부산대학교 도서관

A low turnout of voters has been becoming a serious problem around the world. Especially, in Korea, young generation tends to unwilling to vote. To solve this problem, this study suggested a new communication strategy using cognitive-dissonance theory and regulatory focus theory. Advanced research have shown that cognitive-dissonance theory helps people to be more good and public people. Thus, this study applied it into vote encouraging Advertisement. This study suggested hypotheses as follows. First, cognitive-dissonance would have positive effect on the dependent variables. Second, regulatory fit between vote encouraging Advertisement and voters` disposition would play an important role in increasing attitude toward advertisement and actual voting intention. As a result, the experimental group showed the higher advertisement attitude than the control group. Also, regulatory fit between vote encouraging Advertisement and voters` disposition increased the advertisement attitude.