A Study on Advertising Recall Regarding Color Scheme of Fashion Advertising (패션제품 광고의 색채 배색에 대한 광고 회상 연구)

Eun Hee Park (박은희); Lee Won Ja (이원자)

A Study on Advertising Recall Regarding Color Scheme of Fashion Advertising

Textile Coloration and Finishing
Abbr : Text. Color. and Finish.
2013, 25(4), pp.337-344
Publisher : The Korean Society Of Dyers And Finishers
Research Area : Engineering > Fiber Engineering > Dyeing Engineering

Eun Hee Park ¹, Lee Won Ja ¹

¹건국대학교

Accredited

ABSTRACT

This study aims to understand the advertising recall effect in accordance with color scheme of advertising by subdividing it into brand, picture, color, and style. The results of this study are like following. In the results of the study on advertising recall, first, there were significant differences in picture and color recall. The picture recall was the highest in complementary color scheme while color scheme was shown the highest in single and complementary color schemes. Regarding the advertising recall in accordance with subscription time of fashion magazines, second, the advertising recall can be different in accordance with subscription time of magazine, major, purchase experience, and interest. In case of picture advertising recall depending on major, third, majors highly recognized complementary color scheme in picture recall and also similar color scheme in color recall. Regarding the advertising recall depending on experience in purchasing magazines,purchasers highly recognized complementary color scheme in picture recall and also tone-in-tone color scheme in color recall. In case of the advertising recall in accordance with interest in fashion advertising, the group with interest highly recognized complementary color scheme in picture recall and also similar color scheme in color recall.

KEYWORDS

advertising effect, advertising recall, color scheme, fashion advertising, magazine advertising

Citation status

* References for papers published after 2023 are currently being built.

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