Abstract
Evaluation response and attitude toward the advertisement according to the expression of visual metonymy advertisement and visual paradox advertisement
Kim, Seung - Bog
Major in Advertising and Public Relations Graduate School of Mass Communications Chung-Ang University
Lee, Sang Bin, Ph.D.
Professor of Psychology Chonbuk National University
Lyi, DeRyong, Ph.D.
Professor of advertising and Public Relations Chung-Ang University
In this research, I have tried to find out that what is the difference of customers' understanding of advertisement, the attitude toward to the advertisement and evaluation response for the advertisement, comparing the expression of visual metonymy advertisement and visual paradox advertisement to that of the visual non-metonymy advertisement and visual non-paradox advertisement.
The visual metonymy advertisement and the visual paradox advertisement were experimentally designed, and inspected for 160 university students.
As the results of the experiment, it is approved that the expression type of visual paradox advertisement have acquired the highest response for the understanding of advertisement, the attitude to the advertisement and evaluation response for the advertisement.
And there was not so much big difference between the expression types of visual metonymy advertisement and visual paradox advertisement type of expression. However, they obtained quite good response comparing to visual non-paradox advertisement and visual non-metonymy advertisement.
In the conclusion, the expression type of visual paradox advertisement is more understandable to the customers than visual motonymy advertisement, and it is approved that the expression type of visual paradox advertisement is more suitable for the expression type of effective creativity.