Study on Copy Expression in Newspaper Advertising

By:Joung, Ho Gee(Major:Advertising Design Department of Applied Art Graduate School Keimyung University)

Advisor:Prof. Shin, Ji Sik

I think that copy is the most important one of Several elements in advertising. Copy is gist, Strategy and beginning point of Advertising as much as it doesn't means everything to ads but everything to advertising materials.

Realizing this importance of copy, I have tried to study to be able to qualitative and effective copy expression by researching the trend of copy expression in newspaper.

I think it's just power of copy that visual effect of newspaper will strongly appeal to consumers.

As a method of finding out sales promotion and increasing Advertising effect, it is possible to study and analyze the trend of copy expression in newspaper.

I will try to approach the solution of my study's problem by analyzing and surveying them with specifying as below,

chapter 1. Characteristics of newspaper Advertising.

chapter 2. History of copy development in korean newspaper Advertising.

chapter 3. Copy and its expression.

chapter 4. Survey of copy expression in newspaper Advertising.

The line of business have been divied and studied for the convenience sake on chapter 4.

On headline I have study and gasped the way of expression, style of sentence and location but on chapter 4.

I have mainly studied and analyzed the way of expression of headline and bodycopy.

More scientific, active and systematic follow-up study should be conducted on expression so as to be relevant to the consumer's taste and constitution of consciousness and rapidly changing social environment realizing the importance of advertising copy even after this study.

More practical way of solution for the problems of copy expression which is drived from concentrated study should be suggested.