| Abstract |
| The purpose of this research is to examine the effect of motivation for exposure about advertising and creative techniques on recalling ad cues that may influence reinforcing exposure motivation about ad. Results show that hedonic value expectation(HVE) is closely related to visual-based cues in the emotional-oriented expression technique, and utilitarian value expectation(UVE) is closely related to text-based cues in the rational-oriented expression technique. It also shows that social value expectation(SVE) is closely related to visual-based cues in the relation-oriented expression technique. Recalling visual-based cues in the emotional-oriented expression technique evokes the reinforcing HVE, and recalling text-based cues in the rational-oriented expression technique evokes the reinforcing UVE. Recalling text-based cues in the relational-oriented expression technique evokes the reinforcing SVE. |
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| Key Words |
| 광고 노출 동기, 크리에이티브 표현 기법, 광고 노출 동기 강화, Ad Exposure Motivation, Creative Expression Technique, Reinforcing Ad Exposure Motivation |
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