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Analysis of Viewers’ Attitude toward Indirect Advertisement Appearing in Chinese TV Drama - Focused on Drama <Ode to Joy: 欢乐颂>

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 64(), pp.7-18
  • DOI : 10.25111/jcd.2018.64.01
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 4, 2018
  • Accepted : July 25, 2018

Lu Yao 1 KIM JONG MOO I 1

1단국대학교

Accredited

ABSTRACT

This study analyzed how the difference in type of laying 3 kinds of indirect advertisements (non consolidated, implicative, consolidated) which were continuously exposed in <Ode to Joy> that recorded the highest viewer rating(1.167%) out of Chinese dramas in 2016influenced brand image, brand attitude and purchase intention. To this end, 210 university students residing in Fuzhou China were selected as samples from April 18 to May 30, 2016. They were divided into 3 groups for stimulation group depending on indirect advertisement type. The 207 error-free question papers were analyzed. According to analysis, the type of consolidated product layout out of 3 kinds of types of indirect advertisement layout showed the highest brand image, brand attitude and preference of purchase intention. The result of this study will be basic materials on deciding which type of indirect advertisement is effective to understand viewers’attitude toward the type of indirect advertisement appearing in Chinese TV drama and to produce indirect advertisement in Chinese TV. Further, it will provide basic materials for Korean agents interested in advancing to China later to prepare the strategy to produce indirect advertisement.

Citation status

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