광고 표현요소의 커뮤니케이션 효과에 관한 연구

초록

The importance of creating effective advertisements which can be helpful to improve brand value is ever increasing. The purpose of this study is to investigate the effect of 9 creative skills (the preference for the endorsers, humor, understandability. background music, etc.) in order to help creating advertisements. Thus a survey was conducted to 200 people with 20 advertisements. Research findings are as follows: First, the preference for the endorsers affected the effect of the advertisements in most cases. Secondly, the `understandability` revealed to be an important element in creating advertisements targeting the forties. Thirdly, consumer variables such as education, income, etc. did not influence on the effect of the advertisements in many cases.

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