| abstract |
| Background The deformation technique influenced the advertisement area and represented the advertising by the creative expression. In addition, it is utilized not only in the low-involvement product adverti sing but also in the high-involvement product advertising and used as effective advertisement strategy. However, the specific research on the effects of the high-involvement product advertising using the deformation technique is deficient. Therefore, the purpose of this study is to study the effect of the high-involvement advertising using deformation technique and intended to analyze the influence of the deformation advertisement type on the audiences.
Methods The self-administered questionnaire survey was performed from the adults females and males aged between 30s and 50s who have high possibility to buy TV products. Total 153 questionnaires were collected and the frequency analysis, variance analysis and the reliability analysis were performed with the collected data using SPSS 20.0 program.
Result First, it was confirmed that there is significant difference in the cognitive reaction according to the deformation advertisement type. Second, it was confirmed that there is significant difference in the advertising attitude according to the deformation advertisement type. Third, it was confirmed that there is significant difference in the product attitude according to the deformation advertisement type. Fourth, it was confirmed that there is significant difference in the purchase intention according to the deformation advertisement type.
Conclusion This study provided the theoretical framework of deformation technique and proposed the effective application measures in making the advertising by analyzing the effects of the high-involvement product advertisement using deformation technique empirically. |
|
|
| Key Words |
| 데포르마시옹, 고관여 제품, 광고 효과, Deformation, High involvement product, Advertising effect |
|
|
|
 |
|
Full Text