등장인물과의 의사인간관계적 관여가 이용자의 광고 이용태도에 미치는 연구

초록

This study focuses on the usefulness of advertising in television drama in recent years. Television characters of parasocial relations have been studied by combining the creativity of the advertising and the attitude of intending users. We use the following ways for measurement: first, parasocial relationships, second, measurement methods of advertising creativity and last, the user’s lifestyle as a way to measure the LOV way. Television drama official website bulletin board, content analysis and questionnaire survey are converged. Obtaining a natural material as an appropriate way was selected. Greater harmony with the environment allows creativity in advertising as a people-friendly approach to help consumers than ads that only show the main characteristics of the product or service.

키워드