The main purpose of this study is to research the advertising effects on the consumer behavior, the eventual purpose of advertisement for sex and product involvement which can be divided into two parts--high involvement; computer and low involvement; biscuit--according to the two different advertising presentation forms.

It is assumed that there is some difference in the recall, comprehension, liking and purchase intention for the advertising products among the participant's groups according to the above mentioned two different advertising presentation forms, and also assumed that there may be difference in the effect on the advertising presentation form according to the involvement degree of advertising products.

As a result of study I, in case of high-involvement, there was a significant difference between the two presentation forms because of the higher recall of the verbal component advertising on the male participant's group and the visual component advertising on the female participant's group. On the contrary, in case of low involvement, there was little difference between the two presentation forms, however, it was found that visual component advertising had higher effect on the recall of the advertising products regardless of sex.

Question: Is there any difference in the recall of the advertising products among the high and low-involvement and participant's groups according to the two advertising presentation forms?

Answer: There was generally a significant level in the subject study I.

As a result of subject study II, in case of high-involvement, the verbal component advertising has higher comprehension on the male participant's group than the visual component advertising, and the visual component advertising has higher comprehension on the female participant's group. On the contrary, in case of low-involvement, visual component advertising has higher comprehension both on male and female participant's groups than verbal component advertising.

Question: Is there any difference in the recall of the advertising products among the high and low-involvement and participation groups according to the presentation forms?

Answer: There was a significant level in subject study II.

As a result of subject study III, with regard of high-involvement, it was found out that the verbal component advertising has higher liking on the male participant group than visual component advertising and visual component advertising has higher liking on the female than

component advertising. And also, there was a significant level. In case of low-involvement, male group has higher liking on the verbal component advertising even though it's a comparatively low-involvement, on the contrary, female group has a higher liking on the visual component advertising than the verbal component. And also, there was a significant level between the two sexual groups.

Question: Is there any difference in the liking of the advertising products among the high and low-involvement and participation groups according to the presentation forms?

Answer: There was a significant level in subject study III.

As a result of subject study IV, in case of high-involvement, it was found that the verbal component advertising has higher effect on the male group for the purchase intention of the advertising products which is the final behavior of the information process than the visual component advertising, and also found that the visual component advertising has more effect on the female participant's group.

On the other hand, in case of low-involvement degree, both sexual groups show a higher purchase intention in the visual advertising.

Question: Is there any difference in the purchase intention of the advertising products among the high and low-involvement and the participation groups according to the presentation forms?

Answer: There was a significant level in the subject IV.