대부업 광고에 대한 대학생 소비자의 인식

College Students Awareness of Private Loan TV Commercial

This study explored college students awareness about private loan with the changing rational advertisement to emotional advertisement. Between April 7, 2014 and April 8, 2014, survey was conducted in targeting the 285 students who take a class, which is named by consumer credit & personal finance. Major findings are as follow: (1) the respondents give an answer to know about private loan very well, but they have no interest in it and even think it s influence negatively. This is because it s harmful effect was reported in the media. (2) in case of rational advertisements, it s intimate image was made using repetitive sound, dialect, and alarm to impress the financial product. Many of them observed the contents of advertisements law, but need to complement the part of them which don t belong to the law such as exposure time to information. (3) in case of emotional advertisements, it focused on more innovation of image than product information, so drew that people think it as general company. To do that, it used confusing expression although it keeps the advertisement law. (4) the no difference between man and woman was made statistically about awareness to private loan, showing information of ad, and the type of ad. There is more choice between rational ad and emotional ad than gender. Regardless of gender, the respondents trusted emotional ad more and more and put themselves in the situation. In other word, the private loan company developed a marketing strategy which is related with mind. Therefore, it will be proper that education need to be made about private loan for consumers, so they can make the right decision.