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ISSN : 1229-8778
The purpose of this study is to examine the effects of korean-appeal ads according to the strength of korean-appeal ads. Especially, this study examined the influence of image that korean people have about their nation on advertising effect of Korean-appeal ads. An experiment is conducted in a 2(the strength of korean-appeal ads: strong and weak) × 2(image for Korea: traditional and recent) factorial design to test hypotheses. 241 undergraduate students participate in the experiment as subjects. The main results are as follows: The interaction effect on the attitude toward ad between the traditional-oriented tendency of image and the strength of korean-appeal ads was found. In detail, people who had traditional-oriented image preferred the ad which the strength of korean-appeal ad was strong to the ad which the strength of korean-appeal ad was weak, but people who had recent-oriented image were opposite. In case of the attitude toward brand, the interaction effect between the traditional-oriented tendency of image and the strength of korean-appeal ads was not significant, although tendency was found. In conclusion, the results show that the effects of the korean-appeal ad may be dependent on the image for Korea. The implication and limitations of this research are discussed.
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