지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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The model that represents the product in advertisement plays a major part.
In attempts to get their message across more clearly, or strongly convince the buyer, the advertiser wants the model to have sufficient public confidence and look more attractive. Therefore, one can see a number of specific big-name celebrities increasingly appear on advertising materials. Such frequent appearance of well-known models, however, leads to few problems where the celebrities are exposed too often and also for too many companies at once. In effort to resolve these issues and maximize the attention given by the consumers, advertisers and producers are displaying the duplicated-portrait of the model.
This Study compares two versions of printed advertisement, where, in one, the model is appeared in single and in the other, he/she is duplicated. For the result, the level of effectiveness derived from each case will be presented.
The shorten conclusion of the Study is that, the image of duplicated model shown in the advertisement for “Significant Products”; ones that consumers are willing to spend more of their time and money on, is proven to be more effective, and also, the two different sexes did not differ in their ways of reacting to these images of duplicated model.
Overall, one can recognize that the Duplication of model is an effective way to advertise a product.
목차
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참고문헌 (34)
참고문헌 신청
Atkin, C. / 1983 / Effectiveness of celebrity endorsers / Journal of Advertising Research 23 (2) : 57 ~ 61
Beatty, S. / 1988 / The Involvement－commitment model: Theory and implications / Journal of Business
Belch, G. E / 1994 / Introduction to advertising & promotion: an integrated marketing communications perspective, Third Edition / Irwin
Bolton, R. N. / 1991 / A longitudinal analysis of the impact of service changes on ustomer attitudes / Journal of Marketing 55 (1)
Cohen,Joel B / 1983 / Involvement and You : 1000, great ideas / Advanced in Consumer Research 10 : 325 ~ 328
Beatty, S. / 1988 / The Involvement－commitment model: Theory and implications / Journal of Business
Belch, G. E / 1994 / Introduction to advertising & promotion: an integrated marketing communications perspective, Third Edition / Irwin
Bolton, R. N. / 1991 / A longitudinal analysis of the impact of service changes on ustomer attitudes / Journal of Marketing 55 (1)
Cohen,Joel B / 1983 / Involvement and You : 1000, great ideas / Advanced in Consumer Research 10 : 325 ~ 328
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