Abstract
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The influence of white space and product's
attribute in printed advertisements |
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Yim, Yoon Jeong
Advertising & PR Major
Dep. of Journalism
The Graduat e School of
Chung- Ang University |
This study is about the effect of white space in printed advertisements.
It discusses advertising's effect, cosidering product's attribute
that may have influence on the effect of white space. Independent
var iables of this study are use of white space(ues/no use) and
product￠s attribute(pureness/convenience), and dependent variable
of this study are cognitive response, ad attitude, brand att itude
and pr oduct purchase intention of consumers.
This study was run as a 22 factorial design with 50 subjects percell,
resulting in a total sample size 200, and randomly assigned each
suject to 1 of the 4 treatment groups.
The results of this study is as follows ;
(1) The influence of white space is that ad with white space is
significantly higher than ad without white space in tot al cognitive
response and neutral cognitive response, ad attitude, brand attitude
and product's attribute doesn't have influence on total cognitive
response.
(2) The influence of product's attribute is that ad with product's
attiribute of 'convenience' is higher than that of 'pureness' in
negative cognitive response, and ad with product's attiribute of
'pureness' is higher than that of 'convenience' in ad attitude and
brand attitude.
(3) The interactive effect of white space and product's attribute
is showed in product purchase intention. The ad with product's attribute
of 'pureness' in the ad with white space is significantly high in
product purchase intention.
According to the results of this study, us e of white space and
pr oduct's attribute must be variable to have influence on ad effect.
The finding of this study illustrate the need for various study
about practical ues of white space as more effective advertising
communication strategy of many companies.
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