ScholarWorks@중앙대학교

초록

As the demand for clip videos edited from TV programs increases, assessing the effectiveness of pre-roll ads is required. One of the influential factors on the clip video view is who appears in the video. Therefore, the contextual congruence between the ad-clip video was tested using the performing actor/actress. Two experiments showed that first, consumers perceived a higher contextual congruency when the same performer appeared in the ad and the clip video than when there was no appearance of the actor in the ad. Second, the effect of the ad-clip video contextual congruency through performers differed based on the genre of the clip. In the entertainment genre, the clip video attitude improved rather than the ad, whereas with the drama genre, the congruence affected ad liking, but not the attitude toward the clip video.

키워드