A Study about our enterprises' international advertisement designs.

By Park, In-Sook

Major in Advertising Design Dept. of Applied Arts Graduate School Keimyung University

(Directed by Prof. Ji-Sik, Shin)

World's enterprises are extending their spheres little by little, and their international advertising activity also increasing day after day.

Hereupon, Our enterprises also are extending their sphere of activity at overseas markets through various international management strategy, and it is actual circumstances that foreignmulti nationals are expanding their in roads into the Korean market.

In order to ensure and maintain at home as well as abroad market in the views of long-term by the enterprises who are so dependent to overseas economy just as Korea, above all, it acutely requires to establish good business image to the domestic as well as abroad purchasers.

Presently, domestic advertising market was already allowed joint venture of foreign capital in 80.s, and advertising agent in 90.s, and outdoor advertisements in 1993 entirely opened, and by the agreement of Uruguay Round the December at that year, there encountered free competitive era by eliminating trade barrier among nations that is a principle of international trade under the spirit of 'MUTUALISM'.

Therefore, by embarkation of WTO(World's Trade Organization) in 1995, the advertisement is embossed as one of important foundation as to strive for superiority for nation's competitive power in the era of infinite competition among nation as well as enterprises.

Like this, international advertisement will create image of nation and enterprises in the infinite competitive world markets as independent information industry, and its importance was emphasized as a core industry.

Accordingly, centering around our Korea's representative four large enterprises' international advertisement, and by comparing foreign countries' advertisement, the study has pigeonholeded the various elements that was used in our international design with sense of sight and perception dimension for divergent view.

An extent of the study was limited as industrial advertisement among international advertisement, and object of enterprises for our country's international advertisement was selected in the order of gross selling amounts of HYUN-DAI, SAM-SUNG, LUCKY-GOLD, and DAE-WOO that announced by the FORTUNE Magazine on May, 1992, and draft of four large enterprises' advertisement was selected and analyzed 38cases, in cluded the descriptive style three cases among English magazine that was reported at the overseas medium during 1990-1995.

Advertisement design of foreign enterprises has been selected 40 cases of industrial advertisement that appeared on American business magazine 'BUSINESS WEEK' and 'FORTUNE' during the year of 1995.

From here, among advertisement design, the study has greatly divided with the illustration and the lay out, and the study analyzed at the illustration for its kinds, relative importance, quantity, technique, and its expression, and from the lay out, the study analyzed its type.

The result of its analysis for controversial points in the four large enterprises' advertisement design was as follows:

At the section of illustration is.

First by using various illustration on one space, it dispersed visual impact.

In case of foreign enterprises, the multi-illustration form that has used more than three kinds of illustration was 2.5%, on the other hand, our four large enterprises were 20%. while the advertisement that used the first kind, that is strong visual impact, was 82.5% of foreign enterprises, but our four large enterprises were 54.3% that is no more than half of foreign enterprises.

Second due to the illustration of relative importance is so low sufficient effect is becoming dim.

In case of the foreign enterprises, there is 22.5% of full-page illustration, but on the other hand, our four large enterprises were no advertisement at, all.

Also, in case of less than the half of space paper, the foreign enterprises are 7 5% and our four large enterprises were appeared as 22.9%.

Section of Lay out was;

In the enterprises advertisement, the advertisement that consist loose layout by using omnibus type that, scarcely induce, was 2.5% in the foreign enterprises, but our four large enterprises were 28.9%.

According to the above point at issues, our four large enterprises' problematic matters of basic enterprise advertisement design are as follows :

First; The principle application of fundamental sense of signt and perception is dissatisfied.

Second; Due to frequent remodelled the design elements or layout format when the advertisement draft is changing, so that, consistent enterprises' image transmission is not normally accomplished.

Third; There requires excessively lot of things in advertisement space.

Fourth; There is not so normally accomplished the market subdivision application at target, so that there is lack of advertisement communication, such as, coherence formation intended for our world's advertisement.

Our four large enterprises' international advertising design is generally taking standardization approach method, therefore, there eliminated cultural difference, and regional character among markets.

The international advertisement is managing under specific society, region and countries, so that there ought to reflect such society, region and such country's culture character.

As it were, together with fulfill human being's basic desire, there ought to express advertisement requirement points where there can fulfill cultural desire, such as the society is possessing specific circumstances at the same time.

In the past, multi-nationals were interested in cultural differentia or peculiarity among countries when they had opened up foreign market.

But today, this multi-nationals' point of sameness is trying to pursue cultural sameness rather than cultural differentia at the overseas markets

As it were, by seeking after common requirement point for objected to the consumers in all parts of the world, and develop single message, and there shall be produced to adjust for the cultural circumstances factor in each overseas market for the advertisement design, copy, and concrete illustration.

At this point of time, our country's four large enterprises' improvement direction of international advertisement desing is can be divided with greatly two kinds as follows:

First; An advertiser shall not to be required excessively lots of things in limited space, and there requires an attitude of reliance to the advertising specialists

Second; The advertising specialists as well as desingners ought to study the sense of sight and perception, which is advertisement basic principle, deeply and shall require continuous research and effort to keep in touch with the openness and for the internationalization era.

In order to do that, we ought to analyze regional and cultural heterogeneity of the reader's language, custom, religion, morale, and art, and shall understand homogeneity for that and ought to do effective advertisement requirement.

The international advertisement design, that is based on the universal value and conquest of linquistic, cultural regionalism, can approach intimately by inducing reader's gaze naturally.

At last, the enterprises advertisement also accumulate the creation of the enterprise's image as a advertisement that require the assertion of enterprises'

medium, confidence, and consciousness and by giving rise to the consumer's interests with affirmative and positively and have an object to farm amicable attitude.

In this international society where there had encountered international competitive era of internationalization and openness era, so that one of the core of enterprise, image inhancement is as an enterprise advertisement design, so that the advertisers ought to study and analyze consumer's mental state, social and economic structure, generational change, and cultural environment factor with specialized and scientifically, try to every effort for excellent advertisement design, as well as advertisers, they ought to fulfill their responsibility.