첨단·비첨단 신제품과 조화·부조화적 광고단서의 설득 효과 = Persuasion effects of (non)high-technology new products and congruent ·incongruent visual cues

다국어 초록 (Multilingual Abstract)

The current research contributes to the literature by showing empirically that viewers could read advertising effects of new high-tech product according to their congruent, incongruent visual cues. Specifically, research findings indicate that, as an integral element in print advertising, (non)high-technology new products works with other ad elements-such as visual cues-to help "Complexity" a product and visual cues that frames the meanings communicated to a viewer. The results from the research are suggested as follows. Incongruent visual cues are to be more efficient persuading means in non-high tech products than in high-tech ones. Congruent visual cues, demonstrate their conjoined pacing effects with being restricted to purchasing intention.