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Through this study, this study wants to confirm the persuasion of guilt-inducing advertisements. Specifically, we demonstrated whether the attitude to advertising messages depends on the type of brand (private brand vs. national brand) and advertisement message causes (guilt-inducing message vs. non guilt-inducing message). As the market economy develops rapidly, companies look for new marketing methods, among them, convincing advertising messages are important because advertising gives consumers good feelings about a company's products or services and favorably alters consumers' attitude toward its brand. Advertisements are classified by type into rational and emotional claims. Advertisements of the type of rational appeal, which values performance, characteristics, etc. and those of the type of emotional appeal, are important to enhance the favorable attitude toward advertising by inducing consumer sentiment and empathy. There have been studies of the persuasion of guilt-inducing advertising, one of the types of emotional claims, because it causes consumers to feel guilty and changes in behavior to reduce it. Based on existing research, this study aims to reveal the interactive impact of advertising claims types (guilt-inducing advertising versus guilt-free advertising) and brand types (private brands versus national brands) on attitudes toward advertising messages. Received(June 5, 2019), Review Result(June 28, 2019) Accepted(August 7, 2019), Published(August 31, 2019) Assistant Professor, School of Economics and Business, Ningde Normal University, No.1 College Road, DongQiao Economic and Technology Development Zone, Ningde City, China E-mail: renchangman198718@126.com (Corresponding Author) Assistant Professor, Dept. of Business Administration, Mokpo National University, 1666, Yeongsan-ro, Cheonggye-myeon, Muan-gun, Jeollanam-do, Republic of Korea E-mail: 7minjeong@hanmail.net * This paper was extracted from Chang Man Ren's a doctoral dissertation (2018). The effect of advertising appeal type on Chinese college students‘ attitude toward advertising message Exploring the moderation effect of brand type Copyright c 2019 HSST 980

asia-pacific journal of multimedia services convergent with art, humanities, and sociology

The effect of advertising appeal type on Chinese college students‘ attitude toward advertising message - Exploring the moderation effect of brand type -