A STUDY ON THE ATTITUDE-CHANGE THEORY OF THE KOREAN MAGAZINE ADVERTISEMENTS

Choi Hye Jeong(Depto of Mass Communucation Graduate School Chung Ang University)

The motivationof the present study was from the shortage of attitude and attitude-change theory in previous studies which were mainly studied on the communication effect. And the purposes of this study was to investigate the application of attitude-change theory to the korean magazine advertisements and the difference of it with goods traits.

The present study was argued to the concept of attitude, attitude-change theory and the possibility of application of attitude-change theory to the advertisements.

Form this, deduced the questions as follows:

1. What are the patterns of attitude-change theory that reveals in korean magazine advertisements?

2. Is there difference of attitude-change theory with the publishing times in korean magazine advertisements?

3. What are the differences of the pattern of attitude-change theory traits of goods?

In order to investigate the application of attitude-change theory to the advertisements, analysed the 400 advertisements published in YEO-SENG JUNG ANG(volumes of 3,6,9,12 during 1977-1986) by the six categories of goods traits and five categories of attitude-change theorys. The categories of goods traits are same as following:

(1) Typing the consumer-goods(convenience goods, shopping goods, specialty goods) (2) The relation of buyer and user (3) Sex of consumer (4) Using period of goods (5) Seasonality of goods (6) Price of goods. And the categories of attitude-change theory is (1) conditioning approach (2) Motivational approach (3) Self-persuation approach (4) Attributional approach (5) Judgemental approach.

Also, for meaningful qualitative analysis, the (4) categories in attitude change theory that were low frequency was intergrated. From the above statements, obtained the results as following : The types of attitude-change theory reveals in korean magazine advertisements are conditioning model931.0%), motivational model (40.3%), self persuation model (17.3%), attribution model(2.3%), judgemental model(9.3%).

But the difference of the types of attitude-change theory do not relvealed with publishing times. The significant differences of attitude-change theory with goods traits were revaled. Particulary, the conditioning model was related to the convenience goods and specialty goods, and the motivational model related to the shopping goods.

Also, conditioning model was related to the case of when the buyer ans user were same, and self-persuasion model was related tot he case of when the buyer and user were divided. Typing by the user, motivational model was used as female and both the conditioning and motivational model were used as not. Typing by the period of using goods, conditioning model was used in permanent, motivational model was used in semipermanent and both the conditioning and motivational model were used in short-term.

Typing by the seasonality of goods, the motivational model was sued in one-season goods and both the conditioning and self persuasion model were used in four-season goods.

Typing by the price, conditioning model was used in high price goods, motivational model was used in middle price and the self persuasion model was used in low price goods.

From the above results, significant differences of attitude-change theory were existed with the traits of goods.