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國內化粧비누의 廣告表現에 관한 硏究

Title
國內化粧비누의 廣告表現에 관한 硏究
Other Titles
(A) STUDY ON ADVERTISING REPRESENTATIONS OF DOMESTIC TOILET-SOAP : focused on printed ad. madia of 'LUX' soap, product of Aekyung Co.
Authors
金潤姬
Issue Date
1983
Department/Major
산업미술대학원 산업미술학과광고디자인전공
Keywords
화장비누광고표현광고인쇄매체광고
Publisher
이화여자대학교 산업미술대학원
Degree
Master
Abstract
The purpose of this study lies in attempting to find desirable method of presentations that ad. of frontier soap should have, on/after my analysing and pointing out issuing problems of current patterns of domestic toilet-soap ad. which emphasize only superiorities of qualities in the benifit of spencer. For casting out desirable liner first, select toilet-soap manufacturing companies, who have a drastic sales competitions against each other, and compare the production schedules, sales stati, and advertising patterns of same kinds of products, and next, study on the significance and appliabilities of printed media in the tiolet-soap ads., comparing and analysing general characteristics of printed ad. media, and remarkable traits of toilet-soap ads. Based on the results above theoretical comparing and analysis brought forth, select 'LUX' soap ad. of A co. among domestic toilet-soap ads., and extract current problems by comparing the basic ad. policy and representation stragedy of 'LUX' with preceding results we have made earlier, and recuriting desirable and productive patterns of advertiesing representations, and finally, to concrete and to concentracte my suggestions for desirable method of domestic toilet-soap ads., I have made six pieces of work, that is, to pieces of news-paper ads., two pieces of periodical magazines and two pieces of posters. And key-points of producing such works reside in revising problems as pointed out previously, to induce it to converse its was to a desirable ad. representation patterns. Stating briefly as a conclusion, I have made my works with intent to make out the desirable method and design current ads. patterns should have. To fulfil this aim, I have my works express three points of view which I think most desirable, that is, as first, various application of printed ad media, second a remedy for the problems of presentation must be given to its a remedy for the problems of presentation method is discussed. I indicated that a discrimination and personality must by given to its content, and also a high level of the content must be secured and a refined presnetation should be aesthetic even in modeling beauty. Third and last, maintain the unity and continuity in step progress, by long-term, comprehensive, macroscopic ad plans.;本 硏究는 現在 시행되고 있는 국내 화장비누 廣告가 기업주 측면에서 품질의 우수성만을 소구하는데 문제점이 있다고 판단하고 앞으로 화장비누 廣告가 가져야 할 바람직한 表現方向을 제시하려는데 그 目的이 있다. 이러한 바람직한 方向제시를 위하여 現在 市場에서 격렬한 판매경쟁을 벌리고 있는 화장비누 제조회사를 선정(L社, D社, A社) 각 제조회사別 生産 및 판매현황과 각 製品別 廣告表現에 대한 현황을 살펴 보았다. 다음으로 印刷媒體에 관한 일반적인 特性과 화장비누 廣告의 特性을 비교분석하여 화장비누 廣告에 있어서의 印刷媒體의 重要性 및 活用性을 알아 보았다. 이러한 理論的인 比較分析의 結果를 國內 화장비누 廣告中 A社 "럭스" 비누를 선정하여 製品의 廣告戰略과 表現戰略을 比較하여 문제점을 추출하고 바람직한 表現方向을 유도하여 作品製作으로 表現해 보았다. 作品製作의 주안점은 앞에서 지적한 問題點을 보완하여 바랑직한 表現方向으로 유도하는데 두었다. 다시 말해서 다음의 세가지 側面에서의 개선이 이루어져야 한다고 생각한다. 첫째, 화장비누 廣告에 있어서 좀더 다양성 있는 印刷媒體의 活用이 필요하며 둘째로는 表現方法의 問題點에 對한 개선책으로서 內容的으로는 差別化 및 個性이 주어져야 하며, 또한 內容의 質的 次元이 向上되어야 하며, 視覺的으로도 美的이며 세련되게 表現되어야 함을 지적하였다. 넷째, 장기적인 廣告계획에 의한 廣告의 통일성과 지속적인 노출이 필요하다고 본다. 이 모든것이 이루어져야만 企業에 이익이 되며 또한 大衆과 社會에 廣告 본연의 역할을 다하는 것이다.
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