A study on the Change Transition of Institutional Advertising in Newspaper: Focused on the Characteristic Analysis of Institutional Advertising in 1990 period*

Ji-Youn Shin(Department of Mass Communication Graduate school, Kyungpook National University Taegu, Korea)

(Supervised by Professor Girl-Jin Chung)

Today, Company's social responsibility and market competitive power is getting more important. Under these situations, most company want make a good coporate image to the customer. These coporate image can be made by product, company activity and social contribution.

However most effective means should be communication activities such as publicity or advertising. Among the various communication activities, corporate advertising is the most effective tools.

Besides, Institutional Advertising is assumed to reflect current atmosphere of society and economy. Some previous researches were purposed to study characterastics of Institutional Advertising in 1970, 80 period.

Thus, this study was purposed to analysis the characteristic of Institutional Advertising on Newspaper in 1990 period. Furthermore, this study has also attempted to find out whether those charaterastic of Institutional Advertising in 90 period are similar to 7,80 period, which is generally changed.

For this study, attempted to analyse the quantitive and qualitative contents of Institutional Advertising that appeared in the central 5 greatest Newspapers. The Cho-Sun Ilbo, Dong-A Ilbo, Han-Kook Ilbo, Joong-Ang Ilbo, Han-Gyeu-Re ShinMoon in 1990, 1993, 1996. And consider the influences of season, select the 1 month of each 4 seasons.

The results of this study are found as :

First Amount of Institutional Advertising in 90 period were generally increased year after year. Especially, 1993, some big enterprise(ex. Dae-Woo, LG..) have adjust the company and coporate image-up. So Institutional Advertising were increased.

Size of Institutional Advertising is gradually large, most frequently used visual factor is photography. This means that companys are increase to expense for Institutional Advertising more and more.

Second, industrial classification of Institutional Advertising in 90 period, the four top-ranking were group, service & recreation, public office & organization, electricity & electron industry.

The type of Institutional Advertising has classified informative and imagery, informative type were more plenty. But imagery type were increased after year after. The theme of Institutional Advertising, the four top-ranking were marketing capacity, enterprises policy & management mind, company's social responsibility, technical capacity.

These results suggested that company's marketing capacity would be important factor because the change of market enviornment and trade environment.

Third, according to the change of period, amount and size of Institutional Advertising were similarly large and increased.

Forth, according to the change of period, industrial classification of Institutional Advertising, type and theme makes a differences.

Above all, industrial classification of Institutional Advertising in 70 period, consumer goods company(ex. medicines, food & beverage, etc..)were actively advertised. But in 8,90 period, Group was most actively advertised.

The type of Institutional Advertising is informative advertising more than imagery advertising in 70, 80, 90 period. But proporation of imagery type were gradually increased.

The theme of Institutional Advertising in 70 period, the three top-ranking were marketing capacity, company's social responsibility, technical capacity. And 80 period, company's social responsibility was top ranked.

Also, in 90 period, the four top-ranking were marketing capacity, enterprises policy & management mind, company's social responsibility, technical capacity.

Based on result above, It was shown that Institutional Advertising is grdually large size and increase the amount of the advertisement. Moreover, today, Institutional Advertising influences on evaluating the entersprise. So, companies are conscious of important the coporate image and enterprises policy & management mind, try to established intimate coporate image.