Korean Journal of Human Ecology (한국생활과학회지)
- Volume 14 Issue 5
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- Pages.785-794
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- 2005
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- 1226-0851(pISSN)
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- 2234-3768(eISSN)
The Analysis of Relationship Between the Effect of PPL Ads in TV Dramas and University Students' Lifestyle
TV 드라마 PPL 광고의 효과와 대학생들의 라이프스타일과의 관계 분석
-
Kim, In-Hwa
(Chungbuk National University)
;
-
Yoo, Jung-Ja
(Chungbuk National University)
;
- Lee, Yun-Jung (Chungbuk National University)
- Published : 2005.10.30
Abstract
This is an empirical research on the effect of the product placement advertisement on the consumption behavior of college students. A structured survey to 342 students in and near Seoul shows that life style of the students significantly matters to the effect. That is, beauty-oriented students are more sensitive to the PPL than other student groups (i.e., career-oriented, saving-oriented, leisure-oriented, or freedom-oriented students). On the other hand, the freedom-oriented students are not sensitive to the PPL at all. Some statistical methods including factor analysis and multiple regression analysis were employed in order to get those results.