광고의 정적/동적 프레이밍과 성별의 상호작용에 관한 연구

초록

The current study investigates the interactive impacts of gender and calm/active framing on evaluations of the advertisement. Calm framing appeals to the recipients with the quiescent and comfortable expressions and active framing attracts them with energetic and dynamic descriptions of the advocated products in the message. Calm/active framing is designed to provoke calm or active emotional(only positive) responses. The framing is theorized to reflect the activation of approach/avoidance motivation systems. Gender is also known as related to the different activation levels of approach/avoidance motivation systems. The experiments 1 and 2 were conducted in which the participants watched the calmly and actively framed messages in the within-subject designs. The results showed a significant interaction of gender with framing on attitudes toward the message. Both Experiment 1 and Experiment 2 showed that female participants preferred calm to active framing and the significance was elicited from the evaluation of the non-claim components regarded as peripheral cues. The male participants did not respond differently to the calm/active framing.

키워드