예술적(Art)요소가 첨가된 광고의 감성적 반응과 인지적 반응이 광고태도와 상표태도에 미치는 영향

The Effect of the Ad with Art Image on the Advertising and Brand Attitude

The purpose of this study is to investigate the effects of ad with art image focusing on the rational/emotional propensity to consume and accessability to art. To meet the purpose this study was performed to 200 participants with an ad with art image, which were created with LG electronic goods ad. The results are as following. Firstly, the ad with art image caused positive responses of participants both cognitively and affectively. Secondly, the attitude toward the advertisement and brand of those whom were exposed to the ad with art image were positive. Thirdly, the responses of participants to the ad with art image were significantly related to the attitude toward the advertisement and brand. Fourthly, the emotional propensity to consume were significantly related to the cognitive and affective responses of participants. Finally, participants who had high accessibility to art showed positive response. These results support those of the previous studies and suggest that the rational/emotional propensity to consume and accessability to art are important variables affecting the effects of the ad with art image.