패션비즈니스 (Journal of Fashion Business)

  • 제11권2호
  • /
  • Pages.113-128
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  • 2007
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  • 1229-3350(pISSN)
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  • 2288-1867(eISSN)
한국패션비즈니스학회 (The Korean Society of Fashion Business)
권호 표지

해외명품광고(海外名品廣告)와 국내(國內)패션광고(廣告)의 크리에이티브 전략(戰略)에 관(關)한 연구(硏究)

A Study of Creative Strategy of Luxury and Domestic Fashion Advertisement

  • 이승희 (성신여자대학교 생활과학대학 의류학과) ;
  • 유선애 (성신여자대학교 생활과학대학 의류학과) ;
  • 이주연 (성신여자대학교 생활과학대학 의류학과)
  • Lee, Seung-Hee (Dept. of Clothing & Textiles, Sungshin Women's University) ;
  • Yoo, Seon-Ae (Dept. of Clothing & Textiles, Sungshin Women's University) ;
  • Lee, Ju-Yeon (Dept. of Clothing & Textiles, Sungshin Women's University)
  • 발행 : 2007.06.30
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초록

The purpose of this study was to comparatively analyze advertisements of prestigious products and domestic fashion brands through fashion magazines. Especially, a comparative analysis of creative advertising strategies of prestigious products and fashion brands will be vital in establishing advertising strategies and marketing planning of domestic fashion brands. This study targeted and analyzed all the advertisements of prestigious fashion products and domestic career women's high-end casual brands printed in VOGUE KOREA and ELLE KOREA in 2005 and 2006. Descriptive statistics and x2-test were used. As a result of the analysis, prestigious product advertisements accounted for 197 (57.9%), and domestic fashion 143 (42.1%) out of a total of 764. Except for duplicates, the 340 advertisements analyzed, were selected for this study. Luxury fashion brand advertising accounted for more than domestic fashion brands in the magazines studied. That is luxury fashion brands have greater exposure to consumers. Based on the results drawn in this study for fashion products, various and unique advertising strategies utilizing visual factors that most effectively delivered to consumers are imminently needed as creative strategy measures in domestic fashion advertising.

키워드

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