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http://dx.doi.org/10.17703/JCCT.2018.4.3.179

A Study on Visual Expressions and Advertisement Models - With a focus on apartment brands  

Choi, Hyang (Dept. of Advertising and Public Relations, Silla Univ)
Publication Information
The Journal of the Convergence on Culture Technology / v.4, no.3, 2018 , pp. 179-184 More about this Journal
Abstract
The purpose of this study was to investigate changes to visual expressions in apartment sales ads in newspapers since the 2000s. For this purpose, the study compared and examined advertisements in 2010~2018 for their content. Apartment sales ads in the newspapers of Busan were analyzed according to the types of visual expressions and advertisement models. The brands(national and local brands) were categorized according to the types of visual expressions(copywriting-centric, visual-centric, and mixed ones) and whether an advertisement model was used or not(used and not used). The findings show that visual-centric ads were most used in apartment sales ads by national brands in 2010~2011 and recorded a higher usage rate by local brands during the same period. In 2017~2018, mixed forms of visual expressions were used more in the ads. The percentage of visual-centric ads made a considerable decrease among local brands. As for the use of advertisement models, most of the brands used one in 2010~2011, but advertisement models almost disappeared in apartment sales ads in 2017~2018. These differences were more prominent among local brands. The findings indicate that there were differences in expressive strategies in apartment sales ads among brands. The findings are expected to provide useful practical implications for the visual expression strategies of apartment sales ads.
Keywords
Visual Expressions; Advertisement Models; Apartment brands; Apartment;
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