Abstract
Control Effects of Advertising Informationson New (Non) High
- Technology Products by Their Uncertainty Persuasive Cues
- The Focus on Their Newly Emerging Functions
Park,Hie-rang(Lecturer, Dept. of Psychology, Chonbuk
National University)
Kim,Jae-young(Associate Professor,
Dept. of Advertising & Public Relations, Namseoul
University)
Choi,Eun-ha(Lecturer, Dept. of Advertising
& Public Relations, Namseoul University)
The purpose of this study is to practice a positive
research for comparative analysis of printing advertisement
effects of new high-tech products according to their
message cues. The message conditions are manipulated
according to their non-absurd · absurd visual cues(NAVC
and AVC hereafter, respectively) and explicit ·
implicit
rhetorical copywritings(ERE and IRE). The size of subjects
for this survey research is a group of 240 college students.
The main findings from the analysis are suggested as
follows. First, in the case of brand cognition, the
study shows that it makes little difference among persuasive
cues regardless of distinction of high-tech and non-high tech products. As of advertising attitude, however,
NAVC and IRE are to be more efficient persuading means
in non- high tech products than in high-tech ones.
The study also indicates that interaction effects among
three variants can be more efficient incentive to affirmative
results in non- high tech products, on condition that
NAVC and IRE demonstrate their conjoined pacing effects
with being restricted to purchasing intention. Finally,
while more hospitable advertising attitude is taken
in case of AVC-IRE combination on the one side, more
preferential brand attitude is assumed in case of AVC-IRE and NAVC-ERE combinations, respectively, on the
other.
Key words : absurd, non- absurd, visual cues, explicit
claims, implicit claims
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