본 연구는 불법 도로변 야립광고가 초래하는 문제점과 이를 해결하기 위한 다양한 해법의 실효성을 분석하였다. 불법 광고물은 도시 경관 훼 손, 교통안전 위협, 합법 광고물 효과 저해 등의 문제를 야기하고 있다. 이에 선행연구를 통해 불법 도로변 야립광고 방지를 위한 법적, 기술적, 경제적, 사회적 해법을 제안하고, 이러한 해법들이 소비자의 매체 신뢰 도, 광고태도, 광고회피 행동에 미치는 영향을 조사하였다. 200명을 대상 으로 한 정량 조사 결과, 법적 해법과 사회적 해법이 주관적 규범의 활 성화에 큰 영향을 미치는 것으로 확인되었으며, 활성화된 주관적 규범은 매체 신뢰도를 높이고, 이는 광고 태도에 긍정적인 영향을 미치며, 광고 회피 의도를 감소시키는 것으로 나타났다. 이러한 결과는 불법 도로변 야립광고 방지를 위해 다양한 해법들을 함께 진행하는 병행 전략이 필요 함을 시사한다.

This study contemplates the effect of social media advertising attributes on consumers’ purchasing decisions in cosmetic products. It will serve as basic data for SNS’s advertising strategy and marketing that promotes cosmetics sales. This study conducted a survey and went through the analysis process of SPSS v.25.0 statistical program. Frequency analysis, exploratory factor analysis, descriptive statistical analysis, correlation analysis, and regression analysis were conducted to analyze that informativity, reliability, entertainment, interactivity, and disturbance among SNS advertising attributes were used as effective advertising strategies, which had a positive effect on consumers' purchasing decisions. Therefore, in the cosmetics industry, it is necessary to seek strategies to actively utilize marketing in the social media space to promote consumers' purchase needs and to activate purchases.

Compared to the prevalence of advertising targeted at teens, our understanding of their vulnerability to advertising has been limited due to the cognitive/developmental view adopted by most previous research. However, cognitive development is not the most significant aspect that differentiates adolescents from adults. Adolescence is when teenagers start to take on more responsibility in defining themselves and become more skilled at using consumption to construct and signal their identity. On one hand, teens have a growing desire to express their unique identity as autonomous and distinctive individuals, separate from their family and differentiated from others. On the other hand, they are nearly obsessed with what others think about them, striving to belong to a group and feeling devastated by signs of disapproval from peers. This conflict between the need for assimilation and the need for differentiation is especially pronounced during adolescence when teenagers increasingly seek the approval of their peers while expressing their uniqueness. As a result, their sense of self is in a constant state of flux. This "shaky" self-identity has been shown in previous research to coincide with low self-esteem, which is associated with a high level of materialism.

A new era for luxury brands is emerging, in which the prevailing motivations need to be reexamined. Considering that advertisements are frequently based on the motivations that the luxury brand aims to satisfy, this research sets out to fill this gap in the literature. Through a quasi-experiment, this study examines how a series of personal characteristics affect the relationship between advertised values and Aad, Ab and PI. Preliminary findings are reported and suggestions for further research are presented as well. Indicative implications and limitations are also noted.

Attitudes toward advertising as an institution remain an important research topic in developing countries. Even in the West, the issue is currently being revisited to update for various online media contexts. This paper examines attitudes toward advertising among college students in Egypt. There was little difference in attitudes depending on whether they were thinking of traditional TV advertising or advertising on social media, although they use SM much more frequently. Generally the respondents agreed with a range of issues related to the beneficial aspects of advertising, and only slightly agreed or were roughly neutral on most issues related to detrimental effects. There is strong support for laws about ‘truth-in-advertising’ and legal responsibility for claims, but only weak support for direct government control of advertising.

Introduction How to evaluate quality of advertising? Previous behavioral studies have mainly focused on subjective reports of survey and interview containing social and cognitive bias, or objective data of sell changes suffering huge temporal and monetary cost. Recently, increasing researchers have proposed that techniques of neuro-imaging could provide an objective and effective way to examine cognitive neural mechanisms underlying consumer behavior (referred to as consumer neuroscience) (Karmarkar & Yoon, 2016), and several studies have measured consumer's brain responses to advertising and movie trailer in both single- and two-brain frames (Barnett & Cerf, 2017; Venkatraman et al., 2015). However, still little is known about cognitive neural mechanisms underlying comprehension of advertising. Functional near-infrared spectroscopy (fNIRS) is a non-invasive technique of brain-imaging measuring changes in the hemodynamic properties of human brain. Compared with fMRI and EEG, fNIRS is portable, has few physical constraints on participants with reasonable spatial and temporal resolution, and is tolerant to electromagnetic noise and motion artifact. Therefore, fNIRS is a suitable tool for research of human behavior in daily-life contexts (Liu et al., in press), which is a trends in neuroimaging (Hasson & Honey, 2012) and consumer neuroscience as weill. Methods To examine the neural responses to different quality of advertisings, in the present study we measured 14 undergraduate students' frontal activations while watching 20 advertisings in Study 1 and listening 30 music demos in Study 2 using a portable fNIRS device, and analyzed interpersonal neural network across all participants based on graph theory. Figure 1 shows positions of the fNIRS channels. Positions of the fNIRS channels were measured by a 3D magnetic digitizer. In a pilot study, another group of participants were recruited to score 30 advertisings from three dimensions: degree of liking, degree of willing to pay (WTP), and degree of understanding, and finally top-10 and bottom-10 scored adverting were remained for the final experiment in Study 1. Concerning the music demos used in Study 2, we selected the top-15 and bottow-15 ranking music in the ‘Billboard 2014 hot 100’. During the experiment, participants were asked to score their degree of liking and WTP to the advertising or the music immediately after each stimulus was displayed. After the experiment, they were also instructed to score and report their understanding on each advertising or music. Results and Discussion In Study 1, the intra-brain activations revealed higher medial prefrontal cortex (mPFC) activation when participants watched low-scored advertisings than watched high-scored ones (Fig. 2), and the mPFC activations showed a positive relationship with participants’ understanding on the meaning of the advertisings. This result only suggests that low-scored advertisings were relatively hard for participants to understand the intentions of the adverting, requiring more cognitive resources of mentalizing (Lieberman, 2007). Importantly, when we considered all participants' brains as a network, and then calculated the interpersonal neural connectivity (INS) across the network (defined as the number of participant pairs who showed significant positive inter-brain neural synchronization across them indicating shared understanding) (Hasson et al., 2012), only the network connectivity in the right inferior frontal gyrus (IFG) had significantly positive relationships with participants' scores of attitude towards the advertisings (defined as mean of the scores of liking and WTP) (Fig. 3). Study 2 confirmed the result showing significantly positive relationship between the network connectivity across all participants' brains and their scores of attitude towards the song demos. More importantly, the network connectivity in the right IFG of the small group of participants also significantly predicted the public's attitude towards the songs assessed by the rating scores on Douban website (Fig. 4). Conclusion The right IFG is a core area of mirror neuron system and is closely associated with empathy (Lamm et al., 2007). Thus, the present results suggest that high-scored advertisings may activate consumer's empathic response to simulate and experience their contents and intentions. And the network connectivity across consumers' brains in the right IFG may be a critical index evaluating quality of experiential advertisings. Practically, advertising should invite consumers to experience their products, and then could convey information and emotion more effectively.

This study explores the concept of religiosity and determines how it affects a consumer's preference of socialization agents. It is shown that higher degrees of religiosity cause an individual to utilize personal socialization agents for final purchase decisions. The authors then show and discuss how the socialization agents chosen by a consumer influence how a consumer favors moral advertising or tolerates offensive advertising. Results gleaned from the analysis show that higher use of personal socialization agents will cause an individual to have lower tolerance of offensive advertising and higher favoritism toward moral advertising. Religious affiliation is also found to play a moderating role for religious individuals when determining the use of socialization agents. Two countries were chosen, Korea and America, to conduct a find common ground on the types of advertising that is considered favorable or offensive by both of the two very different cultures and peoples.

This study compares the male and female attitudes towards sexual imagery in press advertising and identifies the demographic and psychographic factors influencing their attitudes. Although this topic has received previous attention in literature, genders’ attitudes have not been exclusively compared and particularly not with a view to the factors influencing these attitudes. We employed qualitative methodology to gain a greater understanding of the participants’ views. The findings revealed the significance of gender and age on shaping consumers’ attitude. The contrast between male and female attitudes was undeniable, however overall interviewees implied their growing indifference to the genre.

This research examines four specific objectives: (1) identifying factors that affect Vietnamese consumer attitudes towards smartphone advertising, (2) measuring the level of impact of the factors, (3) testing the difference of attitudes among groups of consumers with different characteristics in terms of gender, age, income, and academic level, and (4) proposing some managerial implications to have better Vietnamese consumer attitudes towards smartphone advertising. The study uses the online survey form via e-mail and Facebook in a convenience sampling method; the subjects surveyed are between the ages of 18 and 35, and all are in urban areas in Vietnam, and are using smartphones and accessing the internet and other phone applications. A sample of 490 respondents were valid and used for processing. The study employs a combination of qualitative and quantitative methods to analyze exploratory factors and linear multiple regression. The results reveal that there are five main factors affecting Vietnamese consumer attitudes towards smartphone advertising positively, arranged by reduced importance: entertainment, informativeness, credibility, non-irritation, permission and control. From that, the study offers some managerial suggestions for smartphone advertisers to improve their strategies and tatics to enhance their customer service, so that the smartphone advertising can attract people and help Vietnamese consumer in their buying behavior.

본 연구는 광고유형에 따른 노인과 청년 모델에 대한 노인과 청년소비자의 태도를 비교 연구하였다. 본 연구 결과를 통해 광고유형과 광고모델의 유형에 따라 노인소비자와 청년소비자가 광고태도에서 유사성과 차이점이 실증적으로 입증되었다. 연구결과 노인소비자는 제품광고에 청년 모델이 등장하는 광고보다 노인 모델이 등장하는 광고를 더 선호하는 결과를 나타냈다. 청년소비자는 제품광고에 청년 모델이 등장하는 광고를 노인 모델이 등장하는 광고보다 더 선호할 것으로 예상했는데 역시 더 선호하는 결과를 나타냈다. 노인소비자는 공익광고에 청년 모델이 등장하는 광고보다 노인 모델이 등장하는 광고를 더 선호하는 결과를 나타냈다. 청년소비자는 공익광고에 청년 모델이 등장하는 광고를 노인 모델이 등장하는 광고보다 더 선호할 것으로 예상했는데 역시 더 선호하는 결과를 나타냈다. 한국사회가 급속도로 고령화사회가 되어가면서 국내 노인 인구가 점점 늘어나고 노인을 대상으로 한 정부나 기업, 공공단체들의 마케팅 활동의 중요성이 제기되는 시점에서 노인소비자와 청년소비자를 비교 연구한 것은 큰 의미를 찾을 수 있겠다. 이번 연구결과는 노인소비자와 청년소비자의 차이점을 보여주면서 비교 연구의 중요성을 확인해 주었다.

본 연구는 광고유형에 따른 외국인과 한국인 모델에 대한 외국인과 한국인 소비자의 태도를 비교 논의하였다. 본 연구 결과를 통해 광고유형과 광고모델의 유형에 따라 외국인 소비자와 한국인 소비자의 광고태도, 브랜드에 대한 태도, 공익에 대한 태도에서 유사성과 차이점이 실증적으로 입증되었다. 연구결과 외국인 소비자는 광고태도와 브랜드태도, 공익태도에서 제품광고와 공익광고 모두 한국인 모델보다 외국인 모델에 대한 선호도가 더 높았다. 한국인 소비자는 제품광고에서는 광고태도와 브랜드태도에서 외국인 모델과 한국인 모델에 대한 선호도 차이를 보이지 않았다. 그러나 공익광고에서 한국인 소비자는 외국인 모델보다 한국인 모델에서 선호도가 더 높게 나타났다.

본 연구에서는 설문조사를 통해 전단지라는 광고 수단과 소비자의 구매태도에 관한 상관관계를 밝혀내는 것을 근본적인 목적으로 두어 이를 위해 가장 먼저 전단광고물을 통한 홍보 활동이 얼마나 많이 이뤄지고, 또 어디에서 많이 이루어지는가에 대한 기본적인 정보들을 파악하여 여러 가지 홍보 수단들 중에서 전단광고물이 차지하는 비중이 어떠한지가 분석하였다. 더불어 설문 초기에 전단 광고라는 홍보에 대해서 소비자가 얼마나 긍정적 혹은 부정적인 감정을 가지고 있는지를 가장 먼저 알아보았다. 근본적으로 전단광고에 대해 호감이나 적대심을 가지고 있다는 것 자체로 그 광고물의 홍보 효과에 대한 성패가 갈리기 때문이다. 이렇게 전단광고에 대해 가지고 있는 감정을 토대로 전단 광고물이 수용자에게 얼마나 큰 영향을 끼칠 수 있는지에 대해 파악하는 것에도 또한 그 목적이 있다. 어떤 혜택이 가장 마음에 들었으며, 그러한 혜택으로 인해 실제로 업체를 방문하였는지, 또한 방문 후 실질적인 구매 행위를 했는지에 대한 질문을 통해 어느 정도의 영향을 끼쳤는지 검증하여 전단 광고물을 받은 후의 느낌과, 그것을 받은 후 얼마나 자세히 읽어보는지를 통해 전단광고의 홍보 수단 자체의 실효성을 판단할 수 있는 연구가 될 것이다.