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of silver marketing advertisement and suggests the methods thereof. The analysis of 'creative' was tested in terms of graphic gestaltung, and how the silver generation consumers' characteristics was discussed.
The fifth chapter puts forwards the suggestions for the 'creative' strategies to enhance t
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The Relationship Between Attitude Toward the Ad and Brand Attitude for Familiar Between Attitude Toward the Ad and Brand Attitude for Familiar Brands," in Advances in Consumer Research, 19, pp.279-283.
Machle, K. A and Wilson, R. D(1988), "Emotional Feeling and Attitude Toward and Advertisement: Th
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Toward the Advertisement. Journal of Consumer Research, 13, 12-24.
Pluchik, Robert. (1980). Emotion : A Psychoevolutionary Synthesis.
Russel, James A. (1980). A Circumplex Model of Affect. Journal of Personality and Social Psychology, 39, 1161-1176.
Stayman, N. & Aaker, D. A. (1988). Are the All
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- 페이지 17페이지
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Toward the Advertisement. Journal of Consumer Research, 13, 12-24.
Pluchik, Robert. (1980). Emotion : A Psychoevolutionary Synthesis.
Russel, James A. (1980). A Circumplex Model of Affect. Journal of Personality and Social Psychology, 39, 1161-1176.
Stayman, N. & Aaker, D. A. (1988). Are the All
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of vulnerability to distinct syndromes of chronic emotional distress. Journal of Personality l, 56, 685-707.
Tykocinski, O., Higgins, E.T. & Chaiken S. (1994). Message framing, self discrepancies, and yielding to persuasive messages: The motivational significance of psychological situation. Personal
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