일탈적 광고는 왜 광고효과가 있을까?: 브랜드명성과 광고 의미 이해의조절된 매개효과를 중심으로

The literature on ad creativity suggests two dimensions of ad creativity, divergence and meaningfulness. The current study investigates if the effectiveness of divergent ad image is moderated by brand reputation and mediated by understanding of ad meaning. Even if an ad image is divergent and thus attracts viewers' attention, the effectiveness of the ad is low unless viewers understand the meaning of the ad. In addition, brand reputation is expected to play a role as an anchor that helps viewers understand the ad meaning. We explicitly measured understanding of ad meaning which has often been implicitly assumed in ad meaningfulness and intended to show how this construct contributed to ad effectiveness (ad attitude, purchase intention). The results showed that viewers responded favorably to a divergent ad image if high brand reputation enabled them to understand the meaning of the ad, whereas viewers responded unfavorably to the divergent ad image if low brand reputation did not allow them to understand the ad meaning. The results suggest theoretical and practical implications about how to implement a creative ad image campaign.