A STUDY OF RELATION BETWEEN CONSUMER'S NEEDS AND CREATIVITY OF TV COMMERCIALS

-Centered on Sports Ion Drinks-

Hwang,Yoon Hee(Majored in Advertising Design Industrial Design Dept. Graduate School of Hong-Ik University Directed by prof.Kwon, Myung Kwang)

Advertisements are reflected in political, economical, and cultural value of society and continually changed by social trends and fashions. Advertisements have an effect on a society, but also are effected by a society, too. Advertisements neither are carried out in a vacuum nor do create something from nothing. So advertisements are related with a society closely and mutually.

Recently consumer's needs are gradually varied and individualized on the basis of the material wealth in the late industrial days. Consumer's needs have influenced market and stimulated production of new goods, and also been reflected in the expression of advertisements or commercials too.

Especially the creativity of TV commercials has expressed consumer's needs in the concumer-oriented viewpoint. Because the creativity is expressed under consideration that a certain matter of creative idea provide consumers with, effective creativity is that can express the consumer's needs ans valyes of the times.

Therefore this study is made up to research and analyze the relation between the creativity of TV commercials and consumer's needs. The objects of study are the 'Sports Drink'(Alkaline Ion Drink) and their TV commercials. Sports drink gives a instrumental'utility function of 'thirst-solving' at first. Its creativity in TV commercial can form the brand image and represent various needs and values in many different formats. So it's very important to study the relation of creativity and consumer's needs.

Chapter I contains theorical bases consisted of the values in our times, need's theory and the concept of creativity and the formats in TV commercials.

Chapter II is consisted of the referential data of sports drinks and background to research and analyze them.

In chapter III, the analysis of consumer's needs expressed by creativity has been carried out on the basis of data from consumer research.

The results are that creativities in TV commercials of sports drinks are expecially not only the thirst-solving, health-oriented and physical function or them, but also liberal life, individual sports and leisure, self-expressive need and so on. TV commercials of carbonic acid drinks mainly appeal lto consumers in sensitive and fashionable ways. But in the case of natural fruit juices, they are expressed by relation needs/social needs such as love, friendship, family, maternity and so on.

In the execution of creativity, formats of carbonic acid drinks are alomost sensitive musical or vignettes, and ones of fruit juices are mainly narration or story-telling format. On the other hand, formats of sports drinks are almost 'problem-solution'.

Consequently sports drinks are different from others in any aspects, specially in creative aspect. Their creativities in TV commercials are connected with changes to individualized and personality-creating values.

But we know all the creativities and needs are affected and related with each other.