공익광고는 광고의 빈도나 전체 광고비에서의 비중으로 보면 미미한 편이지만 사회적 영향력으로 보면 무시할 수 없는 중요성을 갖고 있다. 사회적 중요성에 비해 그동안의 연구가 미흡했던 공익광고의 광고효과에 관해 3(광고주 유형)X2(메시지 유형) 요인방안의 실험을 실시하였다.
실험에서 얻어진 자료를 분석하여 광고주 유형, 메시지 유형, 자기 검색도, 관여도와 같은 독립변인이 쓰레기 분리수거 공익광고에 대한 태도, 쓰레기 분리수거 속성신념, 쓰레기 분리수거 태도, 쓰레기 분리수거 의도와 같은 광고효과 관련 종속변인에 미치는 영향을 살펴보았다.
그 결과 첫째, 공익광고 관련 기구인 공익광고협의회의 광고주 신뢰성이 환경부나 국정홍보처와 같은 정부기관의 광고주 신뢰성보다 높게 나타났지만, 광고효과에 있어서는 차이가 없는 것으로 나타났다. 둘째, 쓰레기 분리수거에 대한 긍정적인 유형의 광고메시지는 낮은 자기 검색도 집단에서, 부정적인 유형의 광고메시지는 높은 자기 검색도 집단에서 더욱 효과적인 것으로 나타났다. 셋째, 쓰레기 분리수거에 대한 광고메시지 유형에 상관없이, 수용자의 관여도가 높을수록 광고효과가 커지는 것으로 나타났다.
공익광고는 광고의 빈도나 전체 광고비에서의 비중으로 보면 미미한 편이지만 사회적 영향력으로 보면 무시할 수 없는 중요성을 갖고 있다. 사회적 중요성에 비해 그동안의 연구가 미흡했던 공익광고의 광고효과에 관해 3(광고주 유형)X2(메시지 유형) 요인방안의 실험을 실시하였다.
실험에서 얻어진 자료를 분석하여 광고주 유형, 메시지 유형, 자기 검색도, 관여도와 같은 독립변인이 쓰레기 분리수거 공익광고에 대한 태도, 쓰레기 분리수거 속성신념, 쓰레기 분리수거 태도, 쓰레기 분리수거 의도와 같은 광고효과 관련 종속변인에 미치는 영향을 살펴보았다.
그 결과 첫째, 공익광고 관련 기구인 공익광고협의회의 광고주 신뢰성이 환경부나 국정홍보처와 같은 정부기관의 광고주 신뢰성보다 높게 나타났지만, 광고효과에 있어서는 차이가 없는 것으로 나타났다. 둘째, 쓰레기 분리수거에 대한 긍정적인 유형의 광고메시지는 낮은 자기 검색도 집단에서, 부정적인 유형의 광고메시지는 높은 자기 검색도 집단에서 더욱 효과적인 것으로 나타났다. 셋째, 쓰레기 분리수거에 대한 광고메시지 유형에 상관없이, 수용자의 관여도가 높을수록 광고효과가 커지는 것으로 나타났다.
There were few studies on the effectiveness of public service advertising, compared with product or general service advertising. And those studies could not fully explain the effectiveness of public service advertising. So, conducting the experiment on the effective？ess of advertiser, message. self-...
There were few studies on the effectiveness of public service advertising, compared with product or general service advertising. And those studies could not fully explain the effectiveness of public service advertising. So, conducting the experiment on the effective？ess of advertiser, message. self-monitoring and involvement in public service advertising, many strategic implications in. public service advertising are recommended. The following hypotheses were formulated and tested. 1. There will be difference in the advertising effects of advertiser in public service advertising. The public service advertisements sponsored by public agency will be more effective than advertisements sponsored by government agency. 2. There will be the interaction effect of ad message type and receivers" self-monitoring in public service advertising. In high self-monitoring group, negative ad message will be effective; in low self-monitoring group, positive ad message will be effective. 3. Receivers" issue involvement in public service advertising will have a positive correlation with advertising effects irrespective of ad message type. Irrespective of ad message type, the higher receivers" issue involvement in public service advertisement is, the greater advertising effects will be. In order to test these hypotheses, 3 (advertiser) X2 (message) factorial design experiment was carried out for 209 university students. In experiment, subjects were exposed to one ad among six advertisements. And then the subjects answered the scales measuring attitude toward the advertisement, advertiser credibility, beliefs in issue attributes, issue attitude, behavior intention, self-monitoring, involvement. The obtained data were analyzed by using ANOVA. As the results, Hypothesis Ⅰ was not supported. The advertising effects of advertisers in public service advertising were not different. Hypothesis Ⅱ was supported. There was the interaction effect of ad message type and receivers" self-monitoring in public service advertising. In high self-monitoring group, negative ad message was effective; in low self-monitoring group, positive ad message was effective. Hypothesis Ⅲ was supported. Receivers" issue involvement in public service advertising has a positive correlation with advertising effects, irrespective of ad message type. Irrespective of ad message type, the higher receivers" issue involvement in public service advertisement is, the greater advertising effects were. Based on the above results of hypotheses testing, therefore, the following conclusion was drawn from this study: (1) the advertising effects of advertisers in public service advertising are not different; (2) in high self-monitoring group, negative ad message is effective; in low self-monitoring group, positive ad message is effective; (3) irrespective of ad message type, the higher receivers" issue involvement in public service advertisement is, the greater advertising effects are.
There were few studies on the effectiveness of public service advertising, compared with product or general service advertising. And those studies could not fully explain the effectiveness of public service advertising. So, conducting the experiment on the effective？ess of advertiser, message. self-monitoring and involvement in public service advertising, many strategic implications in. public service advertising are recommended. The following hypotheses were formulated and tested. 1. There will be difference in the advertising effects of advertiser in public service advertising. The public service advertisements sponsored by public agency will be more effective than advertisements sponsored by government agency. 2. There will be the interaction effect of ad message type and receivers" self-monitoring in public service advertising. In high self-monitoring group, negative ad message will be effective; in low self-monitoring group, positive ad message will be effective. 3. Receivers" issue involvement in public service advertising will have a positive correlation with advertising effects irrespective of ad message type. Irrespective of ad message type, the higher receivers" issue involvement in public service advertisement is, the greater advertising effects will be. In order to test these hypotheses, 3 (advertiser) X2 (message) factorial design experiment was carried out for 209 university students. In experiment, subjects were exposed to one ad among six advertisements. And then the subjects answered the scales measuring attitude toward the advertisement, advertiser credibility, beliefs in issue attributes, issue attitude, behavior intention, self-monitoring, involvement. The obtained data were analyzed by using ANOVA. As the results, Hypothesis Ⅰ was not supported. The advertising effects of advertisers in public service advertising were not different. Hypothesis Ⅱ was supported. There was the interaction effect of ad message type and receivers" self-monitoring in public service advertising. In high self-monitoring group, negative ad message was effective; in low self-monitoring group, positive ad message was effective. Hypothesis Ⅲ was supported. Receivers" issue involvement in public service advertising has a positive correlation with advertising effects, irrespective of ad message type. Irrespective of ad message type, the higher receivers" issue involvement in public service advertisement is, the greater advertising effects were. Based on the above results of hypotheses testing, therefore, the following conclusion was drawn from this study: (1) the advertising effects of advertisers in public service advertising are not different; (2) in high self-monitoring group, negative ad message is effective; in low self-monitoring group, positive ad message is effective; (3) irrespective of ad message type, the higher receivers" issue involvement in public service advertisement is, the greater advertising effects are.
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