earticle

영어

Recently, as differentiation of product quality diminishing, building differential association through positive corporate association or corporate image has been recognized as a key communication objective to be obtained,and corporate ads which deal with the corporate social responsibility activities become a limelight of practical and academical areas. Our study examines the effects of corporate ads(attention, attitude toward ads, attitude toward sponsors) on the assumption that they can be different by the timing of issue advertising(situational/continuous) and consumers’issue involvement(high/low). The results of the study showed that the attention to issue advertisements are higher for the situational issue advertising than for the continuous advertising and the effect was moderated by consumers’ issue involvement. While there was no differences between the two timing types of issue advertising in terms of ad attitudes, however, the current research showed that consumers’ attitudes toward advertisers were more favorable for the continuous issue advertiser than for the situational issue advertiser. Theoretical and practical implications are suggested and discussed.

한국어

Recently, as differentiation of product quality dimin최근 들어 제품 간 차별점이 감소되면서 호의적인 기업 이미지나 브랜드 이미지 등을 통해 차별적 연상의 구축은 기업 커뮤니케이션 활동의 주요 목표 중의 하나로 인정받고 있으며, 이를 획득하기 위한 도구의 하나로 기업의 사회적책임활동을 주제로 한 기업광고가 실무적 관심을 받고 있다. 이에 본 연구는사회적 책임활동을 주제로 한 기업의 이슈광고에서 이슈의 시의적 유형(지속성/상황성)과 소비자들의 이슈에 관한 관여도(고/저)에 따라 기업의 사회적 책임활동을 주제로 하는 기업광고의 효과(주목, 광고에 대한 태도, 광고주에 대한 태도)가 차별적이라는 가정 아래 기업광고의 효과를 점검하고자 한다. 이러한 연구 결과를 바탕으로 최근 활발히 진행되고 있는 기업광고의 효과에 관한 이론및 실무적 시사점을 제공하고자 한다. 연구 결과에 따르면, 이슈광고에 주목도는 상황적 이슈광고가 지속적 이슈광고보다 더 효과가 있는 것으로 나타났으나,효과는 소비자의 이슈 관여도에 의해 조절되는 것으로 나타났다. 광고에 대한태도는 두 유형의 이슈광고 형식의 차이가 없는 것으로 나타났으며, 광고주에대한 소비자 태도는 지속적인 이슈광고가 상황적인 이슈광고보다 더 우호적인것으로 밝혀졌다.
ishing, building differential association through positive corporate association or corporate image has been recognized as a key communication objective to be obtained,and corporate ads which deal with the corporate social responsibility activities become a limelight of practical and academical areas. Our study examines the effects of corporate ads(attention, attitude toward ads, attitude toward sponsors) on the assumption that they can be different by the timing of issue advertising(situational/continuous) and consumers’issue involvement(high/low). The results of the study showed that the attention to issue advertisements are higher for the situational issue advertising than for the continuous advertising and the effect was moderated by consumers’ issue involvement. While there was no differences between the two timing types of issue advertising in terms of ad attitudes, however, the current research showed that consumers’ attitudes toward advertisers were more favorable for the continuous issue advertiser than for the situational issue advertiser. Theoretical and practical implications are suggested and discussed.