Abstract

The Effects of Affect Induced by Public Service Advertising on Advertising effects

Kim Sung Hoon, Ph. D. Assistant professor, Advertising & PR, University of Semyung

According to some previous studies, affect has been said to have influence on consumers' behaviors. It has been also argued that affect has influenced on public service advertising effect. However, there are few studies to find relationship between affect and public service advertising effect. This research examines how various affects influence public service advertising effect. This study assumes that affect takes three sub-categrized factors - pleasure, arousal and domination. It is frequently used consumer behavior area and so called PAD model. The purpose of this research are (1) to find affect factor induced by public service advertising, (2) to examine the influence of affect on public service advertising effect. To test the hypothesis, data from 642 subject was obtained. As expected, the results of the analysis verify that affectional experience consists of three components: pleasure, arousal, domination. Result shows that affect induced by public service advertising significantly influences effects. This study describes some suggestion for the future study.

Key Word : public service advertising. Affect. Advertising Effect.