A Study on the Advertising Effect due to Typeface Selection of body Copy of Printed Advertisement.

Ju, Young-Cheol(PR/Advertising Major Graduate School of Mass Communications, Chung-Ang University Prof.De Ryeong Lyi, Ph.D)

The purpose of this study is to inverstigate how the typeface selection affect the effect of advertisement.

In this study, we applied the existing methodolgy of body typeface to the printed advertisement. we established three hypotheses, and used Hangul phototype setting as independant variable, its size was ten point. We used two column ragged aligntype as composing setting methods.

Three hypothese are the following;

1) The order of each reading speed due to typefaces will be Myungjo, Gothic, Senalu.

2) There will be difference among understanding degrees of advertisement due to typefaces used on printed advertisement.

3) There will be difference among memories of advertisement's content due to typefaces used on printed advertisement.

We sampled 166 freshmen in Phungmun woman high school. And the content of sample advertisement piece was concerned with the computer for cosmetic surgery, Venus. The research design for this study was 3×3 factorial design.

Analysis of the finding showed that

1) The order of each reading speed due to typefaces used on printed advertisement was differend from that of existing body typeface, the result of this analysis was the order of Senalu, Gothic, Myungjo.

2) Having read the same size of fonts' there was difference among understanding degrees due to typefaces, the result of analysis showed that students understanded body copy written in gothic better than body copy written in the other two typefaces, and the difference among understanding degrees was singificant.

3) And there was difference between memories of advertisement content due to typefaces, the result was the same as the case of understanding degree. the memory of Gothic was higher than the others.

The result of analysis showed that the typeface read fastest did not necessary have the highest understanding degree and the highest memory and that there were not any mutual relation between those.

Finally we gained the fact that memory and understanding degree could vary with typeface.