효력적 광고가 주는 심리학적 성discrimination의 影響
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작성일 22-09-20 16:00본문
Download : 효력적 광고가 주는 심리학적 성차별의 영향.hwp
레포트/경영경제
효력적 광고가 주는 심리학적 성discrimination의 影響
,경영경제,레포트
설명
목 차
제 1 장 서 론 ···················································· 1
제 1 절 연구의 목적 ············································· 1
제 2 절 연구의 방법 및 구성 ····································· 3
제 2 장 심리학적 관점에서의 성별차이에 대한 고찰 ··················· 5
제 1 절 인지능력에 있어서의 성별차이 ···························· 5
1. 연구상의 결점 ··········································· 5
2. 인지능력의 성별차이 ······································· 6
3. 판단에 있어서의 남녀차이 ·································· 8
제 2 절 사회적 행동의 성별차이와 리론적 접근 ···················· 10
1. 사회적 행동의 남녀차이 ···································· 10
2. 행동의 성차에 대한 설명(explanation)들 ································· 17
제 3 절 심리학적 성별차이와 광고와의 연계 ······················· 18
제 3 장 광고의 성역할묘사에 관한 연구 ······························ 21
제 1 절 성역할에 대한 槪念적 틀 ································· 22
1. 성역할과 성역할 고정관념 ·································· 22
2. 성역할 발달의 리론 ········································ 24
제 2 절 광고의 성역할 묘사에 대한 기존 연구 ····················· 27
1. 잡지 광고물 分析(분석)연구 ······································ 28
2. TV 광고물 分析(분석) 연구 ······································· 33
3. 광고물에 나타난 녀성상 선호도에 관한 연구 ················· 35
제 4 장 광고효율에 관한 分析(분석) ······································· 37
제 1 절 광고효율에 대한 리론적 고찰 ····························· 37
제 2 절 광고에 대한 태도와 광고효율 ····························· 40
1. 광고에 대한 태도의 정이 ··································· 40
2. 광고에 대한 태도의 결정변수 ······························· 40
3. 광고에 대한 태도가 광고효율에 미치는 影響(영향)에 관한 연구 ····· 46
제 3 절 광고에 대한 태도의 매개역할에 관한 모형의 고찰 ·········· 51
1. 감정전이모형 ·············································· 52
2. 이중매개모형 ·············································· 53
3. 상호매개모형 ·············································· 54
4. 독립影響(영향)모형 ·············································· 54
제 5 장 실증연구 ··················································· 56
제 1 절 가설의 도출 ············································· 56
제 2 절 실증 연구의 방법 ········································ 58
1. 변수들의 조작적 정이 ······································ 58
2. 實驗용 광고의 제작 및 예비조사 ···························· 58
3. 조사 대상자의 선정 ········································ 59
4. 설문지의 구성 ············································· 60
5. 實驗의 절차 ··············································· 61
6. 分析(분석)방법 ·················································· 61
제 3 절 실증연구의 결과 ········································· 62
1. 설문 문항의 分析(분석) ·········································· 62
2. 가설의 검증 ··············································· 65
3. 광고 구성을 위한 시사점 ··································· 73
제 6 장 결 론 ···················································· 74
제 1 절 연구의 요약 ············································· 74
제 2 절 연구의 한계 및 앞으로의 연구방향 ························ 75
참 고 문 헌 ························································· 77
ABSTRACT ···························································· 85
부 록(설문지 및 實驗용 광고) ······································· 89
광고의 신뢰성이 광고에 대한 태도에 미치는 影響(영향)은 Fishbein 과 Ajzen의 태도형성의 기대-가치리론(expectancy-value theory of attitude formation)으로 설명(explanation)할 수 있다아 M. Fishbein and I. Ajzen, op. cit., pp.30-32.
즉 태도가 신념과 가치평가의 곱으로 나타나는 것처럼 오디언스가 광고주장에 대해 신뢰하는 정도와 그 신뢰성에 대한 주관적인 가치의 곱이 광고에 대한 태도의 결정요소가 되며 광고의 신뢰성에 높을수록 광고에 대한 태도는 호의적으로 형성된다
광고의 신뢰성에 影響(영향)을 주는 요소로 광고주장의 모순(ad claim discrepancy), 광고에 대한 일반적인 신뢰도(advertising credibility), 광고주에 대한 신뢰도(advertiser credibility) 등이 있다아
광고주장의 모순은 광고에서 제시된 상표에 대한 주장과 그 상표가 제공하는 실제적인 혜택간…(skip)
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순서
효력적 광고가 주는 심리학적 성차별의 영향에 대해 조사한 자료입니다.효력적광고가주는정신적성차별의영향 , 효력적 광고가 주는 심리학적 성차별의 영향경영경제레포트 ,
효력적광고가주는정신적성discrimination의影響
효력적 광고가 주는 심리학적 성discrimination의 影響에 대해 조사한 reference(자료)입니다.
다.