Abstract
A comparative study of Advertising Creative Strategy and Appeals in Korean and Japanese Alcohol Drink Advertisements.
Park, Moon Soo
Graduate School of Advertising & Public Relations
Hong-Ik Univ.
Advisor : Prof. Yi, Chull Young
What will be the differentiated strategy for successful campaign in alcoholic drink market where the brand competition is over heated? What will be the more effective and scientific way to approach? Before producing more creative idea, debate about appeal type is to keep rising up in advertisement business. Also, if the direction and the idea became concrete, in what container this product's content has to be put? What is the best execution type that affects the mood and tone? What kind of advertisement style will be more effective for beer and whisky advertisement, that is low involvement emotional product? Through the Korean and Japanese alcohol drink advertisement, I executed the content analysis of advertisement appeal type that is the core point and basic of creativeness. Consumer, in information age, who greets the new millenium, wants only the specialized product, distribution, and communication optionally. Also, as communication environment changes, I believe that the consumer's reaction also changed toward beer and whisky advertisement of low involvement emotional product.
Nowadays, when consumers decide to purchase, they depend on what they think is right or important rather than the product information.
Method of appealing could be divided into rational appealing which emphasizes on product's attributes and convenience and emotional appealing which focused on consumer's psychological and social desire. Also the study about appealing type could be changed according to the method to approach to product characteristics, involvement, product life cycle, brand preference, competition situation, and competition plan out. etc.
In this study, I selected about 200 advertisements among the Korea and Japanese alcohol drink advertisements that was made during the last 2 years and categorized into three essential types(appealing type, execution type, concept source type), and then trying to find desirable type in alcohol drink advertisement through the content analysis and case study.
Also consumer's life style, toward beer and whisky brand culture, product meaning, laddering, and etc. can be studied and present with theoretical background of alcohol so that this can be the basic for building a scientific and effective creative strategy.
As the result of the study, in case of beer commercial, both Korean and Japanese showed more rational appealing type tendency by direct and realistic message of the product information under the rather than emotional appealing excessive competition for brand. Most of the advertisement, however, was focused on psychological value rather than appealing on physical attributes of the product. Also the appealing type that mixed rational and emotional aspects was noticeably increasing(OB Lager, Japan/Morose beer).
In Korean beer commercial's concept source type, the raw material, taste, and the method of brewing are diversely appealed to consumer. On the other hand, Japanese are mostly used the 'taste' as the concept of their advertisement (Kirin/Asahi). Another different point is that the legitimacy of Japan's advertisement take only on campaign and keep develope it, when Korea alcohol advertisement is keeping changing.
Both Korea and Japan focused on emotional appealing type for whisky advertisement. In Japan, their own products. Santori whisky, is the principle product and the concept is focused on the happiness and sociality. In Korea, on the other hand, the advertisement concept focuses are tradition, fame and history due to the fact that consumer mind of the whisky is the symbol of dignity and high class. Also in the Japan's commercial, which has variety of whisky product group, shows execution type also has various forms. Korean whisky advertisement which is limited to printed media emphasizes on image advertisement that symbolized the concept rather than the product.
As a result, in beer and whisky advertisement, it is believed that psychological value is more important than physical attributes, and the theory that emotional appealing type is more desirable is dominant. Also we can notice the trend that they try to differentiate themselves by emphasizing the product specialty ('water' of Hite beer) or using different appealing types under the very competitive market environment. In beer and whisky product, to differentiate strategy of creative, if we think appeal type, execution type, and concept type before come up with idea and then make strategy plan, I believe this will help to make more improved creative expansion and successful campaign.
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