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광고에서 실용론적 암시의 영향
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광고에서 실용론적 암시의 영향.hwp
[Size :
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자료설명
광고에서 실용론적 암시의 영향에 대해 연구한 자료입니다.
up광고에서실용론적암시의영향
up광고에서실용론적암시의영향
목차/차례
- []
- 1. 서론
- 2. 이론적 배경
- 1) 실용 언어심리학
- 2) 인지 욕구
- 3. 방법
- 1) 연구 대상
- 2) 실험 설계
- 3) 독립 변수
- 4) 종속 변수
- 5) 실험 재료
- 6) 실험 절차
- 4. 결과
- 5. 논의
- 참고문헌
본문/내용
Carroll 등(1994)의 연구에서와 같이 일반적으로 읽기광고가 구술광고보다 더 친밀하게 느껴지므로 이 실험에서는 읽기 광고문구로 하였다. 사전조사에서 선정한 광고문구들을 토대로 가상의 상표를 삽입하여 새로운 문구들을 만들어냈다. 각 문장의 형태소 개수는 27～71개로 평균 48개의 형태소로 이루어진 한두 줄 정도의 문장으로 한정하여 문구크기에서 오는 오류를 최소화하였다.
광고들은 모두 허구의 제품으로 자주 TV와 라디오, 신문, 잡지에서 접하는 형태이며 각 광고는 단언형태의 주장과 암시형태의 주장 두 가지 버전으로 제작되었다. 단언형태는 제품에 대해 직접적으로 언급한 결정적인 문구로, 암시형태는 앞서 얘기한 다섯 가지 암시유형으로 만들어졌다. 두 유형간의 내용은 차이가 없도록 유의하였다. 만들어진 광고 카피들은 수차례의 사정절차를 거쳐 내용인식에 어려움이 없는지를 검토하였고 단언과 암시가 확연히 구분되도록 조작하였다. <표 1>에 샘플 자료를 제시하였다.
광고들은 모두 허구의 제품으로 자주 TV와 라디오, 신문, 잡지에서 접하는 형태이며 각 광고는 단언형태의 주장과 암시형태의 주장 두 가지 버전으로 제작되었다. 단언형태는 제품에 대해 직접적으로 언급한 결정적인 문구로, 암시형태는 앞서 얘기한 다섯 가지 암시유형으로 만들어졌다. 두 유형간의 내용은 차이가 없도록 유의하였다. 만들어진 광고 카피들은 수차례의 사정절차를 거쳐 내용인식에 어려움이 없는지를 검토하였고 단언과 암시가 확연히 구분되도록 조작하였다. <표 1>에 샘플 자료를 제시하였다.
참고문헌
참고문헌
김광석 (1994). 광고비평-광고표현: 그 이론과 원칙. 서울: 한나래.
김완석 (1994). 한국형 인지욕구척도 개발 연구. 한국심리학회지: 산업 및 조직, 7(1), 87-101.
민현선 (1991). 청소년 소비자의 TV광고판별능력에 관한 연구. 석사학위 청구논문, 서울대학교.
박종민 (2001). 조작광고의 수사적, 윤리적, 그리고 논리적 허용기준에 관한 고찰. 광고학연구, 12(1), 131-148.
양윤 (1996). 인지욕구, 자기감시, 및 사용상황이 소비자 정보획득과정에 미치는 영향. 한국심리학회지: 산업 및 조직, 9(2), 61-79.
윤현섭 저 (1994). 언어 심리학. 서울: 傳英社.
여정성 (1996). 한국에서의 기만광고 규제에 대한 효과분석. 소비자학 연구, 7권, 147-161.
이은영, 여정성 (1995). 기만광고 유형별 소비자 오도에 관한 연구. 생활과학연구, 20, 21-34.
정길정, 연준흠 옮김 (1994). 언어심리학: 문장과 담화처리 과정 이해. 서울: 한국 문화사.
Armstrong, D. A., Kendall, & Russ, F. A. (1975). Application of consumer information processing research to public policy issues. Communication Research, 2,
Bruno, K. J., & Harris, R. J. (1980). The effect of repetition on the discrimination of asserted and implied claims in advertising. Applied Psychology, 1, 307-321.
Cacioppo, J. T., & Petty, R. E. (1982). The need for cognition. Journal of Personality and Social Psychology, 42, 116-131.
Cacioppo, J. T., Petty, R. E., Feinstein, J. A., & Jarvis, B. G. (1996). Dispositional differences in cognitive motivation: The life and time of individual varying in need for cognition. Psychological Bulletin, 119(2), 197-253.
Cacioppo, J. T., Petty, R. E., Kao, C., & Rodriguez, R. (1986). Central and peripheral route to persuasion: An individual difference perspective. Journal of Personality and Social Psychology, 51, 1032-1043.
Cacioppo, J. T., Petty, R. E., & Morris, K. (1983). Effects of need for cognition on message evaluation, recall, and persuasion. Journal of Personality and Social Psychology, 45, 805-818.
Evans, J. S. B. (1982). The psychology of deductive reasoning. London: Routledge & Kegan Paul.
Greenwald, A. G., & Leavitt C. (1984). Audience involvement in advertising: Four levels. Journal of Consumer Psychology, 11, 581-592.
Harris, R. J. (1977). Comprehension of pragmatic implication in advertising. Journal of Applied Psychology, 67(5), 603-608.
Harris, R. J. (1981). Inferences in information processing. In G. H. Bower (Ed.), The Psychology of learning and Motivation, 15, 81-128.
Harris, R. J. (1983). Information processing research in advertising. Hillsdale, NJ: Lawrence Erlbaum Associates.
Harris, R. J. (1989). A cognitive psychology of mass communication. Hillsdale, NJ: Lawrence Erlbaum Associates.
Harris, R. J., Dubitsky, T. M., & Bruno, K. J. (1983). Psycholinguistic studies of misleading advertising. In R. J. Harris (Ed.), Information processing research in advertising (pp. 241-262), Hillsdale, NJ: Lawrence Erlbaum Associates.
Harris, R. J., Dubitsky, T. M., & Thompson, S. (1979). Learning to identify deceptive truth in advertising. In J. H. Leigh & C. R. Martin, Jr. (Eds.), Current issues and research in advertising. Ann Arbor: University of Michigan Graduate School of Business Administration Division of Research.
Harris, R. J., Earl, B. G., Sprick, S. J., & Carroll, C. (1994). Effects of foreign product names and country-of-origin attributions on advertisement evaluations. Psychology & Marketing, 11(2), 129-144.
Harris, R. J, McCoy, S. J., Foster, T. R., Krenke, N., & Bechtold. J. I. (1988). An experimental test of the relationship of advertising language to the strength of inferences drawn about product claim. Proceeding from the 22nd Annual Mid-America Linguistic Conference. Lawrence, KS: University of Kansas.
Harris, R. J., & Monaco, G. E. (1978). The psychology of pragmatic implication: Information processing between the lines. Journal of Experimental Psychology: General, 107, 1-22.
Harris, R. J., Pounds, J. C., Malorelle, M. J., & Mermis, M. (1993). The effect of type of claim, gender, and buying history on the drawing of pragmatic inferences from advertising claims. Journal of Consumer Psychology, 2(1), 83-95.
Haugvedt, C. P., Petty, R. E., Cacioppo, J. T., & Steidley, T. (1988). Personality and advertising effectiveness: Exploring the utility of need for cognition. Advances in Consumer Research, 15, 209-212.
Heckler, S. E. & Childers, T. L. (1992). The role of expectancy and relevancy in memory for verbal and visual information: What is incongruency? Journal of Consumer Research, 18, 475-492.
Jacoby, J., & Hoyer, W. D. (1982). Viewer miscomprehension of televised communication: Selected findings. Journal of Marketing, 46, 12-26.
Jacoby, J., & Hoyer, W. D. (1987). The comprehension and miscomprehension of magazine content: An item-level reanalysis. The Second Walter H. Stellner Symposium on the Uses of Cognitive Psychology in Advertising and Marketing, University of Illinois (May).
Jacoby, J., & Hoyer, W. D. (1990). The miscomprehension of mass-media advertising claims. Journal of Advertising Research, 29, 9-16.
Jacoby, J., Hoyer, W. D., & Sheluga, D. A. (1980). Miscomprehension of televised communications. American Association of Advertising Agencies.
Kuehl, P. G., & Dyer, R. F. (1977). Brand belief measures in deceptive-corrective advertising: An experimental assessment. In K. L. Bernhardt (Ed.), Marketing: 1776-1976 and Beyond (pp. 373-379.), Chicago: American Marketing Association.
Peltier, J. W., & Schibrowsky, J. A. (1994). Need for cognition, advertising viewing time and memory for advertising stimuli. Advances in Consumer Research, 21, 244-250.
Phillips, M. J. (1997). Ethics and manipulative in advertising: Answering a flawed indictment. Connecticut: Quorum Books.
Preston, I. L. (1982). The association model of the advertising communication process. Journal of Advertising Research, 11(2), 3-15.
Preston, I. L. (1983). Research on deceptive advertising: Commentary. In R. J. Harris (Ed.), Information processing research in advertising (pp. 289-305), Hillsdale, NJ: Lawrence Erlbaum Associates.
Preston, I. L., & Richards, J. I. (1986). Consumer miscomprehension as a challenge to FTC prosecution of deceptive advertising. The John Marshal Law Reiew, 57, 1243-1310.
Richards, J. I. (1990). Deceptive advertising: Behavioral study of a legal concept. Hillsdale, NJ: Lawrence Erlbaum Associates.
Rotfeld, H. J., & Preston, I. L. (1981). The potential impact of research on advertising law. Journal of Advertising Research, 21, 9-17.
Russo, J. E., Metcalf, B. L., & Stephens, D. (1981). Identifying misleading advertising. Journal of Consumer Research, 8, 119-131.
Singer, M. (1990). Psychology of language: An introduction to sentence and discourse process.
Schultz, H. G., & Casey, M. (1980). Consumer perceptions of advertising as misleading. Journal of Consumer Affairs, 15, 340-357.
Stayman, D. M., & Kardes, F. R. (1992). Spontaneous inference processes in advertising: Effects of need for cognition and self-monitoring on inference generation and utilization. Journal of Consumer Psychology, 1(2), 125-142.
Wason, P. C., & John-Laired, P. N. (1972). Psychology of reasoning: structure and content. Cambridge, Mass: Harvard University Press.
김광석 (1994). 광고비평-광고표현: 그 이론과 원칙. 서울: 한나래.
김완석 (1994). 한국형 인지욕구척도 개발 연구. 한국심리학회지: 산업 및 조직, 7(1), 87-101.
민현선 (1991). 청소년 소비자의 TV광고판별능력에 관한 연구. 석사학위 청구논문, 서울대학교.
박종민 (2001). 조작광고의 수사적, 윤리적, 그리고 논리적 허용기준에 관한 고찰. 광고학연구, 12(1), 131-148.
양윤 (1996). 인지욕구, 자기감시, 및 사용상황이 소비자 정보획득과정에 미치는 영향. 한국심리학회지: 산업 및 조직, 9(2), 61-79.
윤현섭 저 (1994). 언어 심리학. 서울: 傳英社.
여정성 (1996). 한국에서의 기만광고 규제에 대한 효과분석. 소비자학 연구, 7권, 147-161.
이은영, 여정성 (1995). 기만광고 유형별 소비자 오도에 관한 연구. 생활과학연구, 20, 21-34.
정길정, 연준흠 옮김 (1994). 언어심리학: 문장과 담화처리 과정 이해. 서울: 한국 문화사.
Armstrong, D. A., Kendall, & Russ, F. A. (1975). Application of consumer information processing research to public policy issues. Communication Research, 2,
Bruno, K. J., & Harris, R. J. (1980). The effect of repetition on the discrimination of asserted and implied claims in advertising. Applied Psychology, 1, 307-321.
Cacioppo, J. T., & Petty, R. E. (1982). The need for cognition. Journal of Personality and Social Psychology, 42, 116-131.
Cacioppo, J. T., Petty, R. E., Feinstein, J. A., & Jarvis, B. G. (1996). Dispositional differences in cognitive motivation: The life and time of individual varying in need for cognition. Psychological Bulletin, 119(2), 197-253.
Cacioppo, J. T., Petty, R. E., Kao, C., & Rodriguez, R. (1986). Central and peripheral route to persuasion: An individual difference perspective. Journal of Personality and Social Psychology, 51, 1032-1043.
Cacioppo, J. T., Petty, R. E., & Morris, K. (1983). Effects of need for cognition on message evaluation, recall, and persuasion. Journal of Personality and Social Psychology, 45, 805-818.
Evans, J. S. B. (1982). The psychology of deductive reasoning. London: Routledge & Kegan Paul.
Greenwald, A. G., & Leavitt C. (1984). Audience involvement in advertising: Four levels. Journal of Consumer Psychology, 11, 581-592.
Harris, R. J. (1977). Comprehension of pragmatic implication in advertising. Journal of Applied Psychology, 67(5), 603-608.
Harris, R. J. (1981). Inferences in information processing. In G. H. Bower (Ed.), The Psychology of learning and Motivation, 15, 81-128.
Harris, R. J. (1983). Information processing research in advertising. Hillsdale, NJ: Lawrence Erlbaum Associates.
Harris, R. J. (1989). A cognitive psychology of mass communication. Hillsdale, NJ: Lawrence Erlbaum Associates.
Harris, R. J., Dubitsky, T. M., & Bruno, K. J. (1983). Psycholinguistic studies of misleading advertising. In R. J. Harris (Ed.), Information processing research in advertising (pp. 241-262), Hillsdale, NJ: Lawrence Erlbaum Associates.
Harris, R. J., Dubitsky, T. M., & Thompson, S. (1979). Learning to identify deceptive truth in advertising. In J. H. Leigh & C. R. Martin, Jr. (Eds.), Current issues and research in advertising. Ann Arbor: University of Michigan Graduate School of Business Administration Division of Research.
Harris, R. J., Earl, B. G., Sprick, S. J., & Carroll, C. (1994). Effects of foreign product names and country-of-origin attributions on advertisement evaluations. Psychology & Marketing, 11(2), 129-144.
Harris, R. J, McCoy, S. J., Foster, T. R., Krenke, N., & Bechtold. J. I. (1988). An experimental test of the relationship of advertising language to the strength of inferences drawn about product claim. Proceeding from the 22nd Annual Mid-America Linguistic Conference. Lawrence, KS: University of Kansas.
Harris, R. J., & Monaco, G. E. (1978). The psychology of pragmatic implication: Information processing between the lines. Journal of Experimental Psychology: General, 107, 1-22.
Harris, R. J., Pounds, J. C., Malorelle, M. J., & Mermis, M. (1993). The effect of type of claim, gender, and buying history on the drawing of pragmatic inferences from advertising claims. Journal of Consumer Psychology, 2(1), 83-95.
Haugvedt, C. P., Petty, R. E., Cacioppo, J. T., & Steidley, T. (1988). Personality and advertising effectiveness: Exploring the utility of need for cognition. Advances in Consumer Research, 15, 209-212.
Heckler, S. E. & Childers, T. L. (1992). The role of expectancy and relevancy in memory for verbal and visual information: What is incongruency? Journal of Consumer Research, 18, 475-492.
Jacoby, J., & Hoyer, W. D. (1982). Viewer miscomprehension of televised communication: Selected findings. Journal of Marketing, 46, 12-26.
Jacoby, J., & Hoyer, W. D. (1987). The comprehension and miscomprehension of magazine content: An item-level reanalysis. The Second Walter H. Stellner Symposium on the Uses of Cognitive Psychology in Advertising and Marketing, University of Illinois (May).
Jacoby, J., & Hoyer, W. D. (1990). The miscomprehension of mass-media advertising claims. Journal of Advertising Research, 29, 9-16.
Jacoby, J., Hoyer, W. D., & Sheluga, D. A. (1980). Miscomprehension of televised communications. American Association of Advertising Agencies.
Kuehl, P. G., & Dyer, R. F. (1977). Brand belief measures in deceptive-corrective advertising: An experimental assessment. In K. L. Bernhardt (Ed.), Marketing: 1776-1976 and Beyond (pp. 373-379.), Chicago: American Marketing Association.
Peltier, J. W., & Schibrowsky, J. A. (1994). Need for cognition, advertising viewing time and memory for advertising stimuli. Advances in Consumer Research, 21, 244-250.
Phillips, M. J. (1997). Ethics and manipulative in advertising: Answering a flawed indictment. Connecticut: Quorum Books.
Preston, I. L. (1982). The association model of the advertising communication process. Journal of Advertising Research, 11(2), 3-15.
Preston, I. L. (1983). Research on deceptive advertising: Commentary. In R. J. Harris (Ed.), Information processing research in advertising (pp. 289-305), Hillsdale, NJ: Lawrence Erlbaum Associates.
Preston, I. L., & Richards, J. I. (1986). Consumer miscomprehension as a challenge to FTC prosecution of deceptive advertising. The John Marshal Law Reiew, 57, 1243-1310.
Richards, J. I. (1990). Deceptive advertising: Behavioral study of a legal concept. Hillsdale, NJ: Lawrence Erlbaum Associates.
Rotfeld, H. J., & Preston, I. L. (1981). The potential impact of research on advertising law. Journal of Advertising Research, 21, 9-17.
Russo, J. E., Metcalf, B. L., & Stephens, D. (1981). Identifying misleading advertising. Journal of Consumer Research, 8, 119-131.
Singer, M. (1990). Psychology of language: An introduction to sentence and discourse process.
Schultz, H. G., & Casey, M. (1980). Consumer perceptions of advertising as misleading. Journal of Consumer Affairs, 15, 340-357.
Stayman, D. M., & Kardes, F. R. (1992). Spontaneous inference processes in advertising: Effects of need for cognition and self-monitoring on inference generation and utilization. Journal of Consumer Psychology, 1(2), 125-142.
Wason, P. C., & John-Laired, P. N. (1972). Psychology of reasoning: structure and content. Cambridge, Mass: Harvard University Press.
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