| abstract |
| Background In a society dominated by cultural sensibility, an emotional approach of empathy is certainly required to continue interacting with consumers for being distinguished among competitor, as a sustainable brand. In this regards, the present paper analyses a relationship between empathic response factors and TV advertisement narrative in terms of visual and image design.
Methods This study examines definition of empathy, structure, type and component of TV advertisement narrative through literature review and earlier studies. The study obtains the results by using different methods: Consumer behavior on TV advertisement narrative and cognitive and emotional responses are analyzed through survey data while research analysis on behavioral self-identification was obtained by SPSS statistical analysis.
Result Empathic response factor analysis results for the TV ad narrative of the brand, Chilsung Cider, are as follows. A narrative in the style of vignette advertisement, can affect on inducing its cognitive empathic response by using landscapes and natural objects rather than using character. It also can be analyzed that the empathic response to understanding of message is highly depend on a slogan or linguistic and auditory elements rather than visual modeling. In other words, the empathic response factors depend on the type of narrative on the TV ad.
Conclusion A sustainable brand, has its high brand equity and consumer trust, can be a long-run brand by building up a cognitive and emotional empathy, sympathy paradigm in a social relations. From a practical perspective, it should be recognized that products with emotional attachment are needed more creative ways to feel emotional response for the sake of deriving consumer attention. |
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| Key Words |
| TV광고, 인지적 공감, 정서적 공감, TV advertisement, Cognitive response, Emotional response |
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