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KMID : 0359420030210020127
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Korean Journal of Sports Medicine
2003 Volume.21 No. 2 p.127 ~ p.136
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The Persuasive Effect of Exercise Promotion Advertisement according to Sources and Message Type
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Choe Myoung-Ae
An Gyeong-Ju
Kim Byung-Hee
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Abstract
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This study was performed to determine the persuasive effect of exercise promotion advertisement for obesity prevention according to source types(ordinary people, expert, celebrity endorser) and advertisement message types (slice of life, testimonial) in the university students. The Subject was 627 university students in Seoul and Cheong- ju. Data regarding attitude toward obesity, exercise, and advertisement and intention to exercise were collected by questionnaire before and after seeing exercise promotion advertisements for the obesity prevention. Attitude toward obesity(Aob) at post-test was changed to be more negative attitude than that of pre-test. Attitude toward exercise (Aex) at post-test was changed to be more positive attitude than that of pre-test. Intention to exercise(Iex) at post-test was increased compared with pre-test. Source credibility of advertisements was de- monstrated to be high in celebrity endorser and testimonial type. Attitude toward advertisements(Aad) was high in both celebrity endorser and testimonial type. In addition, source type and message type had main factor effect on source credibility and Aad. Persuasive effect of exercise promotion advertisement was found to be the most effective in both celebrity endorser and testimonial type.
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KEYWORD
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Exercise promotion advertisement, Persuasive effect, Sources, Message
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