• 디자인학연구
• /
• 제15권2호
• /
• pp.101-114
• /
• 2002

On the threshold of year 2000, the elderly account for more than 7% of the whole population in Korea, which means that the nation is greeting welcoming an aging society. Accordingly, it is expected that silver businesses and services targeted at the silver generation will prosper with "silver advertising design" becoming active. Under such circumstances, this study was aimed at reviewing the recent silver marketing advertisements in terms of their cultural and moral implications, and thereby, redefining and reestablishing the status of silver consumers to help them find their identity, aware of marketing activities and therewith, establish their "consumer sovereignty". This study consists in large of 5 chapters. The introduction parr describes background, purpose, method and scope of the study. The first chapter reviews the silver marketing theories. The second chapter classifies the silver marketing advertisement positioning of four style - upper classes style, effloresce progress style, self- sufficiency style, dependent style - and reviews the expression strategy of each positioning. The third chapter examines the domestic conditions of silver marketing advertisements for each positioning type classified. The fourth chapter designs the ′creative′of silver marketing advertisements and suggests the methods thereof. The analysis of ′creative′was tested in terms of graphic gestaltung, and how the sliver marketing advertisement positioning should be discerned depending on silver generation consumer′s characteristics was discussed. The fifth chapter puts forwards the suggestions for the ′creative′ strategies to enhance the effects of the silver marketing advertisements, based on the preceding discussions. In addition, the Perspective into the keyword of 21 st century or "silver design" is discussed, together with the limitations of this study. It is hoped that this stuffy will be conducive to our efforts to face the upcoming′age\ulcorner society′more effectively. To this end, this study discusses the "silver advertising design" in light of ′societal concepts′and ′customer-oriented value′, and thus, explores some creative presentation strategies whereby individual companies interests and social or public interests can be compromised through ′creative activities′ and ′equal-value consumerism′ for an ultimately effective management strategies for silver businesses and services.

• 산경연구논집
• /
• 제10권7호
• /
• pp.49-58
• /
• 2019

Purpose - Previous studies on the influence of appeal types of advertising messages on pro-social behavior have shown inconsistent results. The purpose of this study is to examine whether the appeal type of advertising affects consumer's prosocial behavior. In particular, the authors investigated whether the social exclusion moderates the relationship between the appeal type of advertising and prosocial behavior. Research design, data and Methodology - To verify the hypothesis, two experimental study were conducted. The experimental study was 2(appeal type : self-benefit vs. other-benefit) by 2(social exclusion : being ignored vs. being rejected) between-subject design. Participants were randomly assigned to one of four conditions. The experiment was conducted using a computer. First, the participants was exposed to the advertising image used in the social campaign, and then responded to questions about social behavior. The participants completed the experiment after further responding to the item for manipulation check and demographic measure. The experiment took about 10 minutes in total. Results - In Study 1, a global warming campaign with participation intention variable, other-benefit ads rather than self-benefit ads drive consumers who feel socially rejected to be more willing and likely to participate, but consumers who feel socially ignored are more likely to participate the campaign in self-benefit ad than other-benefit ad. Study 2 replicates the findings, a child poverty relief campaign with an amount-to-donate variable: consumers who feel explicitly rejected allocate more dollars to the charity in response to other-benefit rather than self-benefit ads, but consumers who being ignored are willing to donate more money. Conclusion - This study has theoretical contribution in that it expands existing theories by explaining the existing inconsistent results of the message appeal influence on pro-social behavior through new control variables. In addition, the results have important managerial implications, suggesting marketers should tailor their marketing message to match the consumer situation.

• 여성학논집
• /
• 제26권1호
• /
• pp.73-108
• /
• 2009

후기산업사회에서 몸에 대한 관심은, 몸의 개념을 단순히 건강한 몸으로부터 스타일을 구현하는 도구로서, 개인의 품격을 드러내주는 외피로서, 그리고 자신의 정체성을 수행하는 터전으로 확장시켜 나가는데 큰 기여를 했다. 이에 따라 몸 이미지(body image)는 물질적 몸 그 자체에 못지 않게 중요한 하나의 재현으로서 존재론적 의미를 갖게 되었다. 이 경향은 여성에 있어서 극대화되고 있으며 이 과정에서 사회문화적 통념은 여성들의 몸 이미지의 전형을 제시하면서 이를 내면화하도록 강제하고 있다. 몸에 대한 사회문화적 관심이 높아지면서 중요한 학문적 개념으로 등장하고 있는 몸 이미지 개념은 정신, 육체, 개인과 사회의 특성에 대한 인식론적 가정들을 토대로 하고 있다. 이 논문에서는 주요 학문 대상으로 부상하고 있는 몸 이미지의 이원론적 형성과정, 즉 사회문화적 전형(stereotype)화와 이 전형들이 시각 체계(the scopic regime)를 통해 주관적으로 내면화되는 과정의 상호 역동성에 대한 이론적 논의를 살펴보고 이 상호작용이 실제몸매관리산업 광고에 등장하는 몸 이미지에서 어떻게 드러나는지 이미지 분석을 통하여 검증해보았다. 분석대상은 다국적 몸매관리업체인 M사 광고 이미지와 광고 문안, 그리고 보도자료 등 홍보 문건이다. 이 분석을 통해 한국의 몸 이미지의 전형이 서구화되어 있고 이에 남성적 응시가 다각도로 용해되어 있으며 이의 내면화가 매우 정교하게 이루어지고 있음을 발견할 수 있었다. 이로써 여성 몸 이미지의 건강한 생산과 확산이 여성의 주체적 노력에 의하여 이루어져야할 것이라는 당위성이 대두되었다.

• 복식문화연구
• /
• 제6권2호
• /
• pp.203-216
• /
• 1998

In the study, conceiving that signifying processes like model, setting, advertisement and description are important to promote the purchase of clothes that would satisfy consumer's desire by their expressing mode, I considered the processes of components of which fashion ads consist. As for the methods to study, I regarded the results presented from prior researches of clothing & textiles and other disciplines for the components of fashion ads and objectified their image that may be interpreted subjectively: and then, I adopted to analyse them using advertisement-semiological method to make clear the signifying processes. The results are as follow: 1. Fashion ad, one of visual symbols to transfer brand image, conveys the image with which various components are combined like model, clothes, setting and description as signs. ① the image of clothes amy be differently expressed according to social, cultural norm and individual characteristics, in the case of clothes, therefore, the signified can be regarded as the transferred image by design of the clothes① sign, and the abstract conception which may be rise to mind by the image in a ceratin culture. ② Each signifier such as countenance, line of vision, attitude and hairstyle of a model conveys different image, or the signified, respectively, and it amy operate as a sign that can express the brand image symbolically. ③ The signifiers like background, color and property symbolize the advertised merchandise of clothes and define it attribute.. 2. In the case of fashion ads, key referent systems are fashion phenomena, contemporary role image, social psychology, common morality, and social, economical and milieu.

• 패션비즈니스
• /
• 제15권5호
• /
• pp.87-102
• /
• 2011

The research intends to exploit a strategy method of personal branding improving a personal value for construction of a personal image. As an assessment, the model of construction strategy of personal branding is developed in four steps of a model, construction of personal branding, by using elements of personal image and researching about personal branding strategy of scholars. In order to substantiate a validity of presented model, the case analyses of Martha Stewart. The strategy of four steps for construction of effective personal image is explained below. First step is an analysis of personal brand equity, deciding a direction of the concept of a personal branding through analyzing into a core value and core competence of one. Second step is a personal brand identity, constructing personal specification and identity with elements of personal image by using effective strategy, being able to be perceived to population. Third step is a personal brand positioning, constructing competitive brand image by using analysis of SWOT and strategy STP. Fourth step is a promotion of personal brand, advertising and extending a brand image of one by using a public activity and communication methods such as publication, mass media, and social network. By using the four kinds of processes, constructed strategy of a personal brand will be significant for construction of an effective personal image by having increment of a value and power of the brand.

• 디지털융복합연구
• /
• 제13권11호
• /
• pp.109-118
• /
• 2015

지역브랜드의 효과적 개발과 활용을 위해서는 브랜드의 통합화가 필요하다. 그러기 위해서는 통합적 브랜드의 적절한 구축과 사용이 전제되어야 하는데 지방자치단체들의 통합적 브랜드 수준이 실제로 어떠한지 분석하였다. 본 연구는 8개도와 인구 100만 이상 도시 10개를 선정하여 브랜드의 통합화연구가 이뤄졌다. 연구결과 1개도를 제외하고는 지역 브랜드에 대한 관리가 전반적으로 부족한 것으로 나타났다. 다양한 내용을 함축할 수 있는 통합적 브랜드로서의 지역브랜드라는 측면에서 볼 때에는 더욱 미흡한 상태이다. 이를 개선하기 위해서는 여러 브랜드 이미지(요소)들의 균형적인 개발이 필요하며 거주지, 투자지, 관광지의 의미를 종합적으로 전달할 수 있는 통합적브랜드 관리전략을 도입하여 매뉴얼을 만들고 체계적으로 관리하고 활용하여야 한다.

• 복식
• /
• 제60권3호
• /
• pp.84-98
• /
• 2010

This study aims to present basic materials to promote the importance of make-up design in advertising images and designing effective perfume advertisement by looking at features such as colors, forms, patterns, and material feels, the elements of make-up designs shown magazine advertising images for various perfume brands. The features of make-up designs shown in Anna Sui and Bvlgari perfume advertisements are as the following. Among 9 images in Anna Sui advertisements, 5 displayed mat-like skin feels. Among shadow colors, brown colors accounted for over half, 5 out of 9 while pink colors accounted 5 out of 9 for cheek make-up. Among 7 images in Bvlgari advertisements, pale blue skin colors accounted most, 5 out 7. 4 out of 7 displayed mat-like skin feels and 4 out 7 were in pink colors for lip make-up. Anna Sui brand was found to use a bold and unique makeup design for each perfume advertisement according to the designer's fashion orientation tendency to pursue unique, vintage-style, and romantic images whereas Bvlgari focused on make-up to emphasize elegant and refined female beautify according to the company philosophy of pursuing elegant and high-class images. Namely, it was determined that the BI(brand image), the images a company pursues is related to the MI(make up image), the make-up images in advertisements.

• 한국의상디자인학회지
• /
• 제19권4호
• /
• pp.17-27
• /
• 2017

This study analyzes the trends of photo image components and forms of expression in global fashion advertising photos. First, photo image components are classified into seven categories: location (indoor-outdoor), the model's movement, pose, facial expression, gender, race and number of models. The forms of expression are classified into six categories: direct expression, sensual expression, symbolic expression, storytelling expression, dramatic expression, and sexual expression. With the aforementioned classifications, the trends were studied for three years from 2013 to 2015. The analysis result indicates the following: for the details of photo image components, the portion of indoor photos, static poses and conscious facial expressions was over 60% of the total for every season of the 3 years, while there was a slight increase in the number of models and the diversity of races. For the forms of expression, the sensual expression showed the largest portion accounting for over 50% of the total, followed by direct expression and storytelling expression. The findings from this study show that the trends of photo image components and forms of expression in global fashion advertisements are changing. Therefore, domestic companies will need to develop photo image components and forms of expression in line with the changing global fashion advertisement trends.

• 무역학회지
• /
• 제46권6호
• /
• pp.55-71
• /
• 2021

The purpose of this study was to establish the causal structural model among brand image and country image associated with consumers' purchase decision of products. The specific objectives were 1) to analyze the effects of brand image on consumers' purchase decision of products, 2) to analyze the effects of country image on consumers' purchase decision of products, 3) to analyze the effects of brand image on country image, 4) to analyze the mediating effects of country image between brand image and consumers' purchase decision of products. The conclusions of this study are as follows: First, companies must have an advantage strategy for brand image along with country image. To this end, a strategy to promote the brand image through various media is effective. Second, it is necessary to find new transformation through the establishment of brand identity at the corporate level so that consumers can have a good impression on the brand image. Third, it is important for companies to make efforts at the level of brand image and country image to provide consumers with information that can increase expectations and actual satisfaction and to build product reputation. In addition, it is necessary to embody brand images and country images into global marketing mix strategies. Fourth, if companies build a brand image that symbolizes a differentiated culture, the brand image can have a positive effect on consumer purchase decisions. Along with this, companies can further increase their positive effects by developing representative brand image contents. Fifth, this study confirmed that the higher the image level of the manufacturing country in a situation where consumers' preferences are diversifying, the more the brand image leads to consumers' purchasing decisions. Therefore, brand managers are required to build a country image suitable for the existing brand image when advertising at the time of product introduction.

• 한국콘텐츠학회:학술대회논문집
• /
• 한국콘텐츠학회 2006년도 춘계 종합학술대회 논문집
• /
• pp.109-112
• /
• 2006

기업이미지는 소비자, 광고 측면에서 두루 연구되어왔다. 하지만 대부분의 연구는 소비자지각에 초점이 맞추어진 경우가 대다수이다. 따라서 본 연구에서는 기존의 연구에서 이루어졌던 기업의 이미지와 소비자와의 영향관계에 초점을 두지 않고 경영환경의 주체로서 중요하게 자리 잡고 있는 기업간 거래에서 협력 업체 관계에 초점을 두고자 한다. 왜냐하면 기업이미지는 새로운 경영환경에서 기업간 관계에 매우 중요한 역할을 하기 때문이다.