A Study on the TV Advertisement of Department Stores

Lee Yong-soo(Major:Art Education Department Graduate School of Education. Taegu University)

Directed by prof. Son Young-joo

The status of department stores, which are the backbones in the field of circulation of goods and have governed the style of consumption in the middle of high economic development and progress of culture, is uncertain.

The circulation markets surrounding department stores are coping with rapid-changing conditions such as the full-opening of circulation markets, the diversification of circulation business, the positive marketing to keep pace with the rapid spending habits of consumers, the attempts to advertise and develop various advertisement media through newspapers, bills, TV. Some of them are the internets, cable TV and satellite broadcasting, which are possible by means of high technology.

However, the power of TV advertisement is not dead. As of now many consumers spend their spare hours in watching television as seen in the recent research of consumers.

The advertisement on TV does not lead the consumers to their immediate purchasing. It only convenys information and creates images.

The circulation businesses of Taegu will meet a serious competition through the inroads of department stores in Seoul into Taegu markets and the various appearances of circulation businesses.

Considering these situations, it is necessary for the department stores in Taegu area to establish images aimed at the consumers.

We have to make a long-term strategy for this and make a prompt advertisement activity according to this.

This study is to contribute to the increase of quality of TV advertisement of local department stores and to enable them to establish more efficient image strategy. In other words, this is to present more efficient ways to make TV advertisement by means of understanding the characteristics of the TV advertisement of the individual department store and extracting the characteristics of such advertisement as enjoys high recognition and preference of consumers.