A Comparative Study of the Forms of Expression of Appeal Advertising in Korea

-With Focus on Woman's Magazine-

Lim, Mi Kyung(Dept. of Design of Clothing & Textiles Graduate School of Kyung Hee University)

As industry has been developed and the era of economic abundance has come near, advertising has been developed as an instrument filling up the gap between production and consumption in mass production system. In the flood of a great deal of advertising, company needs to devise the policy of differentiation of advertising which gives a creativity and individuality to advertising.

The primary purpose of this study is to examine the present condition of apparel advertising for the purpose of providing the base to perform the policy of differentiation of advertising in Korea. For this studys the writer analyzes the forms of expression of apparel advertising in aspects of contents and forms in Korea and compares them with those of foreign advertising.

In a broad sense, advertising is devided into the product advertising and the institutional advertising. The product advertising aims at the direct selling of product in terms of short period. The Institutional advertising aims at securing the reputation and consumer's confidence on company or brand. In Korean most of the companies prefer the brand advertising to the product advertising or the institutional advertising.

In terms of the method of approach, advertising is devided into the reasonable approach, the emotional approach, and the reasonable and emotional approach. In Korea, most of the companies tend to prefer the emotional approach, especially to stimulate the woman's

mental state.

The expressive factors of advertising, in a broad sense, is composed with copy and image. Copy consists of headlined subhead, and text. In Korea, the excessive use of the factors of copy by many companies deteriorates the quality of beauty of image and effect of attention.

In terms of image, it is needed to vary the forms of expression and the presentation of moode, and also to improve unnatural action of some models.

In terms of informative advertising, most of the companies need to select and publish appropriate information of product and company according to their advertising policy. It is needed to eliminate the excessive use of a great deal of information or crude information.

Besides, it is desirable for company to introduce the method of mail order which is playing an important role of marketing promotion in America. It is expected to be effective considerably.

The composition of this paper is as follows.

In the second chapter, this paper explains the theoritical frame of advertising, such as origins, history, definitions, Classification, and the methods of expression.

In the fourth chapter, this paper presents the results of the analysis of foreign and Korean woman's magazine.

In the fifth chapter, this paper gives the conclusion and the way of improvement.

In conclusion, the present condition of apparel advertising in Korea is in the primitive stage of development as yet. It's way of expression tends to be more or less crude and isn't divided into various forms. So apparel company needs to develop many materials

and forms of expression of advertising for the purpose of attracting more consumer's attention and ultimately achieving the greatest profits, which is the goal of marketing.