신문광고 언어의 수사적 표현과 효과 연구

Abstract

The purpose of this study is to examine the effects of rhetoric expressions of advertisement language through a rhetorical analysis of newspaper advertisement and then setting up a research model and a hypothesis. With the data obtained through questionnaires and statistic analysis, this study attempts to examine the effects of advertisement not only to analyze the advertisement by means of rhetorical devices but also to apply them to a real market. The data were divided into three categories, 'rhetorics based on sound', 'rhetorics based on structural variation', and 'rhetorics based on meaning'. this study empirically analyzes how customers' responses about goods relate to consumers' involvement to them. The results in detail are as follows. First, 'rhetorics based on structural variation' showed the greatest influence on advertisement attitude and then 'rhetorics based on sound' and 'rhetorics based on meaning' followed. Second, 'rhetorics based on sound' showed significant effects in terms of differences in rhetorical devices with regard to consumer's involvement but 'rhetorics based on structural variation' and 'rhetorics based on meaning' did not. Third, concerning the influence and differences among the rhetorical devices in relation to consumer's involvement, 'rhetorics based on structural variation' and 'rhetorics based on meaning' displayed significant differences irrespective of consumer's involvement but 'rhetorics based on sound' displayed significant differences only at low involvement of consumers. Fourth, since the advertisement attitude has significant effects on both goods attitude and purchase intention, the study shows it is important to use 'rhetorics based on structural variation' to improve advertisement effects.