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The Effects of Advertising Endorsers and Story Types in Storytelling Advertising
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스토리텔링 광고에서 스토리유형에 따른 광고모델의 효과 분석

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Type
Academic journal
Author
Hyeonjin Soh (성신여자대학교) Pumsoon Park (홍익대학교)
Journal
The Korea Contents Society JOURNAL OF THE KOREA CONTENTS ASSOCIATION Vol.18 No.7 KCI Accredited Journals
Published
2018.7
Pages
74 - 83 (10page)

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The Effects of Advertising Endorsers and Story Types in Storytelling Advertising
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Abstract· Keywords

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This study analyzed the differences in effectiveness between celebrity and consumer endorsers by type of story in storytelling ads. A 2 x 2 factorial design experiment was conducted: the type of advertising endorser (celebrity, consumer) and the type of story (life experience, brand myth). 200 women in their 30s and 40s participated in an online survey. Study shows that for a life-experience ad, the consumer model has higher advertising effectiveness than the celebrity endorser for all three dependent variables : ad attitude, brand attitude, and purchase intent. In the case of brand-myth ad, the celebrity endorser had more favorable ad attitude than the consumer endorser did, while there was no difference in brand attitude and purchase intent. The theoretical and practical implications of the study were discussed in the conclusion.
#스토리텔링 광고 #라이프체험형 #신화상징형 #광고모델 #유명인모델 #일반인모델 #Storytelling Ad #Life-experience #Brand-myth #Ad Endorser #Celebrity Endorser #Consumer Endorser

Contents

요약
Abstract
Ⅰ. 서론
Ⅱ. 선행 연구 검토 및 연구문제
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 결론 및 논의
참고문헌

References (21)

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[학술지(정기간행물)] - A. Lundqvist / 2013 / The Impact of storytelling on the consumer brand experience: The case of a firm-originated story / J. of Brand Management 20 (4) : 283 ~ 297 google schola [학술지(정기간행물)] - 도선재 / 2008 / TV 광고의 모델 사용 유형에 대한 내용분석 / 광고학연구 19 (5) : 49 ~ 74 dbpia [단행본] - W. J. McGuire / 1985 / Handbook of social psychology : 233 ~ 346 google schola [학술지(정기간행물)] - H. Friedman / 1979 / Endorser effectiveness by product type / J. of Advertising Research 19 (2) : 63 ~ 71 google schola [학술지(정기간행물)] - 이계명 / 2015 / 광고모델로 이전되는 브랜드특성 전이효과에 관한 연구 / 한국콘텐츠학회 논문지 15 (12) : 493 ~ 503 dbpia

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