A Research On The Design Of Domestic Soft Drink Advertisement

-In Relation With New-generation's Life Style-

Jan Di, Kim(Dept. of Visual Design, The Graduate School of Sook Myung Women's University)

In forming and developing contemporary industry, advertisement is one of the social systems that carrys out an important function. It is called "the flower of capitalism", "the last form of mass culture", "the hidden myth". These phrases directly express the position of advertisement in contemporary industrial society.

In our century, the term New-generation has used actively since early in 1990. Lately, So many advertisements aimed at New-generation are being showed. But we can't find the detailed explanation about the product in such a kind of advertisement. They don't emphasize one-sidedly "the qualty of our product is good"by repeatedly showing it, but pursue same quality with New-generation on the basis of their vanous life style.

Also many advertisements are focused on not others but "I". New-generation's egocentric idea is reflected In these advertisements and also they may be charmed by the advertisements centered "myself".

In beverage market, new and subdivided products are showed for satisfying consumer's need. Especially, fashionable drink are strong. In the data surveyed during last year, the drink of the highest frequency was soft drink and we know the power can't be neglected until now.

In this thesis, I analysized the disposition of soft drink advertisements under the assumption soft drink advertisements reflect New-generation's life style. Through comparatitive analysis between image and form structure in the design of soft drink advertisements, it revealed first, sensitive image rather than logical one is implied, second, such an image advertisement is sometimes useful to obtain popularity and consumers like it.

This thesis reveals the advertisements aimed at the most sensitive a consumers New-generation reflect and relate to their life style. The feature of these advertisements is that the target of advertisement is generally the youth and young model is casted in such an advertisements. Also it must be noticed that they show equal human relationship rather than subordinate or controlled one.

The advertisements aimed at New-generation are two type. One is focused on giving the information and the other stimulating consumer's sense and then persuading him to buy. This shows the fact that this kind of advertisements depend on sentimental aspect affected by culture and consciousness of ordinary life rather than his rational judgement.

Recent advertisements aimed at New-generation is situated in high on giving a pleasure as well as inducing purchase.

Also in the advertisements aimed at New-generation, social psychological approach dealt with not simple economical logic but the youth's ideology and worth point must be considered, too.