A Comparative Study on the Effect of Information of Virtual Advertisements in Dramas and Entertainment on Advertisement: Focusing on the Mediating Effect of Perceived Intrusion

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Eun Hee Kim

Abstract

Recently, virtual advertisements have been allowed to be exposed to broadcast programs. This study aims to empirically investigate whether the influence of the information of virtual advertisements on the advertisement effect by mediating the perceived intrusion differs according to the type of broadcasting program (entertainment / drama). To this end, an experimental stimulus was produced in which virtual advertisements were placed in entertainment and drama broadcasting programs. The subjects for the experimental study Change to consist of male and female college students in their twenties. The research results are as follows. It was confirmed that the information of virtual advertisements exposed to entertainment among broadcast programs had a negative effect on advertisement attitude and brand attitude by partially mediating perceived intrusion. However, it was confirmed that the information of the virtual advertisement exposed to the drama among the broadcast programs did not show the mediating effect of the perceived intrusion to the advertisement attitude and brand attitude. The above research results have the academic significance Use only that empirically verified the influence of the information of virtual advertisements on the advertisement attitude and brand attitude by mediating the perceived intrusion different according to the type of broadcasting program. In addition, the strategy for exposure of virtual advertisements according to the type of broadcast program is expected to be useful data in the global advertising media strategy.

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