ABSTRACT

Campaign Keywords in Korea

- Focused on the Successful Advertising Campaign Keywords -

The purpose of this study is to review the major element of advertising communication, or advertising message, namely keywords, and thereby, analyze the keywords of the successful advertisement keywords in order to determine the important aspects and elements in developing the advertisement keywords.

It may be agreed that 'persuasion and sympathy' between advertiser and advertising agency must be an essence of advertisement communication. However, at various stages of advertisement production, we witness various differences of opinion depending on the nature of advertisement, which often result in conflicts among departments or jobs.

Today, planning of the advertisement communications are highly developed and complicated, but it is not exaggerating to say that the core of the advertisement communication messages involves determination of the messages and compromise of different opinions or conflicts. Namely, since an advertisement may be equated with a persuasive communication, conflicts may well arise involving development and choice of the 'persuasive' messages. So, we need to discuss whether the source of the message should advertiser or product itself or otherwise its recipients, namely consumers, if we want to understand the core phenomena of advertisement.

Nevertheless, preceding studies and discussions have been centered about effects of the advertisement messages, while neglecting the important elements of advertisement in developing advertising copies or messages. As a result, it is conceived that preceding studies and discussions have not suggested some effective references for production of advertisements on the spot. Therefore, it may well be necessary to assess the keywords used for the advertisement campaigns assessed as successful and thereby, determine whether the keywords were centered about advertisers or consumers and what aspects or elements were taken into consideration importantly.

This study was based on the assumption that 'the directionality of 'S¡æM¡æC¡æR¡æ(E)' defined by Lasswell's communication delivery model should be reversed for advertisement communications'.

For this study, three advertisement campaigns were selected arbitrarily; two are assessed as highly successful in 1980's and 1990's, respectively, and the other campaign was significant attracting our attention in 2000.

The first keyword of the advertisement campaign is Pumuwon's 'stubbornness' campaign. Due to this campaign, the food products which had yet to be introduced into the market hit the market remarkably.

The second keyword is "150m Underground Natural Water Beer" campaign for the beer Hite. With this campaign, the absolute inferior market share of 7:3 or 8:2 for about four decades turned into the absolute superior market share for Hite.

The third key selected is "It's Now or Never" campaign staged by Hansung Motors for Benz. With this campaign, it is evaluated that consumers' fixed product image has been improving successfully to a higher level.

For this study, various books, periodicals, company journals and advertisement plans which analyzed or described the sample campaigns were extensively reviewed, and thereupon, the advertisers and advertising agencies were asked to recommend the personnels in charge of the advertisement plans to the researcher, who would interviewed them twice directly and once through a questionnaire.

It was possible through this study that the conventional advertisement communication delivery model might be reversed to be more effective, and thereby, that a consumer-centered advertisement communication model was formulated based on the denominators determined for an effective delivery of advertisement messages. In addition, it was found necessary to categorize the advertisement messages or keywords depending on consumers' social factors or accommodations rather than divide them simply into advertiser- centered or consumer-centered ones depending on their styles, forms or messages themselves.

However, this study may be limited in that it did not use some objective data, and that actual advertisement plans were not sufficiently referred to, and that researcher's subjective view may interfere with an objective analysis. Lastly, it is hoped that this study will be followed by future studies which will complement it by suggesting some ways to specialize the advertising copies in Korea.

Keyword : transmitter(advertiser)-centered message, ecipient(consumer) -centered message, advertisement communication, advertisement campaign, keywords, development of keywords

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