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AbstrackConsumers' attitudes toward the heterosexual love in TV commercials
Cho, Jae Yung, Ph.D
The purpose of this study is to examine that student consumers' favorable types of the heterosexual love could be discriminated from their attitudes toward the same love appeals in TV commercials. Respondents were asked that what types of the heterosexual love, among 'traditional', 'modern' and 'reverse' relationships, they might like best, and they might evaluate the heterosexual love appeals in the commercials by the five point scale, 'agree to disagree', in the three areas of cognitive, affective and connotative response. In result, 86% of the respondents including male students prefered the 'modern' type, and the more female and the younger, the higher ratio was. The females were more cognitively positive than the males to the 'modern' type and the males more connotatively positive to the 'traditional'. The result of the discriminant analysis was significant in the case of 'modern' and 'reverse', which it could be told that the student consumers who prefered the two types of love favored the same love appeals in TV commercials. |
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