Earticle

초록

영어

Recently, the cross-model strategy of using male models in advertisements for women's cosmetics has been increasingly utilized. Academics have begun to discuss and study cross-model advertisements, but most of the studies have focused on the effects of the presence of a cross model. We investigated the effects of a crossmodel’s product demonstration as an advertising creative strategy on consumer's attitudes toward the ad. We examined the effects of a male model demonstrating the advertised products for women's cosmetics on female consumers' attitudes toward the ad. As a result, we found that when a male model demonstrated a product in a women's product advertisement, consumers' attitudes toward the ad were more positive the higher their product involvement. Therefore, product involvement was found to be a moderating variable in the effect of cross-model product demonstration on attitudes toward the ad. This study contributes to the line of research on the effect of cross-model and product demonstration advertising, providing practical implications for advertising practitioners.

목차

Abstract
1. Introduction
2. Literature Review
2.1. Cross-model Strategy
2.2. Product Demonstration Advertising and Product Involvement
3. Experiment
3.1. Experimental Design and Stimuli
3.2. Participant Recruitment and Experimental Procedures
3.3. Measures
4. Result and Discussion
4.1. Manipulation Check
4.2. Hypothesis Test
5. Conclusion
ACKNOWLEDGMENT
References

키워드

저자

• Taemin Kim [ Associate Professor, Department of Media and Communication, Incheon National University, Incheon, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Internet, Broadcasting and Communication

• 간기

  계간

• pISSN

  2288-4920

• eISSN

  2288-4939

• 수록기간

  2009~2025

• 십진분류

  KDC 326 DDC 380