Corporation Advertising with Traditional Material

-With Emphasis on the Printing Media-

Academic Adviser:Lee, Sun-Man

Written by Jie, Young-Mi(Graduate School of Industrial Arts, Hong-Ik University, Department:Industrial Design, Major:Advertising Design)

Being aware not only of the cultural responsibility that they have stimulated the unnecessary consumptions, but also of the social responsibility that they have increased the industrial wastes and damaged the natural environment, the corporations initiated the corporation advertising in order to deliver positive images to the public.

The corporation advertising was also needed for the corporations which sought the cultural atmosphere to respond to a deepening concern for cultural activities and an increasing desire for cultural needs by the public.

Although the corporation advertising began in Korea in the 1970s, it was not until the 1980s when our traditional culture began to be qualitatively perceived as materials for advertising.

The use of the traditional culture as materials for the corporation advertising is on the increase with the perception that the traditional thing has advantage of formulating the mutual basis between the corporations and the consumers, which it self is the very purpose of the corporation advertising.

This thesis is trying to illustrate the actual corporation advertising with traditional materials, and to suggest some ways to improve it.

The first chapter is discussing the correlations among the corporate image, the corporation advertising, and the traditional materials. The following chapter is comparing the Korean corporation advertising with traditional materials with those of Japan since late 1970s.

The third chapter is analyzing the following questions which are abstracted from the observation of various corporation advertising with traditional materials which have appeared on the papers and the monthly magazines between July 1984 and December 1987.

First, what kind of messages were sought by the corporations to deliver by using the traditional materials?

Second, what kind of traditional materials were picked by and large by the corporations?

The result of the above analysis shows that the messages the corporations try to deliver are, in order, social responsibility, celebrating social events, corporate image, technological capability, credibility, prospectiveness, and marketing ability of the corporations. The traditional materials used by the corporations are, in order, physical materials, traditional thoughts, indigenous things, customs, and historical facts.

As a conclusion, the thesis is identifying some problems of the current corporation advertising in Korea, and is seeking some ways to improve it.