성별과 관여도에 따른 옥외광고의 커뮤니케이션 효과

Outdoor advertising of communication effect to gender and involvement

광고에 대한 성별에 따른 광고정보를 처리하는 데 있어서 성별에 따라 다르다는 기존 연구들(Bellizzi & Milner, 1991: Darley & Smith, 1995) 이 옥외광고에도 적용됨을 이번 연구를 통해 검증되었다. 또한 여성들의 감각적 능력으로 인해 언어적, 비언어적 메시지 단서들을 보다 정확하게 구사한다는 (Chamblee, Gilmore, Thomas, & Soldow, 1993)의 연구들이 옥외광고에도 그대로 적용되었다. 이러한 기존 연구들을 토대로 볼 때 옥외광고에 있어 여성들에게 소구할 때는 광고물의 카피를 이번 실험 광고물의 "세계에서 가장 많이 팔린다”, “100% 천연 쥬스”와 같이 의 미를 정확하고 명확하게 하는 것이 인쇄광고나 방송광고와 비교해서 보다 옥외 광고물을 제작하는데 중요한 요소임을 알 수 있다.

The purpose of this study is to examine advertising effects such as attitude toward advertising, attitude toward brand, purchase intention, and brand recall according to the involvement and the gender in outdoor advertising. The main result of this study summarized as followed. First, there were interaction effects between the involvement and the gender in attitude toward advertising, attitude toward brand, but not in purchase intention. Also, there were no significant differences between the gender in brand recall. Second, there was main effect by the involvement in attitude toward advertising, attitude toward brand, but not by the gender. Concretely, the involvement affected attitude toward advertising, attitude toward brand, and the high involvement product showed more positive responses. Also, both of male and female showed more positive attitude toward advertising, attitude toward brand. Especially male showed positive attitude toward advertising, attitude toward brand in high-involvement product, but female showed positive attitude toward brand in low-involvement product. Finally, there was main effect by the involvement and the gender in purchase intention. Higher purchase intention was showed in high-involvement product than in low-involvement product, and in female than in male. Also, High brand recall was showed regardless in gender. In conclusion, outdoor advertising affected memory and recall brand, but there was no difference in gender.