| Abstract |
| The purpose of this study is to investigate elements that have effects on differences in aesthetics, creativity, liking, reliability and reliability that consumers feel about outdoor advertising depending on its expression type. The object of the study is outdoor public service advertisement, and the study was performed with the actual investigation by selecting pillar type outdoor advertising that we can easily see and outdoor advertising utilizing environmental characteristics.
As a result of the study, respondents feel that outdoor public service advertisement that utilized the environmental characteristics are more creative and aesthetic than pillar type outdoor public service advertisement, and it has higher liking as well.
Expression type of outdoor advertising has a significant effect statistically on liking, but it doesn`t hae any significant effect on reliability. And it was found that elements of creativity and aesthetics both have effects on liking and reliability. Furthermore, as a result of studying influential relation of expression type, creativity, aesthetics with liking and reliability, creativity has the most effect on liking and reliability. This result shows that in order to create liking of public service advertisement, it is important to make people recognized about creativity through differentiation of expression type. |
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| Key Words |
| 환경적 특성, 옥외광고, 공익광고, environmental character, outdoor advertising, public service advertising |
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