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ISSN : 1229-8778
This study is to look into how much the popularizations of the science technology has been achieved by analyzing contents of the science technology shown in the advertisements during the past twenty years and to present which way the science technology-related advertisements should go in the future by understanding how much it has been effective to convey the science technology to the public. For the study, we have analyzed the contents of the advertisements, the information related to the science technology, the visuals, and the models which are appeared in the five hundreds and thirty two science technology-related advertisements during the past twenty years. After the analysis, it is found out that, firstly, the science technology has been changing from the one for specific class to the one for numerous public. Secondly, the science technology is still described focusing on enterprise or products, not on human. Thirdly, the science technology only provides physical and sensual values, and it does not provide future-oriented values to the people. Fourthly, the science technology does not give good effect with regard to the attention, the memory, and the understanding. The results of this study will contribute to establish policies for the popularization of the science technology and to make the science technology-related advertisements.
Purpose of this study was to investigate the effecs of body-image perceptions on intentions of body-related consumptions in female. We hypothesized that ‘differences of the perceptions between one's own body image and ideal body-image’ will affect ‘intentios of body-related consumption’ through the effect on ‘body-esteem’. And ‘involvement to one's own body shape’ and ‘sense of control’ will have a function as moderators in the processes. Subjects were 354 female students who are attend 4 universities located in Seoul, Gyunggi, and Jeonlabul-Do areas. ‘Differences of the perceptions between one's own body image and ideal body-image’ revealed significant effect on ‘body-esteem’ and the ‘body-esteem’ had significant effect on the ‘intentios of body-related consumption’ and ‘experience to body-related consumptions’. But, the ‘involvement to one's own body shape’ didn't have interaction function with the ‘perceptions between one's own body image and ideal body-image’. The ‘sense of control’ interacted with the ‘body-esteem’ for the ‘intentions to do plastic surgery’, but not for the intentions to ‘take healty food’ and to ‘take body exercise’. The implications of these results were discussed and topics for future research were suggested.
Recently the medical advertising was permitted through mass media. This study was intended to verify the effects of the medical advertisement. The purpose of this study was to examine the message sources, model recognition and appeal type on the advertising effectiveness in medical advertisement. That is, the effects on the difference in medical advertisement according to a message source type and the recognition of the advertisement model and message appeal type has an influence on the medical advertisement. For this study, eight medical advertisements were manufactured. The subjects who participated in this experiment were 400 university students. The subjects were randomly assigned to eight treatment conditions associated with equivalent sex group. The advertising effectiveness measured attention, recognition, attitude and behavior of subjects. The results show that the significantly difference did not exist the advertisement effects according to a message sources. Second, The significantly difference appeared in the recognition reaction according to an advertisement model types and attitude of advertising and purchasing intention did not exist. Third, Rational appeal is more efficient than a emotional appeal in medical advertisement. We try to propose efficient medical advertisement manufacture strategy and the direction with efficient medical advertisement planning programming.
This study investigates the consumer self-regulation model and impulsive purchasing behavior. In the consumer self-regulation model, whether success of self-regulation depend on decision making. Good decision makers will be good self-regulators, good self-regulated consumers will experience successful consumption activity and desirable purchasing behavior. Also, I suggest impulsive purchasing behavior result from poor decision making. Therefore, poor decision makers will be poor self-regulators and will do impulsive purchasing behavior. As a result, 4 factors of self-regulation are decision making fallacy, decision making dependence, information awareness and use, and decision making confidence. In the former case, two factors are negative function of decision making. In the latter case, two factors are positive function of decision making. And good self-regulators are less impulsive purchasing consumers than poor self-regulators. Finally, theoretical and practical implications are discussed.
Most past lifestyle research have been conducted using the outdated lifestyle items. The outdated items could not reflect the rapidly changing people's lifestyle. In addition, only few studies had focused on women's cosmetic purchase behavior. Therefore, this study classified types of lifestyle for the cosmetic consumers and analyzed how purchasing behaviors and pursuing values are different based on the types of lifestyle. 20-30's women are selected as research sample because they actively purchase cosmetics and they are sensitive so that they often respond rapidly to marketing activities. Total 307 questionnaire were returned. Factor analysis and cluster analysis were conducted to classify types of lifestyle. The results of the cluster analysis have shown that there are four lifestyle classification: traditional solid type, well-being pursuit type, openness type, ostentation type. In addition, As the result of ANOVA test, cosmetic purchasing behavior and pursuing values are significantly different based upon types of lifestyle.