Abstract

This study was conducted to examine the communication effectiveness of comparative ads vs. noncomparative(traditional) ads, one-sided vs. two-sided message, and to find out the differences according to the levels of product attributes in terms of the attitudes. The hypotheses in this study were as follws : 1. Comparative ads would be more effective than noncomparative(traditional) ads, and two-sided message would be more effective than one-sided message. 2. Comparative ads would be more effective in two-sided than one-sided message, and noncomparative(traditional) ads would be more effective in one-sided than two-sided message. 3. The effect of product attributes would be highest on the medium level. Subjects in this study consisted of 192 undergraduates and were randomly assigned to 12 experimental treatments. Data collected were processed by SPSS(two-way and one-way ANOVA). The results were as follows : 1. There was significant main effect for the type of comparison only in affective component, but significant main effect for the type of message in cognitive, affective, and behavioral component respectively. 2. There was no significant interaction effect between the type of comparison and message. 3. There were no significant differences among the levels of product attributes.