 10(3), 65-91.
백선기 (2010). 광고기호학. 커뮤니케이션북스.
성연신, 김숙진, 김미나 (2007). 효익 메시지의 위계성에 따른 광고효과: 제품 관여도의 조절 효과를 중심으로. 한국심리학회지: 소비자․광고. 8(1), 35-55.
안은미, 이병관 (2012). 시각적 은유광고의 이미지 표현방식이 광고에 대한 확산성과 관련성인식에 미치는 영향: 소비자 인지욕구의 조절효과를 중심으로. 광고학연구. 23(5), 215-233.
양웅, 김충현, 김태원 (2007). 광고표현 수사법에 따른 이해와 선호효과: 브랜드 인지도와 의미고정의 영향을 중심으로. 광고학연구. 18(2), 153-184.
양윤, 민재연 (2004). 무드, 정보처리유형 및 광고유형이 광고에 대한 감정, 인지반응과 광고태도에 미치는 영향. 광고학연구. 15(3), 7-37.
최은영, 황장선 (2011). 애매모호한 광고메시지의 광고효과: 인지욕구와 애매모호성의관용을 중심으로. 한국심리학회지: 소비자․광고 .12(2), 405-426.
최윤식 (2002). 인쇄광고의 시각적 은유에 관한 실험연구. 광고학연구. 13(5), 321-348.
제15회 한겨레 광고대상 http://www.hani.co.kr/ arti/economy/economy_general/562755.html
Alba, Joseph W., and J. Wesley Hutchinson (1987). Dimensions of Consumer Expertise. Journal of Consumer Research. 13(March), 411- 454.
Anand, Punam and Brian Sternthal (1989). Ease of Message Processing as a Moderator of Repetition Effects in advertising. Journal of Marketing Research. 27 (August), 345-353.
Black, M. (1962). Metaphor, In Model and Metaphor, Ithca, NY: Comelln Universitu Press.
Barthes, Roland (1986). The Rhetoric of the Image,: In The Responsibility of Forms. New York: Hill and Wang, 21-40.
Cacioppo, John T., and Richard E. Petty (1982). The “need for cognition”. Journal of Personality and social Psychology. 42(1), 116-131.
Cacioppo, John T., Richard E. Petty, and Chuan F. Kao (1984). The Efficient Assessment of Need for Cognition. Journal of Personality Assessment. 48(3), 306-307.
Chaudhuri, A., and Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing. 65(2), 81-93.
Edell, Julie A., and Richard Staelin (1983). The Information Processing of Pictures in Print advertisements. Journal of Consumer Research. 10(June), 45-61.
Goodstein, Ronald C. (1993). Category-Based Applications and Extensions in advertising: Motivating More Extensive AD Processing. Journal of Consumer Research. 20(1), 87-100.
Hirschman, E. C., and Holbrook, M. E. (1982). Hedonic consumption Emerging concepts, methods and propositions. Journal of Marketing. 46(3), 92-101.
Houston, Michael J., Terry L. Childers and Susan E. Heckler (1987). Picture-Word Consistency and the Elaborative Processing of advertisements. Journal of Marketing Research. 24(November), 359-369.
Kardes, F. R. (1988). Spontaneous inference process in advertising: The effects of conclusion omission and involvement on persuasion. Journal of Consumer Research. 15(September), 225-233.
Kardes, F. R. (1993). Consumer Inference: Determinants, Consequences, and Implications for advertising,: Aadvertising Exposure, Memory, and Choice, Andrew A. Mitchell, ed., Hillsdale, NJ: Lawrence Erlbaum Associates, Inc., 163-191.
Keller, K. L.. (1993). Conceptualizing, Measyring, and Managing Customer Based Brand Equity. Journal of Marketing. 59, 1-22.
Kisielius, Jolita (1982). The Role of Memory in Understanding Advertising Media Effectiveness: The Effect of Imagery on Consumer Decision Making. in Advances in ConsumerResearch, 9, Andrew Mitchell, ed., Provo, UT: Association for Consumer Research, 183-186.
Kisielius, Jolita., and Brian Sternthal (1986). Examining the Vividness Controversy: An Availability- Valence Interpretation, Journal of Consumer Research. 12(4), 418–431.
Laurent, G., and Kapferer, J-N (1986). Measuring consumer involvement profiles. Journal of Marketing Research. 22(February), 41-53.
Leigh, James H. (1994). The Use of Figures of Speech in Print Ad Headlines. Journal of Advertising. 23(2), 17-33.
Lutz, Kathy A., and Richard J. Lutz (1977). Effects of Interactive Imagery on Learning: Application to Advertising. Journal of Applied Psychology. 62(4), 493-498.
MacKenzie, Scott B., and Richard L. Lutz (1989). An Empirical Examination of the Structural Antecedents of Attitude Toward the advertisement in an advertising Pretesting Context. Journal of Marketing. 53(April), 48-65.
McQuarrie, Edward F., and David G. Mick (1992). On Resonance: A Critical Pluralistic Inquiry into advertising Rhetoric. Journal of Consumer Research. 19(September), 180-197.
McQuarrie, Edward F., and David G. Mick (1996). Figures of Rhetoric in Advertising Language. Journal of Consumer Research. 22(March), 424-438.
McQuarrie, Edward F., and David G. Mick (1999). Visual Rhetoric in advertising: Text-Interpretive, Experimental, and Reader-Response Analyses. Journal of Consumer Research. 26(June), 37-54.
McQuarrie, Edward F., and Barbara J. Phillips (2005). Indirect Persuasion in advertising: How Consumers Process Metaphors Presented in Pictures and Words. Journal of advertising. 34(2), 7-20.
Mick, David Glen (1992). Levels of Subjective Comprehension in advertising Processing and Their Relations to advertisement Perceptions, Attitudes, and Memory. Journal of Consumer Research. 18(4), 411-424.
Mick, David Glen and Laura G. Politi (1989). Consumers' Interpretations of advertising Imagery: A Visit to the Hell of Connotation. Interpretive Consumer Research, Elizabeth Hirschman, ed., Provo, UT: Association for Consumer Research, 85-96.
Mothersbaugh, David L., Bruce A. Huhmann, and George R. Franke (2002). Combinatory and Separative Effects of Rhetorical Figures on Consumers' Efforts and Focus in advertisement Processing. Journal of Consumer Research. 28(March), 589-602.
Oliver, Richard L., Thomas S. Robertson, and Deborah J. Mitchell (1993). Imaging and Analyzing in Response to New Product Advertising. Journal of Advertising, 22(4), 35- 50.
Park, C., and Moon, B. (2003). The relationship between product involvement and product knowledge: Moderating roles of product type and product knowledge type. Psychology and Marketing. 20(11), 977-997.
Peracchio, Laura A., and Joan Meyers-Levy (1994). How Ambiguous Cropped Objects in advertisement Photos Affect Product Evaluations. Journal of Consumer Research. 21(June), 190-204.
Phillips, Barbara J. (1997). Thinking Into It: Consumer Interpretation of Complex Advertising Images. Journal of advertising. 26(2), 77-87.
Phillips, Barbara J. (2000). The Impact of Verbal Anchoring on Consumer Response to Image advertisements. Journal of advertising. 29(1), 15-25.
Phillips, Barbara J., and Edward F. McQuarrie (2003). The Development, Change, and Transformation of Rhetorical Style in Magazine Advertisements, 1954-1999. Journal of advertising. 31(4), 1-13.
Phillips, Barbara J., and Edward F. McQuarrie (2004). Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising. Marketing Theory. 4 (1/2), 113-136.
Rossiter, John R., and Larry Percy (1983). Visual Communication in advertising: In Information Processing Research in advertising, Richard Jackson Harris, ed., Hillsdale, NJ: Lawrence Erlbaum Associates, 83-125.
Sawyer, Alan G., and Daniel J. Howard (1991). Effects of Omitting Conclusions in advertisements to Involved and Uninvolved Audiences. Journal of Marketing Research. 28(November), 467-474.
Shimp, T. A., Urbany, J. E., and Camlin, S. E. (1988). The use of framing and characterization for magazine advertising of mass-marketed products. Journal of advertising. 17(1), 23-30.
Solomon, Michael R. (1983). The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective. Journal of Consumer Research. 10(3), 319-329.
Stayman, D. M., and Kardes, F. R. (1992). Spontaneous inference processes in advertising: effects of need for cognition and self-monitoring on inference generation and utilization. Journal of Consumer Psychology. 1(2), 125-142.
Stern, Barbara (1990). Beauty and Joy in Metaphorical Advertising: The Poetic Dimension, in Advances in Consumer Research, 17, Gerald J. Gorn, Marvin E. Goldberg, and Richard W. Pollay, eds., Provo, UT: Association for Consumer Research, 71-77.
Thorson, Ester (1990). Consumer Processing of advertising: Current Issues and Research in advertising, Janis H. Leigh and Claude Martin, Jr., eds., Ann Arbor, MI: University of Michigan School of Business, 197-230.
Tom, Gail, and Anmarie Eves (1999). The Use of Rhetorical Devices in advertising. Journal of advertising Research. 39(July/August), 39-43.
Toncar, Mark, and James Munch (2001). Consumer Response to Tropes in Print advertising. Journal of advertising. 30(1), 55-65.
Ward, James and William Gaidis (1990). Metaphor in Promotional Communication: A Review of Research on Metaphor Comprehension and Quality. Advances in Consumer Research, 17, Marvin E. Goldberg, Gerald Corn and Richard W. Pollay, eds., 636-642.
Wolf, H. (1988). Visual thinking: Method for making images memorable. New York: Rizzoli.