비문법적 광고카피의 효과 및 광고가치에 관한 탐색적 연구 - 카피 친숙도, 브랜드 사전 태도를 중심으로 -

초록

This study aimed to investigate the impact of ungrammatical advertising copy on attitude toward copy and attitude toward advertising(Aad) with modulating effects of familiarity and prior brand attitude. Results are as follows. First, as a result of examining the modulating effects of stimulus on attitude toward advertising copy and Aad, ungrammaticality and familiarity showed marginally significant effects on copy attitude, and significant effects on Aad. Second, the interaction effects of ungrammaticality and prior attitude of brand was significant on attitude toward advertising. Third, informativeness, entertainment, and understandability as advertising values showed mediation effects on Aad. The results imply that the ungrammaticality of advertising copy can have positive persuasive effects with modulating effects of familiarity and prior attitude, as well as with mediation effects of advertising values.

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