화장품 광고에 대한 감정이 광고효과에 미치는 영향 - 섹시한(sexy) 이미지 잡지광고를 중심으로


Influences of Advertising Effects by the Emotion about the Cosmetics Magazine Advertisement - Focused by Cosmetics Magazine Advertisement of Sexy Image


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The purpose of this study is to examine the emotional dimensions about sexy image cosmetics magazine Advertisement and to analyse influences of Ad. effects (brand preference, Ad. preference, purchase intention) on the female college student. Advertising effects and emotional dimensions were measured by self-administered questionnaires which were developed on the basis of pervious studies. Liker scale were used for most measures with 1=never very unimportant and 5=always or very important. The samples consisted of 108 female student majoring beauty therapy. The survey was implemented during Apr. - Mar. 2007. Data were analyzed by Factor analysis and Regression and the result as follows. (1) Emotional dimensions about cosmetics magazine advertisement of sexy image consists of 7 factors: hassles, exciting, fantastic, attractive, confidence, fun, and powerful (2) Cosmetics magazine advertisement of sexy image proved to be successful advertisement with positive effect for female student majoring beauty therapy. Therefore, when domestic cosmetics companies advertise new products for 20th female students, they might expect positive advertising effects if sexy mage advertisements stimulus hassles emotion and also present fantastic, vulgar sexy image.


 I. 서론
 II. 이론적 배경
  1. 화장품 잡지광고의 변화
  2. 화장품 광고와 광고효과
  3. 광고에 대한 감정반응과 광고효과
 III. 연구 방법
  1. 연구문제
  2. 연구대상 및 자료수집
  3. 측정도구
  4. 자료 분석방법
 IV. 결론 및 제언


  • 이운현 Lee, Woon-Hyun. 오산대학 피부미용과 교수


자료제공 : 네이버학술정보

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