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AbstractThe study on parody effect of TV Ad.
Kyoungseop Cho, Ph.D. / Full-time Instructor,
Dept. of Ad. & PR, Dongeui University
The purpose of this study is to measure the parody effect on TV advertising. Cognitive response, recall, attitude toward advertising and attitude toward brand, purchase intention of which quoted as indexes to gauge the advertising effects with safe on previous studies were adapted for effectiveness measuring variables. 3 advertisements - consumer well-known movie parody, TV CF parody and a brand - new one - were developed and exposed to each controlled group. The result proved that parody advertising has effectiveness when transferring the original image. This study need to be extended to print advertising also. Further study should concentrate to find the creative transferring algorithm to develop more effective parody advertising. |
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