[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 자기중심적 소구와 이타적 소구 자선 광고간의 성별효과 차이에 관한 연구

Abstract

A study on difference in effect of each gender between help-self and help-others appeals of charity advertisement

Lee, Se Na
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 study, the difference of the reaction in each gender between the help-self charity advertisement and the help-others charity Advertisement was researched, and based upon the results of the previous studies of the related learning fields, the purpose of this thesis is to examine what kind of difference the appeals and gender in the advertisement effect.

Therefore, in order to investigate the effect of the advertisement according to the appeals, after establishing the research issue whether there is a difference of the advertisement effect according to the gender and the appeals of the advertisement, as the advertisement effect which is the dependent variable the attitude toward the advertisement, the preference to the advertisement draft, and the preference to the advertisement were estimated, and as the independent variable the appeals of the advertisement(help-self/ help-others) and the sex(male / female) were classified. The experimental subject group were 120 male and female university student who are now in universities in Seoul and Kyung-ki province, the research was performed after the convenience selection. Additionally, the charity organization which was utilized in the experiment was selected as UNICEF.

The result of this study showed that the women evaluated more favorably the advertisement of the protective value which means the altruistic(help-others) motives and the appealing to the emotion, whereas the men evaluated more favorably the advertisement which emphasizes the their own benefit that is the egoistic(help-self) appeals and the useful attitude function. Besides, the meaningful effect according to the biological sex was not shown in any dependent variable, and there was a difference only between the appeals. Namely, the help-others appeals is meaningfully prefered to in the evaluation of the preference to the advertisement draft and the advertisement itself rather than the help-self appeals.