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http://dx.doi.org/10.9717/kmms.2021.24.9.1285

Socio-cultural meaning of Apartment TV advertisement: Focusing on KCC Switzen  

Shim, JungWon (Dept. of Culture Contents, Graduate School of Digital Image and Contents, Dong-guk University)
Publication Information
Journal of Korea Multimedia Society / v.24, no.9, 2021 , pp. 1285-1298 More about this Journal
Abstract
Among the diverse apartment brand TV Ads, KCC Switzen uses a unique advertising strategy. Unlike their competitors, KCC Switzen uses a strategy without fancy rhetoric such as luxury, premium or high-tech to enhance the value of their housing. In order to define the value of contemporary housing this paper analyses the socio-cultural messaging of KCC Switzen's television advertisements using Qualitative content analysis and Floch's Semiotic Square of Consumption Values method. As a result of this analysis, KCC Switzen's advertisements are shown to contain both intrinsic values of housing and cultural humanism by asking ablout the daily lives of real families and their relationships with neighbors. This directly contrasts with the standard advertisements that focus on the investment value of residential housing. The unique KCC Switzen advertising strategies are expected to change the paradigm of residential housing.
Keywords
Apartment TV Ads; Floch's Semiotic Square of Consumption Values;
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