초록

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Abstract ▼ AI-Helper

The aim of this study is to explore major source characteristics of advertising characters and to verify the effects of source characteristics on character liking and advertising liking. For this purpose, this study employed the evaluation characteristics of human advertising sources. The results of...

The aim of this study is to explore major source characteristics of advertising characters and to verify the effects of source characteristics on character liking and advertising liking. For this purpose, this study employed the evaluation characteristics of human advertising sources. The results of the factor analysis revealed five significant factors: similarity, credibility, familiarity, dynamism, attractiveness. These five factors entered into the multiple regression analysis, followed by the result that each factor had discriminative effects on character liking and advertising liking: the familiarity factor had more significant effects than any other factors on character liking and advertising liking, but the effects on advertising liking were revealed to produce to almost the same amount among five factors. The data from this study finally showed that significant differences were found statistically in the advertising liking according to character liking. The results of this study provided some evidence for the validity of the source characteristics of advertising characters and thus implied that some major characteristic factors, like familiarity, should be considered more important than other factors in producing likable advertising characters and likable advertising.

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