| Abstract |
| The purpose of this paper is to demonstrate the expression components influencing on attitude of advertisements by familiar advertising and unfamiliar advertising on the web and identify the difference of expression components and attitude of advertisements on the web by user`s gender. The results of the study are as follows: First, in case of banner advertising that do not moving, the expression components of pictures and words have no effect on attitude of web advertisements without regard to familiarity. Second, in case of banner advertising that convert to other picture, the expression of pictures have effect on attitude of web advertisements in the web advertising that being well acquainted. Third, in case of banner advertising that being animated, the expression of pictures have effect on attitude of web advertisements in the web advertising that being not well acquainted. Forth, man is more satisfaction than woman in the expression of words of the web advertisement. Fifth, woman is more satisfaction of web advertising than man in the attitude of web advertisement. In conclusion, the marketer of internet adversing have to effort to make right them that suit user`s being well familiar or not and user`s characteristics by types of web advertisements. |
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| Key Words |
| the expression components, familiarity, web advertisements |
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