외국인 모델의 매력도와 외국어 사용의 상호작용 효과

요 약

현재 한콕시장의 광고에는 외국인 모델과 외국어를 사용하는 것이 일반적이다. 그러나 그 효과에 대

한 검증은 거의 이루어지지 않고 있다 기존의 언구에 의하면 마케팅 커뮤니케이션과 소비자의 분화적

가치가 일치하게 될 때 커뮤니케이션의 효과가 높아진다고 한다. 즉， 광고에의 외국문화 사용은 기존 언

구에서 추장하고 있는 바와는 반대의 현상인 것이다. 그러나 인터넷 듬 글로벌 매체에 의해 글로벌 운화

가 출헌함에 따라 마케팅 커뮤니케이션과 소비자의 문화적 가치가 일치하는 것이 가장 바람직한 커뮤니

케이선 방법이라 볼 수는 없다. 이에 본 연구는 외국인 ￡델을 사용하는 광고에 있어서 모델의 매력도와

외국어 사용이 소비자의 광고와 제품에 대한 태도 구매의도 등에 어떤 영향을 미치는카를 살펴보고 효

과적인 광고 커뮤니케이션에 대한 제언을 하고자 했다. 연구결과， 광고에 사용된 언어와 광고의 시각적

닫서인 모델 매력노는 광고의 효과에 상호작용 효과를 나타내는 것이 밝혀졌다. 광고에 사용된 모델 매

력도가 높은 경우， 저|품에 대한 태도， 구매의도가 사용된 언어에 대해 유의한 차이를 보이지 않았다- 광

고에 사용된 모델의 매력도가 낮은 경우에는 영어를 사용한 경우가 제품에 대한 태도， 구매의도가 높았

다 즉， 외국인 모델을 광고에 사용할 경우， 그 모델의 매력도의 높고 낮음에 따라 광고에 사용되는 언어

를 선택함으로써 광고의 효과를 조절할 수 있다는 실무적 시사점을 제공한다.

Abstract

sing to increase the effect of advertising is general. However, recent studies show that targeted women audience tend to compare themselves to the highly attractive models and do experience negative sentiment. Bower (2001) proved the difference between comparer’ and noncomparer’ when women face highly attractive models. The results show that a comparer who has an intention to compare highly attractive model (HAM) with herself has a significantly negative effect on model expertise, product argument, product evaluation and buying intention. Therefore, HAM is not always a good choice and model attractiveness plays a role in the processing other cues or changing the advertising effect from result of processing other cues.

The purpose of this study is to investigate the effect of the use of foreign language on the advertising response of the audience with regard of the model attractiveness.

For the empirical study, the virtual advertising using foreign models (HAM, NAM), brand names and slogans(Korean, English) were used as stimuli. The respondents of each stimulus were 75(‘HAM-Korean), 75CNAM-Korean), 66(‘HAM-English’) and 66 (‘NAM-English’) respectively. To establish the effect of marketing communication, the attitude for media(AM), the attitude for product(AP), targetedness(TD), overall quality(OQ), and purchase intention(PI) with 7 point likert scale were measured.

The manipulation was verified to check the difference between HAM attractiveness assessment (m=3.27) and NAM attractiveness assessment (m=5.12). The mean difference was statiscally significant (p<.05).

As a result, all consequences were significantly changed with model attractiveness, and overall quality evaluation(OQ) were significantly changed with language. The interaction effect from model attractiveness and language was significant on attitude toward the product(AP) and purchase intention(PI).

To analyze the difference, the mean values and standard deviation of consequences were compared. The result was more positive when model attractiveness was high for all consequences. For language effect, the assessment was more positive when English was used for OQ. Considering model attractiveness and language simultaneously, HAM-Korean was more positive for AP and PI, and NAM-English was more positive for AP and PI. In other words, the interaction effect was confirmed by model attractiveness and language.

As mentioned above, use of foreign models and foreign language in advertising was explained by cultural match up hypothesis (Ledere et al. 1994) which claimed that culture of origin effect. In other words, in advertising, use of same cultural language with the foreign model could make positive assessment for OQ. But this effect was moderated by model attractiveness. When the model attractiveness was low, the use of English makes PI high because of the effect of foreign language which supported the cultural match up hypothesis. When the model attractiveness was low, the use of Korean made AP and PI high because the effect of foreign language was diluted. It was a general notion that the visual cues got processed before (Holbrook and Moore, 1981; Sholl et al, 1995) compared to linguistic cues. Therefore, when consumers were faced HAM, so much perception was already consumed at processing visual cues making their native language of Korean to strongly and positively connected with the advertising concept. On the contrary, when consumers were faced with NAM, less perception was consumed compared to HAM, making English to accompany cultural halo effect which affected more positively. Therefore, when foreign models were employed in advertising, the language must be carefully selected according to the level of model attractiveness.

주제어:

• 광고
• 모델 매력도
• 외룩어
• 외국문화
• 상호작용효과

Key Words:

• advertising
• model attractiveness
• foreign language
• foreign culture
• interaction effect