본 연구는 국제광고 맥락에서 한국과 중국의 현지화 혹은 표준화 논의의 중심으로 사용되는 문화적 불확실성 회피성향의 광고 수용에 대한 영향력을 정교화하여 검증하고자 한다. 구체적으로, 주효과로써 불확실성 회피성향에 감정소구라는 다른 주효과를 설정하여 두 변인 사이의 중재(moderating)효과 살펴보았다. 측정한 결과, 기존의 연구들과 유사하게 불확실성 요소는 광고효과에 유의미한 영항을 미치는 것으로 조사되었다. 하지만 문화차원과 감정소구 변인을 동시에 측정하였을 때, 중국 소비자의 경우 감정적 소구와 불확실성 요소를 최대한으로 사용하는 경우 가장 높은 광고효과를 보인 반면, 한국의 소비자들은 감정적 소구 요소와 불확실성 수준을 최소한으로 사용하는 경우 최대의 광고효과를 보였다. 즉, 두 주효과 변인은 유의미한 상호작용을 보이는 것으로 나타났다. 보다 상세한 이론적 논의와 현업에 대한 시사 점은 본문에서 다루고 있다.

Research Purpose This study is to clarify the image of luxury brand advertising is not equal to brand image completely, and the main purpose is to understand whether self-image congruence with luxury brand advertisement can affect the consumers’ brand loyalty. Research Background In earlier days, luxury brands were the preserve of the privileged few. But now they have become more affordable to consumers who are belong to middle-market with the problem of mass production largely solved. Now days, luxury brands play an increasingly important role in profit generation for global corporations. Atwal and Williams (2009) indicated that experiences are the central of luxury brand consumption activity, and the emotional, cognitive, and relational factors are important for luxury brand marketing. Thus, brand image is one of the most important factors for luxury brand. And, lots of scholars have proved that luxury brand has a significant positive effect on consumer purchase intention. Meenaghan (1995) identified that imagery advertising is one of the principle components of image creation. However, whether the image of the advertising is completely equal to the brand image? Most of the prior studies are only focusing on the brand image but neglect the image of the luxury brand advertising. Thus, this study is trying to emphasize the role of the image of luxury brand advertising and fill the prior research gaps. Hypotheses Theredistinguish the brand image and the advertisement image. Second is to compare the self-image with both brand image and advertisement image to understand the self-image congruence comprehensively. For the sample, we chose convenience sampling method and handed out 300 questionnaires. The totals of 248 questionnaires were used for analysis except for responses that said they had no experience of luxury brand consumption and have response error. Sample of respondents are consisting of 75% of females and 25% of males. The average of respondent's age was from 20 years old to 30 years old. The structural equation modeling (SEM) approach was used to validate the research model. Research Results As assumed in hypotheses, self-image congruence with luxury brand advertisement will increase consumers’ empathy to the advertisement and luxury brand esteem. Empathy to the advertisement and brand esteem will increase the luxury brand loyalty. Implications This study focus on the image of luxury brand advertisement and proved importance of congruence between self-image and the image of luxury brand advertisement. It is important for marketers not only just use advertisement to form the brand image but also should use the advertisement to match the target consumers’ self-image.

본 연구는 인쇄광고물에 있어서 복수의 제품(고가제품과 저가제품)을 대상으로 하는 인쇄광고물에서 효과적인 레이아웃을 도출하기 위한 연구를 시도하였다. 실증분석에서는 두 유형 제품에 대해 4종류의 인쇄광고물(좌/우 제 시 2종류와 상/하 제시 2종류)을 디자인하여 고가제품과 저가제품의 배열에 대한 소비자 반응을 분석하였다: 디자 인A(고가제품-좌측, 저가제품-우측), 디자인B(저가제품-좌측, 고가제품-우측), 디자인C(고가제품-상단, 저가제품-하 단), 디자인D(저가제품-상단, 고가제품-하단). 분석결과에서는 고가제품의 경우는 대각선의 시작점에 제시되었을 때 소비자의 선택이 증가하고 저가제품의 경우에는 대각선의 끝점에 제시되었을 때 소비자의 선택이 증가하는 것 으로 나타났다. 이는 고가제품과 저가제품을 동시에 광고하는 경우 고가제품의 광고물은 좌측 또는 상측에 배치하고 저가제품의 광고물은 우측 또는 하단에 배치함으로써 두 제품의 매출을 증가시킬 수 있음을 의미한다.

Three categories of basic consumer needs are functional, symbolic, or experiential (Shimp, 2010). Functional climbing wear is specially designed garment for outdoor activity and climbing movement using optimized textiles and garment making engineering process. Therefore, visible feature such as color and design could not provide sufficient information of products for proper communication between company and consumer. Product information of functional wear can be delivered to the consumers via Hang-Tag or advertising but the contents of Hang-Tag are too difficult for the consumers to understandfunctional performance of the product (Lee, Bang, & Yoo, 2014). As to advertisements of functional clothing, its contents and appeal types do not much differ from those of fashion apparel providing no functional information with celebrity models; percentage of no functional information ads were the highest (Liu & Yoo, 2014). This study stared to answer the question, ‘is functional information essential in the ads of functional clothing?’ and ‘is it successful?’ The aim of this study, therefore, was to examine the effects of functional information in the advertisements of functional climbing wear. The advertising effectiveness was measured by ‘communicability’, ‘reliability’,‘favorability’ of the advertisement and ‘awareness and reliability of product’, and ‘purchasing related influence’. For the stimulus,10 different types of advertisements were prepared by combining of the following factors: functional information (whether or not to include), appeal type (rational/emotional), and model type (celebrity/non-celebrity/no-human). For the survey, 388 adults in their 20-50’s were participated. The results showed that regardless ofappeal type or model type, functional information enhanced ‘communicability’, ‘reliability’, ‘favorability’ of the advertisement and ‘awareness and reliability of product’, and ‘purchasing related influence’. It implied the importance andnecessity of functional information in the functional climbing wear advertisement.When other variables were controlled, emotional appeal with human models,especially celebrity model, enhanced the advertising effects. Meanwhile, advertisement with rationalappeal and functional information resulted in better ‘favorability’ of ads even without celebritymodels.The finding from this study could be useful information for the functional clothing company to planstrategies for effective advertisement of their products.

The purpose of this study was to analyze the post-purchase behavior of customers who experienced cognitive dissonance after exposure to a franchise foodservice advertisement. The study adopted cognitive dissonance theory to explain the dissonance resulting from the combination of advertisements and actual product that consumers received. In detail, the research hypothesized that cognitive dissonance will affect consumers’ post-purchase behavior as well as their efforts to reduce dissonance. Exactly 274 questionnaires were used in the analysis. The results showed that more than 80% of respondents were influenced by advertisements when purchasing menus, and 50% were unsatisfied when the provided menu “was not the same as the advertisement shown.” It was found that advertisement type did not significantly affect either group that experienced dissonance. In terms of satisfaction, however, the former group showed greater dissatisfaction when dissonance occurred (p<.001). Finally, there was a significant difference between the two groups regarding post-purchase behavior (p<.05). Customers with dissonance were likely to ‘express dissatisfaction directly to the store’, ‘leave negative reviews’, and ‘participate in negative word-of-mouth’. Thus, the results revealed that cognitive dissonance could significantly influence customer satisfaction and consequently lead to negative post-purchasing behaviors.

In recent dates, Internet advertising effects are expanded by the steep increment of the Internet users and the extension of the advertising market will be accelerated through Internet. This paper indicates the importance of Internet advertising and suggests the solution of a network advertising service. The system is divided into an Advertise Server, an Advertiser and a Web Publisher. This study proposes both the collection and the analysis of traffic data in real time. Also, the banner advertising frames are smoothed for the impression using the solution for the banner exchange engine and are developed using various impression methods, that is, Fixed/variable Banner, Scheduling Banner, Multi-Impression Banner, and Frame Remote Control to increase the advertising effect. And then to increase the advertising effect web publisher, which is specialized in lottery site, is constructed using the network advertising service and various advertising technology.

In recent dates, Internet advertising effects are expanded by the steep increment of the Internet users and the extension of the advertising market will be accelerated through Internet. This paper indicates the importance of Internet advertising and suggests the solution of a network advertising service. The system Is divided into an Advertise Server, an Advertiser and a Web Publisher. This study proposes both the collection and the analysis of traffic data in real time. Also, the banner advertising frames are smoothed for the impression using the solution for the banner exchange engine and are developed using various impression methods, that is, Fixed/variable Banner, Scheduling Banner, Multi-Impression Banner, and Frame Remote Control to increase the advertising effect. And then to increase the advertising effect web publisher, which is specialized in lottery site, is constructed using the network advertising service and various advertising technology.

Purpose - Previous studies on the influence of appeal types of advertising messages on pro-social behavior have shown inconsistent results. The purpose of this study is to examine whether the appeal type of advertising affects consumer’s prosocial behavior. In particular, the authors investigated whether the social exclusion moderates the relationship between the appeal type of advertising and prosocial behavior. Research design, data and Methodology - To verify the hypothesis, two experimental study were conducted. The experimental study was 2(appeal type : self-benefit vs. other-benefit) by 2(social exclusion : being ignored vs. being rejected) between-subject design. Participants were randomly assigned to one of four conditions. The experiment was conducted using a computer. First, the participants was exposed to the advertising image used in the social campaign, and then responded to questions about social behavior. The participants completed the experiment after further responding to the item for manipulation check and demographic measure. The experiment took about 10 minutes in total. Results - In Study 1, a global warming campaign with participation intention variable, other-benefit ads rather than self-benefit ads drive consumers who feel socially rejected to be more willing and likely to participate, but consumers who feel socially ignored are more likely to participate the campaign in self-benefit ad than other-benefit ad. Study 2 replicates the findings, a child poverty relief campaign with an amount-to-donate variable: consumers who feel explicitly rejected allocate more dollars to the charity in response to other-benefit rather than self-benefit ads, but consumers who being ignored are willing to donate more money. Conclusion - This study has theoretical contribution in that it expands existing theories by explaining the existing inconsistent results of the message appeal influence on pro-social behavior through new control variables. In addition, the results have important managerial implications, suggesting marketers should tailor their marketing message to match the consumer situation.