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Abstract The Advertising Effects of PPL in TV Dramas - Identificaiton by Implicit Memory-based Measures Kim, Jae - hwi(associate professor, Dept. of psychology, Chung-Ang University) Ahn, Jung - tae(reseacher, Hyndae reserch Institute) This study aimed to examine advertising effects of PPL in TV dramas with measuring the priming effects due to implicit memory indirectly as an alternative to the prior way which have relied on direct recall or recognition for brands. The study consisted of a pilot test and two main tests: the pilot test to measure the explicit memory for PPL, the first test to measure the implicit memory for PPL through the priming theory of advertisements after PPL in TV dramas, and the second test to measure the effects of PPL using the sentence completion test which have mostly used to estimate implicit memory. The result shows that there is a significant difference in the rate of memory for advertisements after TV dramas according whether there exists priming effects of PPL or not, and there is a significant difference in the rate of sentence-completions according to whether there exists PPL or not. The result from the fist test suggests that the implicit memory for PPL can be verified by revealing the priming effects of PPL on the memory for advertisements after TV dramas though PPL in TV drama has very limited stimuli to have effects on explicit memory. Also, the result from the second test is consistent with the result from the first test, and it supports that it is a validated way to test the effects of implicit memory for PPL using priming effects. Key words : advertising effects. product Placment(PPl), Indirect advertising, priming effects. implicit memory