.png){kind=logo}
ISSN : 1229-8778
This study presents an analysis of information content in Korean magazine advertisements in 2004. This study proposes an extended framework which consists of 25 information cues including 14 cues of Resnik and Stern's(1977) classification. The results show that number of information cues in magazine ads examined is 3.86 on average and 97.5% of the ads contain more than one ad. It is also found that more than half of the ads contain three to five information cues. The type of information featured most is website information followed by availability, performance, and components/contents. It is observed that the amount and type of information featured in the ads differ significantly depending on visual-copy relationships and product types in terms of information processing and consumption value. This study provides an updated data of the amount and type of information in Korean magazine ads. Implications of the findings are discussed in relation to the need for further research on developing an extended framework and assessing informativeness of magazine ads.
김유경, (2002) 한`중`미 홈페이지 광고의 정보내용에 관한 비교 연구: 정보문화와 인터넷 환경요인을 중심으로, 광고학 연구
문영숙, (1995) 잡지광고의 정보내용 분석연구, 광고연구(여름호)
문영숙, (2004) 텔레비전 광고의 미세자막(fine Print)분석 연구, 광고학연구
문영숙, (2006) 잡지광고의 정보성 변화에 대한 시차분석연구, 언론정보연구
김충현 ; 양웅, (2005) 광고표현의 수사적 특징 변화 연구- 1993년∼2003년 국내 잡지광고를 대상으로, 광고연구
윤성욱 ; 김성재 ; 문재학, (2007) 한국-미국 잡지광고의 정보단서에 관한 비교연구, 한국심리학회지: 소비자·광고
이병관 ; 문영숙, (2007) 광고 비주얼과 카피의 구조적 관계유형 분석연구, 한국심리학회지: 소비자·광고
전영우, (1997) 우리나라 잡지광고가 전달하는 정보량과 정보유형의 변화추이에 관한 연구, 광고연구(겨울호)
Abernethy, A. M, (1996) The Information Content of Advertising: AMeta Analysis, Journal of Advertising
Ang, S. H, (2006) The influence of metaphors and product type on brand personality perceptions and attitudes, Journal of Advertising
Babin, N. J, (1994) Work and/or fun: Measuring hedonic and utilitarian shopping value, Journal of Consumer Research
Carroll, B. A, (2006) Some antecedents and outcomes of brand love, Market Letters
Chandon, P, (2000) A benefit congruency framework of sales promotion effectiveness, Journal of Marketing
Darby, M. R, (1973) Free competition and the optimal amount of fraud, Journal of Law and Economics
Fishbein, M, (1981) Acceptance, yielding, and impact: Cognitive process in persuasion. In Cognitive Response in Persuasion, Hillsdale, NJ
dell, J. A, (1983) The information processing of pictures in print advertisements, Journal of Consumer Research
Harmon, R. R, (1983) The information content of comparative magazine advertisements, Journal of Advertising
Hirschman, E. C, (1982) Hedonic consumption: Emerging concepts, methods and propositions, Journal of Marketing
Houston, M. J, (1987) Picture-word consistency and the elaborative processing of advertisements, Journal of Marketing Research
HRC, (2005) Media Index,
Krishnan, B. C, (2001) Brand equity: Is it more important in services?, Journal of Services Marketing
Laurent, G, (1985) Measuring consumer involvement profiles, Journal of Marketing Research
Lord, K. R, (1998) Communicating in print: Comparison of consumer responses to different promotional formats, Journal of Current Issues and Research in Advertising
Marquez,F.T, (1977) Advertising content: Persuasion, information or intimidation?, Journalism Quartely
McQuarrie, E. F, (1992) The resonance: A critical pluralistic inquiry into advertising rhetoric, Journal of Consumer Research
McQuarrie, E. F, (1996) Figures of rhetoric in advertising language, Journal of Consumer Research
McQuarrie, E. F, (1999) Visual rhetoric in advertising: Text-interpretive, experimental, and reader-response analyses, Journal of Consumer Research
McQuarrie, E. F, (2003) Visual and verbal rhetorical figures under directed processing versus incidental exposure to advertising, Journal of Consumer Research
Miracle, G. E, (1993) Information in Japanese and U. S. television advertising, AAA Proceedings
Mittal,B, (1989) Measuring purchase-decision involvement, Psychology & Marketing
Moon, Y. S, (1987) The Information Content of Domestic and International Advertising: An Analysis of Korean Magazine Ads. AMA Educators’ Proceedings, Chicago: American Marketing Association, 98
Moon, Y. S, (1996) The Changing Information Content of Advertising: A Longitudinal Analysis of Korean Magazine Ads, Advances in International Marketing
Morgan, S. E, (1999) The message is in the metaphor: Assessing the comprehension of metaphors in advertisements, Journal of Advertising
Nelson,P, (1970) Information and consumer behavior, Journal of Political Economy
Nelson,P, (1974) Advertising as information, Journal of Political Economy
Park, C, (2003) The relationship between product involvement and product knowledge: Moderating roles of product type and product knowledge type, Psychology & Marketing
Perreault, W. D, (1989) Reliability of nominal data based on qualitative judgments, Journal of Marketing Research
Petty, R. E, (1981) Personal involvement as a determinant of argument-based persuasion, Journal of Personality and Social Psychology
Petty, R. E, (1983) Central and peripheral routes to advertising effectiveness: The moderating role of involvement, Journal of Consumer Research
Petty, R. E, (1983) Central and peripheral routes to advertising: Application to advertising, Advertising and Consumer Psychology
Phillips,B.J, (1997) Thinking into it: Consumer interpretation of complex advertising images, Journal of Advertising
Phillips,B.J, (2000) The impact of verbal anchoring on consumer response to image ads, Journal of Advertising
Phillips, B. J, (2002) The development, change, and transformation of rhetorical style in magazine advertisements, Journal of Advertising
Resnik, A, (1977) An analysis of information content in Television advertising, Journal of Marketing
Shimp, T. A, (1988) The use of framing and characterization for magazine advertising of mass-marketed products, Journal of Advertising
Stewart, D. W, (1986) Effective Television Advertising: A Study of 1000 Commercials, Lexington, MA: Lexington Book
Tom, G, (1999) The use of rhetorical devices in advertising, Journal of Advertising Research
Tom, G, (1984) An analysis of information content in Television advertising- update, Current Issues and Research In Advertising
Vaughn,R, (1980) How advertising works: A planning model, Journal of Advertising Research
Voss, K. E, (2003) Measuring the hedonic and utilitarian dimensions of consumer attitude, Journal of Marketing Research
Wright, A. A, (1995) Communication effects of advertising versus direct experience when both search and experience attributes are present, Journal of Consumer Research
Zaichkowsky,J.L, (1987) The emotional aspect of product involvement, Advances in Consumer Research