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Kor J Aesthet Cosmetol > Volume 11(3); 2013 > Article
Kor J Aesthet Cosmetol 2013;11(3): 437-445.
메이크업 유형에 따른 인지·감성반응이 광고태도에 미치는 영향
방효진, 김정희
Effect of Cognitive and Emotional on the Attitude for Advertizing as Affected by Types of Make-up
Hyo-jin Bang, Jeong-Hee Kim
ABSTRACT
According to factor analysis based on cognitive & emotional responses and advertisement for attitude by beauty make-up and art make-up, ‘artistic’ was the most important factor in art make-up in terms of cognitive responses. In beauty make-up, on the contrary, ‘practicality’ was the most important factor. In terms of emotional responses, ‘ornamentation’ was the most important factor in art make-up. In beauty make-up, ‘familiarity’ was the most important factor. In terms of advertisement for attitude, ‘interest’ was the most important factors in art make-up. In beauty make-up, on the other hand, ‘reliability’ was the most critical factors. According to analysis on the effect of cognitive and emotional responses on advertisement for attitude by type of make-up, beauty make-up images did not draw ‘attention’ on the advertisement. However, ‘interest’ in the advertisement increased when it was perceived in terms of ‘ornamentation’ and ‘attractiveness’. When art make-up was perceived as ‘artistic’ on the contrary, visual ‘interest’ and ‘attention’ on the advertisement increased. When beauty make-up and art make-up were perceived under ‘familiarity’ however ‘interest’ in the advertisement declined. When beauty make-up was perceived from the perspective of ‘practicality’, ‘reliability’ on the advertisement increased. When art make-up images were perceived from the perspective of ‘familiarity’ and ‘dignity’ on the other hand, ‘reliability’ on the advertisement increased. When ‘ornamentation’ on beauty make-up and art make-up increased, however, consumers negative view on the advertisement was high.
Key words: Beauty make-up, Art make-up, Emotional response, Cognitive response, Attitude for advertizing
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