본 연구는 시각적 은유광고에서 헤드라인 카피와 제품유형이 광고효과에 미치는 영향을 소비자 인지욕구를 중심으로 광고효과를 분석하였다. 헤드라인 카피는 표현의 명시적 성격에 따라 헤드라인 직유카피, 헤드라인 은유카피, 헤드라인 무카피로 분류하였으며, 제품유형은 기능제품과 쾌락제품으로, 인지욕구는 낮은 인지욕구 수준과 높은 인지욕구수준으로 조작하여, 3X2X2 집단 간 실험설계로 광고효과를 측정하였다. 본 연구의 연구결과를 요약하면 다음과 같다. 첫째, 시각적 은유광고에서 헤드라인 카피유형의 광고효과는 제품유형에 따라 차이를 보였다. 기능제품은 쾌락제품보다 비 은유적인 헤드라인 카피의 광고효과가 더 호의적으로 나타났다. 쾌락제품은 기능제품보다 은유적인 헤드라인 카피의 광고효과가 더 호의적으로 나타나 제품유형에 따라 헤드라인 카피유형의 광고효과에 차이가 있음을 알 수 있었다. 둘째, 헤드라인 카피유형의 광고효과는 소비자 인지욕구 수준에 따라 차이가 있었는데, 인지욕구가 높은 집단이 인지욕구가 낮은 집단보다 헤드라인 카피유형에 따른 광고효과가 더 호의적으로 나타났다. 인지욕구가 낮은 집단은 헤드라인 직유 또는 은유카피의 광고효과가 가장 호의적으로 나타났으며, 인지욕구가 높은 집단은 헤드라인 무카피의 광고효과가 가장 호의적인 것으로 나타났다. 셋째, 제품유형에 따른 헤드라인 카피유형의 광고효과를 인지욕구에 따라 분석한 결과 인지욕구가 낮은 집단은 헤드라인 카피유형과 제품유형 간 상호작용이 통계적으로 유의하지 않게 나타났다. 하지만 인지욕구가 높은 집단은 헤드라인 카피유형과 제품유형 간 상호작용이 유의한 것으로 나타났다. 뿐만 아니라 인지욕구가 높은 집단에서 기능제품은 헤드라인 무카피의 광고태도가 가장 호의적인 것으로, 쾌락제품은 헤드라인 은유카피의 광고태도가 가장 호의적인 것으로 나타났다.
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.
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