Abstract

The present study is a part of a series of studies which explore the dimensions of semantic judgement of consumer on advertising and make a korean adjective scale which can be used for measuring the attitude and response profiles about advertising. 801 korean adjectives were collected and 189 words survived as a result of relevancy evaluation. 10 TV-CFs and 10 print ads were rated with the 189 adjectives. The data were dealt with Principal Component Factor Analysis and the results could be summerized as follows. 1) The negative side of 'evaluation' factor was differentiated and formed an independant negative factor. 2) The factors identified were similar to the results of some foreign studies, but the 'personal relevancy' factor, which was reported consistently, wasn't identified in this study. 3) A unique factor that wasn't reported by other foreign studies was discovered. Because of the need for further studies, we didn't make any conclusion based on our results.