A Study on the Persuation Model Analysis observed in the Positioning Theory: Focused or the Airline Service Advertising

Ju, Young Won

Department of Journalism and Mass Communication.

The Graduate School of Public Administration Sung Kyun Kwan University.

The greater part of consumers are affected by the diverse environment in the purchase of products and services to meet their needs. Consumers can make favorable image to the Products and this kinds of warmhearted image will be the important strategical factors when compete with other industries for obtaining the markets.

Images are used as picture, representation, recognition in the psychology. In the Marketing and Advertising, images are uses as ones' opinion attitude and predisposition to the business, products, and the advertising performed by industries.

Recently the concerns for hightening business images by institutional advertising are provoked in the industries. Institutional advertising is what gives favorable image to the consumers, so makes an advantageous environment to the business in performing its activities.

Airline industries are examplified as important business area which is directly connected with business images. Airline industries have an unique characteristics different from another industries. In fact, Airline advertising shows their nations characters, so a passenger who uses an airline do not buy seats of that airline but their nations's tour products.

Now, as there are so many airlines in a country, they compete each other and try to keep consumers in custody. Over times, the content of airline advertising are drascally changed.

In this study, I content-analyzed the airline advertising in a positioning model. So Singapore Airline, ANA, and United Airline, and Siss Air, and Lufthanza, and British Airways, Cathay Pacific, and KLM were sampled to analysis. There are a great many airlines which uses for heightening ones own image, so in this study I use posinitioning model.

The result are :

① Singapore Airline's marketing tarket is 'the strengthen of innerpart services' and 'perfect aviation'. Marketing tarket designed for the strengthen of innerpart services places on the 'comfortablility' and Marketing tarket designed for the perfect avition lays on the 'safety'. And for the effective appeal to the comfortability, 'Singapore girls' were used as appeal instrument and for the effective appeal to the safety, the latest kinds of airplanes were used as appeal instrument

② In the case of ANA, marketing tarket is 'peace' and 'stability'. Marketing target designed for the peace places on the 'comfortability' and designed for the stability lays on the 'safety'. And for the effective appeal to the comfortability and stability, 'Sky Blue' was used as appeal instrument.

③ United Airline set up the advertising tarket 'convenient' by saying that it have many franchize.

④ Swiss Air's marketing target is 'high quality service'. Its advertising target is placed on the 'comfortablity·.safety', and for appealing to this ad goal, 'the appearane of an ordinary man' was used as appeal instrument.

⑤ Lufthanza's marketing target is 'the best quality'. Ad tarket places on the 'safety'. For effectively appearling to the safety, 'fully equipping airline' is used as appeal instrument.

⑥ Cathay Pacific create 'safety' as ad tarket. And the ad tarket of 'comfortability' is transmitted through 'best quality service', 「unconditiong stimulus」.

⑦ ANA provoke the 「unconditioning response of inducing boarding through the 「unconditioning stimulus」of introducing a rest areas to the domestic lines consumers and the 「unconditioning responses of 「de-internalization」to the international lines.

⑧ British Airway set up the advertising tarket, 'safety'. And the ad target for the 'comfortability' is transmitted by wide seats.

In conclusion the eminent airplane corporation use the classical conditioning model for their own advertising . And through classical conditioning model, they want to accomplish their marketing goals.