| Abstract |
| Amid the period of regarding speed as important in this way, there is a need of closely examining a method on being most effective in how the advertisement is expressed indeed. In the advertising expression for showing speed, there are many methods. However, this study divided its expression style into four kinds as follows by sampling and arranging the advertising type of expressing speed. Namely, it empirically compared and verified, first, the advertisement(product-centered advertisement) of having product as the main visual, second, the advertisement(advertisement of synthesizing symbolical elements) that compounded elements of symbolizing a part of product with the speed, third, the advertisement(the associated visual advertisement) of making it associated with the significance in fast speed without using product as the main visual, fourth, the advertising effects on the advertising attitude, brand attitude, and purchase intention on each advertisement by greatly dividing it into advertisement(copy-centered advertisement), which expressed only with copy without visual.
As a result of research, the advertisement, which synthesized a part of product with element of symbolizing speed, was indicated to be more effective in all of the aspects in the advertising attitude, brand attitude, and purchase intention than other expression methods. However, in the aspect of association effect, the advertisement, which allowed significance in fast speed to be associated without using product as the main visual was indicated to be effective. Also, what is the most impressive out of the speed expression style in advertisement was preferred the most the advertisement that synthesized a part of product with the element of symbolizing speed, which is the second style, in case of sneakers. In case of car, the advertisement, which allows significance in fast speed to be associated without using product as the main visual, which is the third style, formed the most positive advertising effect. Through this, the advertisement could be confirmed once again a fact that its effect is varied depending on the expression style even if being the same message. In other words, the consumer response may be varied according to expression of advertisement. Accordingly, it is a fact that the expression of being preferred by consumer needs to be formed for the effective advertisement. Also, as a result of researching into the advertising effects by speed expression style in this study, the advertising style, which synthesized a part of product in the second style with element of symbolizing speed, was indicated to be effective. Thus, the result could be confirmed that is consistent with Herson`s `Adaptation Level Theory` in 1961 as saying that people feel momentarily perplexed or `displeased` by the completely new design, and that many people feel `strong pleasure` about the slight novelty from familiarity. However, in the advertising association or the impression effect, the advertisement, which allowed significant in fast speed to be associated without using product as the main visual for the third style` was indicated to be most ideal. This suggests that the advertising effect may be subtly varied by the quality of the advertising expression, namely, by quality. Synthesizing the findings, the difference in quality of the advertising expression functions very delicately in consumers, thereby having been able to be confirmed to be very important element of controlling the advertising |
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| Key Words |
| 스피드 표현광고, 스피드 표현유형, 광고효과, Speed expression advertisement, By advertising type, Advertising effect |
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