The study on the effective application of TEASER Advertising Expression

<Centering around advertising effection according to disfiction of consumer or product in the printing media>

Hea - Jeong, Kim
Major in Graphic Design
Dept. industrial Design
The Graduate School of Indus
chung-ju university
Directed by Professor. Park, Young-won

Today modern industrial society has been changed in the whole field of economy, culture and society due to the high growth, especially owing to the development of communication as the recognition of it's importance become increasing day by day, the efficient way to use the mass-madia is being required. Without a moment's delay. the apt use of advertising-media among a lot of mass-media plays a role as an information provider who gives the mass or consumer in formation, besides that has an influence on attaining the good of the ad. and selling the products. We can never say that the advertisement has nothing to do with ourselves who line in the modern industrial society and we live being in contact with it whether or not. In the past the ad. was spotaneously considered to be important as well as the ad. agents and consumers didn,t recognize the its importance. So the level of the ad. expression also fell so behind compared worn under developed countries that couldn't be one of back wardness. Seeing the ad. expression in an early days, we can find out that it took written form or notice form, which is only expressed by letters without any formative contents. As it become developed and improved, the form of expression became various gradually and so excellent in the technical aspect that the expression including originality and esthetics is inclined to be increased more and more. The ad. expression is being considered an important value index which can help us grasp the situation of the times in cultural, economic and social aspects, let alone the purpose to attain the goal of the ad. itself. Also the ad. expression should not be a purpose but a means so that can be a good ad. which doesn't lost the meaning of the ad. itself, not give the consumers or the mass an unpleasant feeling and rejection symptoms with exceeding expression. It can be efficient to advertise it after finding the apt appeal point suitable for the purpose of the ad. and expected to be successful in differentiating from another ad. and it also could be a methodology which can show the purpose of the ad. at best and maximize the effect of the ad. by the means of differentiation lilac this, the differentiation of the ad. is of importance very much and can gun control of success or failure of the ad. as the most crucial thing the ad. designers dare to keep in mind. Because the study of teaser, which is. one of the ad. expression way for differentiation is very valuable, I chose it as the subject of my thesis and then studied conception, theoretical background on the foundation of the books about 'TEASER' which has already been come out in public. Moreover, I researched and analyzed the consumers general opinion on 'TEASER' and the efficiency by media in printing media, through the practical consumer questionaire. The questionaire is following :

First, The research of consumer's reaction about 'TEASER' according to the distinction of sex, age, their academic career.

Second, research and analysis about the attention and the memory of 'TEASER' in the printing media.

Third, research and analysis about whether it is apt to 'TEASER' or not according to order and the product.

Fourth, research and analysis about which appeal expression way is the best suitable for TEASER according to order.

Like the above, I used the resuit of the questionaire as.. study materials and wanted to try to present the possibility of TEASER and the sphere of practical use. I think that it's able to give fresh energy consumer's life by and large, let alone the means of advertisement.

각주