Abstract
Effects of visual and verbal advertising messages on imagery Processing and memory
Doo-Hee Lee.(Ph.D, Professor Dept. of Business Administration, Korea University)
0 Young Kwon(Consultant LG Economic Research Institute)
Since advertising environment has been changing, more advertisement employ visual messages than ever. In cope with this trend, this study has been conducted to analyze the effects of visual and verbal messages on consumer's level of imagery processing and memory. 200 subjects were participated in an experiment in which car advertisement were manipulated. The MANOVA uncovered the following results. First, visual messages promote more imagery processing in comparison to verbal messages. Second, when the number of advertisement messages is large thc effects of visual messages are greater, but when the number is small, the effects of verbal messages are greater. The contributions of this study can be found in pioneering a now advertising research stream and developing a now set of measurement.
본 연구는 수암장학문화재단의 지원으로 이루어졌습니다.