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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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The Korean language distinguishes between formal sentence-endings such as “hashipsiyo(하십시오)” and informal sentence-endings such as “haeyo(해요)” depending on social situation and relationship. Advertisers also alternate between formal and informal sentence-endings to influence consumers. It has not yet been confirmed, however, whether the formality of sentence-endings affects the persuasiveness of advertisements. This study conducted two experiments to verify the effects of formal and informal sentence-endings in persuading consumers. In the first experiment, formality of language (formal vs. informal) and gender (male vs. female) were constructed as variables in a 2 x 2 factorial design. In the second experiment, formality of language (formal vs. informal) and communication medium (print vs. audio) were constructed as the variables in a 2 x 2 factorial design. Results of the experiments showed that (a) advertisements using informal sentence-endings induced more favorable attitudes from participants and (b) such favorability was increased advertisements using audio medium rather than print. The study offers conclusions regarding the results of these experiments as well as further implications for study.
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