바로가기메뉴

본문 바로가기 주메뉴 바로가기

logo

The Effects on Message Sourses, Model recognition and Appeal Type in Advertising of Medical Advertisement

Abstract

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.

keywords
Message source, Model recognition, Appeal type, Medical advertisement

Reference

1.

유승엽, (2004) 스포츠 스타모델의 이미지, 제품 속성 및 광고배경이 광고효과에 미치는 영향, 미디어 경제와 문화

2.

이명천, (2005) 광고학 개론 , 커뮤니케이션북스

3.

이선영 , (1994) 광고에 대한 태도의 변화에 관한 연구,

4.

이영선, (1987) 광고모델의 공신력과 광고효과에 관한 연구 ,

5.

이우철 , (2003) 광고메시지 소구 방식이 소비자 태도에 미치는 영향 ,

6.

이정행, (1998) 광고모델 유형과 관여도 간의 상호작용 효과 연구,

7.

이진수, (1996) 광고호소 유형과 정보처리 스타일이 소비자 반응에 미치는 영향,

8.

이학식, (2003) 소비자행동, 법문사

9.

이해석 , (2003) 광고 소구유형과 자기검색도가 광고효과에 미치는 영향에 관한 연구,

10.

SBS, (2005) 8시뉴스, 5월 13일 ,

11.

Atkin, C. , (1983) Effectiveness of celebrity endorsers, Journal of advertising Research

12.

Freiden, , (1982) An evaluation of spokesperson and vehicle source effect in advertising, Current Issue and Research in Advertising

13.

Friedman, H.H, (1979) Endorser effectiveness by product type,

14.

Hovland, C. I, (1953) Communication and Persuasion: New Haven, Yale University Press

15.

Homer, P. M, (1990) The mediating role of attitude toward the ad: Some additional evidence, Journal of Marketing Research

16.

Kahle, L. R, (1985) Physical attractiveness of the celebrity endorser: A social adaptation perspective, Journal of Consumer Research

17.

Kamen, J. M, (1975) What a spokesman does for a sponsor, Journal of Advertising Research

18.

Kamins, M. A, (1989) “Celebrity and non celebrity advertising in a two-sided context”, Journal of Advertising Research

19.

Kamins, M. A, (1990) An investigation into the match up hypothesis in celebrity advertising: When beauty may be only skin deep, Journal of Advertising

20.

Liu, S. S, (1987) Effects of message modality and appeal on advertising acceptance, Psychology and Marketing

21.

Mackenzie, S. B, (1986) The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations, Journal of Marketing Research

22.

Mathur, L. K, (1997) The wealth of effects associated with a celebrity endorser, Journal of Advertising Research

23.

McCracken. G. , (1989) Who is celebrity endorser? Cultural foundations of endorsement process, Journal of Consumer research

24.

McGuire, W. J. , (1969) The nature of attitudes and change ; Handbook of Social Psychology, 2nd , Mass.: Addison-Wesley

25.

Mowen, J. C, (1980) On explaining and predicting the effectiveness of celebrity endorsers, Proceedings, AMA

26.

Peterson, R. A, (1992) Effects of advertising customer satisfaction claims on consumer attitude and purchase intention, Journal of advertising Research

27.

Puto, C. P, (1984) Informational and transformation advertising: The different effect or time, Advertising in Consumer Research,

28.

Ray, Michael L. , (1971) A laboratory study for estimating the repetition function for advertising media models, Journal of Marketing Research

29.

Reidenbach, R. E, (1986) Not all CEOs are created equal as advertising spokespersons: Evaluating the effective CEO spokesperson, Journal of Advertising

30.

Sternthal, B, (1978) Persuasive effect of source credibility , Journal of Consumer Research

31.

Tapp, S. R, (1990) Endorsement and non-endorsement copy: The influence of celebrity credibility on two conditions of non-endorsement copy, A paper presented at the conference of American Academy of Advertising

32.

Tom, G. c., , (1992) The use of created versus celebrity spokesperson in advertisement , The Journal of Consumer Marketing

33.

Rubin, V, (1982) Company president versus spokesperson in TV commercial, Journal of Advertising Research

34.

Yoon, K, (1992) Involvement level and mediating role of attitude toward the advertising ; Processing of 1992 Conference of American of advertising , American Academy of advertising

logo