모바일 정치광고에서의 슬로건과 캐릭터의 효과에 대한 연구

The mobile media in modern society, becoming more significant than traditional telephone, has been regarded as an essential tool in everyday life. Especially among young people, cell phone is considered as a vehicle reflecting their fashion trend. Particularly SMS(Short Message Service) and MMS(Multi Message Service) with technological background and interactivity called wireless internet enable personalized advertisement achieving high reach and attention. Mobile media, providing mobile coupons and promotions, is effective in assessing direct responses of the advertising strategy. With these advantages, the mobile media has become major alternative media among clients who want to deliver various product information to meet consumer requirements quickly. This study was to analyze practical impact of mobile political advertisements to suggest its positive value. The Purpose of this study is to identify the impact on the mobile political advertisements when they affects the mobile political advertisements with four types of ad: political slogan(positive/negative), Character and Photo. In this result, it is assumed that mobile political advertisements can affect attitude change the audience.