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韓國 食用油 廣告 concept의 方向摸索에 관한 硏究

Title
韓國 食用油 廣告 concept의 方向摸索에 관한 硏究
Other Titles
(A) Study on setting a direction of korean soybean-oil advertising concept
Authors
金未善.
Issue Date
1981
Department/Major
대학원 응용미술과자수전공
Keywords
식용유광고콘셉트식용유시장
Publisher
이화여자대학교 대학원
Degree
Master
Abstract
The objective of this paper is to find out the desirable advertising concept which Korean soybean-oil advertising should have from now on. There have been some problems in the present Korean soybean-oil advertisements, which appeal to the consumers only for its general good quality. For the accomplishment of this objective, the following items are to be considered: In Chapter Ⅱ, the theoretical background of Korean food advertising, I am to set its direction through the investigation of the social role of advertising which offers the information based on consumerism, of the commercial role as a means of marketing for the purpose of enterprise business, and of the characteristic features of food advertising. In Chapter Ⅲ, the background of Korean soybean-oil advertising, through chemicobiological and dietetical analysis, I am to abstract the healthful merits of soybean-oil by which the consumer is enlightened and helped to control his own health, and also through the analysis of Korean traditional food life which tends to the high intake of carbohydrate, and also the analysis of the present Korean food habits in the ecological point of view, I am to account how and how much lipids are needed to the Koreans. In chapter Ⅳ, I am to examine the Korean and foreign plant-oil advertisements which have been done until recently and especially I want to make a comparative analysis of the domestic soybean-oil advertisements by the concept which will be obtained as a result of this paper. In Chapter Ⅴ, I am to arrange the essential concept obtained by the result of this study, and to make a conclusion of this paper in Chapter Ⅵ. Korean soybean-oil advertising concept which is obtained all through this study is as follows: 1. Essential fatty acids which are contained especially richly in soybean-oil helps a child to grow well. 2. The same essential fatty acids in soybean-oil will help a pregnant and her embryo and will ease mother's milk secretion. 3. The serious mental activity and accumulation of stresses of an urban mental worker can heighten the level of cholesterol in bloodstream which is known to cause several adult diseases. Polyunsaturated fatty acids which are contained richly in soybean-oil can lower its level and contribute to the prevention polyunsaturated. 4. A case of obesity also can increase cholesterol and neutral fat in bloodstream, Polyunsaturated fatty acids contained in soybean-oil can lower the level of cholesterol in bloodstream, and what is better, soybean-oil can give the pleasant bellyful feeling for a long while, and because of this fact, it can keep one from overeating, which will result in the prevention of obesity. 5. It is especially helpful to take lipids for a middle-aged and above who is exposed to several adult diseases, because polyunsaturated fatty acids rich in soybean-oil can lower the level of cholesterol in blood stream. 6. Owing to the Korean food habits, the intake of carbohydrate for the ordinary Koreans is too much, on the other hand, the intake of lipids is too little. This is a matter of grave concern. 7. Of the traditional Korean cooking methods, that of light-boiling is most familiar with the Koreans. But the loss of v.t. c through this method is twice as much, compared with the frying and roasting methods using soybean-oil. The seven items above mentioned are the necessary and desirable advertising concept which should be emphasized in the Korean soybean-oil advertising from now on.;本 硏究는 現在 시행되고 있는 韓國의 食用油 廣告가 品質의 우수성만을 訴求하는 데 그치고 있는 것에 문제점이 있다고 생각하고, 앞으로의 한국 食用油 廣告가 가져야 할 바람직한 廣告 컨셉트(Concept)를 찾고자 하는 데 그 目的이 있다. 이 같은 目的을 달성하기 위하여 Ⅱ 章의 韓國 食品 廣告의 理論的 背景에서 消費者主義에 입각한 情報傳達이라는 廣告의 社會的 役割과 企業目的을 위한 마케팅(Marketing) 수단으로서의 廣告의 社會的 企業目的을 위한 마케팅 (Marketing)수단으로서의 廣告의 營利性과 그리고 食品廣告의 特性을 考察해 봄으로서 韓國 食用油 廣告 컨셉트 方向을 정하고, 이에 따른 구체적인 컨셉트 설정을 위하여 Ⅲ 章의 韓國 食用油 廣告의 背景에서는, 食用油의 生化學 및 營養學的 分析을 통해 대중을 이해시켜 소비자 스스로의 건강을 관리하는데 도움을 줄 수 있는 대두유의 건강상 좋은 要素들을 抽出하고, 탄수화물의 依存度가 높고 脂肪의 섭취가 미약한 韓國人의 傳統的 食習性과 生態學的 측면에서의 食習性 現況 分析을 통해 韓國人에게 食用油가 어떻게 얼마만큼 필요한가를 알아본다. Ⅳ 章에서는 최근까지 실시된 國內外 食用油 廣告를 살펴보고, 특히 國內 食用油 廣告를 本 硏究 結果 抽出되어질 컨셉트를 기준으로 비교 分析한다. Ⅴ 章에서는 本 硏究 結果 抽出되어질 기본 컨셉트를 정리하며, 硏究의 全般的 結論을 Ⅵ 章에서 맺기로 한다. 本 硏究의 全 科程을 통해 얻어진 國內 食用油 廣告 컨셉트는 다음과 같다. 1) 대두유에 많이 함유된 필수지방산이 "成長期 어린이"를 보다 잘 자라게 한다. 2) 대두유에 많이 함유된 필수지방산이 "姙産婦"에게는 태아의 發育을 좋게하고, "수유부"에게는 유즙의 분비를 도와준다. 3) "도시의 정신 근로자"들의 복잡한 두뇌작업과 이에따른 스트레스(stress)의 축적등이 血中 콜레스테롤의 함량을 증가시켜 각종 성인병의 원인이 되는데 대두유에 많이 함유된 불포화지방산이 血中 콜레스테롤의 함량을 저하시켜 이같은 성인병의 예방이 된다. 4) "비만"일 때도 血中 콜레스테롤 및 중성지방의 함량이 증가하는데, 대두유에 많이 함유된 불포화지방산이 血中 콜레스테롤 함량을 저하시킬 뿐아니라, 대두유는 만복감을 느끼게해 과식을 막아 비만을 예방하기도 한다. 5) 대두유에 많이 함유된 불포화지방산은 血中 콜레스테롤 함량을 저하시키므로 각종 성인병 발병율이 높은 "中年期 以後"의 脂質攝取에 특히 좋다. 6) 韓國人의 食習性 中 탄수화물 依存度가 상당히 높은 反面, 脂質의 攝取量은 극히 부족하다. 7) 韓國의 傳統的 조리법 中 大部分을 차지하는 데치는 方法은, 기름에 튀기거나 볶는法에 비하여 v.t. C의 損失이 두 배나 크다. 以上과 같은 일곱 가지 컨셉트가 앞으로서의 國內 食用油 廣告가 가져야 할 바람직한 廣告 컨셉트이다.
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