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효력적 광고가 주는 심리학적 성차별의 영향
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효력적 광고가 주는 심리학적 성차별의 영향.hwp
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효력적 광고가 주는 심리학적 성차별의 영향.hwp
[Size :
384 Kbyte
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자료설명
효력적 광고가 주는 심리학적 성차별의 영향에 대해 조사한 자료입니다.
효력적광고가주는정신적성차별의영향
효력적광고가주는정신적성차별의영향
목차/차례
제 1 장 서 론 ···················································· 1
제 1 절 연구의 목적 ············································· 1제 2 절 연구의 방법 및 구성 ····································· 3
제 2 장 심리학적 관점에서의 성별차이에 대한 고찰 ··················· 5제 1 절 인지능력에 있어서의 성별차이 ···························· 5
1. 연구상의 문제점 ··········································· 5
2. 인지능력의 성별차이 ······································· 6
3. 판단에 있어서의 남녀차이 ·································· 8
제 2 절 사회적 행동의 성별차이와 리론적 접근 ···················· 101. 사회적 행동의 남녀차이 ···································· 10
2. 행동의 성차에 대한 설명들 ································· 17
제 3 절 심리학적 성별차이와 광고와의 연계 ······················· 18
제 3 장 광고의 성역할묘사에 관한 연구 ······························ 21
제 1 절 성역할에 대한 개념적 틀 ································· 22
1. 성역할과 성역할 고정관념 ·································· 22
2. 성역할 발달의 리론 ········································ 24
제 2 절 광고의 성역할 묘사에 대한 기존 연구 ····················· 27
1. 잡지 광고물 분석연구 ······································ 28
2. TV 광고물 분석 연구 ······································· 33
3. 광고물에 나타난 녀성상 선호도에 관한 연구 ················· 35
제 4 장 광고효과에 관한 분석 ······································· 37
제 1 절 광고효과에 대한 리론적 고찰 ····························· 37제 2 절 광고에 대한 태도와 광고효과 ····························· 40
1. 광고에 대한 태도의 정의 ··································· 40
2. 광고에 대한 태도의 결정변수 ······························· 40
3. 광고에 대한 태도가 광고효과에 미치는 영향에 관한 연구 ····· 46
제 3 절 광고에 대한 태도의 매개역할에 관한 모형의 고찰 ·········· 51
1. 감정전이모형 ·············································· 52
2. 이중매개모형 ·············································· 53
3. 상호매개모형 ·············································· 54
4. 독립영향모형 ·············································· 54
제 2 절 실증 연구의 방법 ········································ 58
1. 변수들의 조작적 정의 ······································ 58
2. 실험용 광고의 제작 및 예비조사 ···························· 58
3. 조사 대상자의 선정 ········································ 59
4. 설문지의 구성 ············································· 60
5. 실험의 절차 ··············································· 61
1. 설문 문항의 분석 ·········································· 62
2. 가설의 검증 ··············································· 65
3. 광고 구성을 위한 시사점 ··································· 73
제 6 장 결 론 ···················································· 74
제 1 절 연구의 요약 ············································· 74
제 2 절 연구의 한계 및 앞으로의 연구방향 ························ 75
참 고 문 헌 ························································· 77
ABSTRACT ···························································· 85
부 록(설문지 및 실험용 광고) ······································· 89
제 3 절 광고에 대한 태도의 매개역할에 관한 모형의 고찰 ·········· 51
1. 감정전이모형 ·············································· 52
2. 이중매개모형 ·············································· 53
3. 상호매개모형 ·············································· 54
4. 독립영향모형 ·············································· 54
제 5 장 실증연구 ··················································· 56
제 1 절 가설의 도출 ············································· 56제 2 절 실증 연구의 방법 ········································ 58
1. 변수들의 조작적 정의 ······································ 58
2. 실험용 광고의 제작 및 예비조사 ···························· 58
3. 조사 대상자의 선정 ········································ 59
4. 설문지의 구성 ············································· 60
5. 실험의 절차 ··············································· 61
6. 분석방법 ·················································· 61
제 3 절 실증연구의 결과 ········································· 621. 설문 문항의 분석 ·········································· 62
2. 가설의 검증 ··············································· 65
3. 광고 구성을 위한 시사점 ··································· 73
제 6 장 결 론 ···················································· 74
제 1 절 연구의 요약 ············································· 74
제 2 절 연구의 한계 및 앞으로의 연구방향 ························ 75
참 고 문 헌 ························································· 77
ABSTRACT ···························································· 85
부 록(설문지 및 실험용 광고) ······································· 89
본문/내용
광고의 신뢰성이 광고에 대한 태도에 미치는 영향은 Fishbein 과 Ajzen의 태도형성의 기대-가치리론(expectancy-value theory of attitude formation)으로 설명할 수 있다. M. Fishbein and I. Ajzen, op. cit., pp.30-32.
즉 태도가 신념과 가치평가의 곱으로 나타나는 것처럼 오디언스가 광고주장에 대해 신뢰하는 정도와 그 신뢰성에 대한 주관적인 가치의 곱이 광고에 대한 태도의 결정요소가 되며 광고의 신뢰성에 높을수록 광고에 대한 태도는 호의적으로 형성된다.
광고의 신뢰성에 영향을 주는 요소로 광고주장의 모순(ad claim discrepancy), 광고에 대한 일반적인 신뢰도(advertising credibility), 광고주에 대한 신뢰도(advertiser credibility) 등이 있다.
광고주장의 모순은 광고에서 제시된 상표에 대한 주장과 그 상표가 제공하는 실제적인 혜택간의 불일치 정도를 의미하며, 광고에 대한 일반적인 신뢰도는 특정 광고가 아닌 광고에 대해서 소비자들이 ‘일반적으로’ 부여하는 믿음의 정도를 말한다. 또 광고주에 대한 신뢰도는 소비자들이 특정광고의 광고주에 대해 부여하는 인지된 믿음의 정도를 뜻하는 것이다. R.J. Lutz, S.B. MacKenzie, a…(생략)
즉 태도가 신념과 가치평가의 곱으로 나타나는 것처럼 오디언스가 광고주장에 대해 신뢰하는 정도와 그 신뢰성에 대한 주관적인 가치의 곱이 광고에 대한 태도의 결정요소가 되며 광고의 신뢰성에 높을수록 광고에 대한 태도는 호의적으로 형성된다.
광고의 신뢰성에 영향을 주는 요소로 광고주장의 모순(ad claim discrepancy), 광고에 대한 일반적인 신뢰도(advertising credibility), 광고주에 대한 신뢰도(advertiser credibility) 등이 있다.
광고주장의 모순은 광고에서 제시된 상표에 대한 주장과 그 상표가 제공하는 실제적인 혜택간의 불일치 정도를 의미하며, 광고에 대한 일반적인 신뢰도는 특정 광고가 아닌 광고에 대해서 소비자들이 ‘일반적으로’ 부여하는 믿음의 정도를 말한다. 또 광고주에 대한 신뢰도는 소비자들이 특정광고의 광고주에 대해 부여하는 인지된 믿음의 정도를 뜻하는 것이다. R.J. Lutz, S.B. MacKenzie, a…(생략)
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I D : goth******* Date : 2013-08-09 FileNo : 16143785 |
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