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 년도별 목차보기 |
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| 발행년도/권호 |
2013 년 / 권호: V.25,no.4,Dec |
| 논문제목1(원어) |
패션제품 광고의 색채 배색에 대한 광고 회상 연구 |
| 논문제목2(타언어) |
A Study on Advertising Recall Regarding Color Scheme of Fashion Advertising |
| 저자(원어) |
박은희 · 이원자 |
| 저자(타언어) |
Eun Hee Park and Won Ja Lee |
| 소속(원어) |
건국대학교 의류학과 |
| 소속(타언어) |
Konkuk University |
| 시작/끝
페이지 |
337 ~ 344 총페이지 : 8 |
| 언어(원어) |
Korean |
| 초록 |
Abstract: This study aims to understand the advertising recall effect in accordance with color scheme of advertising by
subdividing it into brand, picture, color, and style. The results of this study are like following. In the results of the study on
advertising recall, first, there were significant differences in picture and color recall. The picture recall was the highest in
complementary color scheme while color scheme was shown the highest in single and complementary color schemes.
Regarding the advertising recall in accordance with subscription time of fashion magazines, second, the advertising recall can
be different in accordance with subscription time of magazine, major, purchase experience, and interest. In case of picture
advertising recall depending on major, third, majors highly recognized complementary color scheme in picture recall and also
similar color scheme in color recall. Regarding the advertising recall depending on experience in purchasing magazines,
purchasers highly recognized complementary color scheme in picture recall and also tone-in-tone color scheme in color recall.
In case of the advertising recall in accordance with interest in fashion advertising, the group with interest highly recognized
complementary color scheme in picture recall and also similar color scheme in color recall. |
| 키워드 |
Keywords: advertising effect, advertising recall, color scheme, fashion advertising, magazine advertising |
| 학회지 |
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| Reference |
http://www.koreascience.or.kr/article/ArticleFullRecord.jsp?cn=OSGGBT_2013_v25n4_337 |
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