This study was designed to examine the validity of advertising assessment based on the NECCAS (Means-End Conceptualization of Components for Advertising Strategy) model. Three TV commercials of shampoo were assessed on the basis of the value-structual map that shows the means-end chain. And the relationship between these advertising assessments and these impression on commercials and goods was discussed.
The result showed that this assessment based on the MECCAS model was useful to describe the feature of advertising, but didn't explain the effect of advertising sufficiently.