폭력적 영상의 시청이 동·정적으로 유형화된 인접 광고의 기억, 광고 태도, 구매 의도에미치는 영향

초록

The current study investigates the interactive impacts of active/calm framing and violent/nonviolent program on memory and evaluations of the advertisement. Active framing is to appeal the audience by evoking vigorous and active emotions and calm framing to attract them by eliciting peaceful and relaxing emotions. Violence/nonviolent videos were initially discerned by whether the video includes the physical actions which bear injury to others. In addition, violent/nonviolent videos were controlled by both inducing negative emotions in order to predict the interactive effects. The study was conducted as experiments in which the participants were shown violent or non-violent films and then exposed to a differently framed (active or calm) advertisement. It is advanced in a manner to analyze the interactions. In order to predict the interactions, theories of priming, mood repair and emotional motivation were utilized. Predictions were made that the interaction would occur following the congruency effect for storage and the reversed directions would be shown for purchasing intention and ad attitudes. Some of the results produced the predicted results for memory, ad attitude, and purchase intentions. This study presents that the appropriate matching of active or calm framing of advertisements with violent or nonviolent program may enhance the effectiveness of advertising.

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