A STUDY FOR FORMAT DEVELOPMENT OF INSERT ADVERTISING AT WOMAN'S MAGAZINE

-UNDER THE ADVERTISING OF COSMETIC AND FASHION-

Jung-Im, Shin(Major in Advertising Desing, The Graduate School of Industrial Design, Ewha Woman's University)

The magazine which is very important media as a neasurement of culcural level have been tremendously developmed quantitively and qualitively under the hot economic society.

In these days, many kinds of magazines are being issued for the diversified fields and the formats are being more specialized. Accordingly, the advertisement volume of magazines is getting more increased and all the consumers can easily meet lots of advertisements at the same time.

It's important issue how to make the advertising strategy for better visual attention in these environment. And also, it is needed how to develop the advertising format to be more efficient for the visual memory.

Have studied and investigated their expression mays and the types of each advertising stratage under only cosmetics and fashion advertising to have been issued at existing magazine.

Have made the 'works' that the unique die-cutting, folding and attachment have been added to the general magazine's production process on the purpose of the format development for insert advertising in consideration of the consumer's curiosity and better visual memory.

These 'works' can be put as 'insert' after making the advertisement separately when bound.

This can have the additional fee compared to regular types of advertisement.

However, the reason why it is essentially needed under additional fee is that it's more important to develop unique format at the environment of 'the flood of advertisements' like shown on the theoretical background (chapter #2).

The advertising is needed the development of big idea & required an active manner for specialized strategy.