Journal of Convergence for Information Technology (융합정보논문지)

Convergence Society for SMB (중소기업융합학회)
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Effects of Beauty Commercial Advertising on Men and Women in Their 20's Purchase of Beauty Products

뷰티 상업광고가 20대 남,녀의 뷰티 상품 구매 결정에 미치는 영향

  • Noh, Seung-Eun (Department of Beauty Care, Dongnam Health University) ;
  • Cheon, Seung-Hee (Department of Beauty Care, Dongnam Health University) ;
  • Sim, Bo-Ram (Department of Beauty Care, Dongnam Health University)
  • 노승은 (동남보건대학교 뷰티케어과) ;
  • 천승희 (동남보건대학교 뷰티케어과) ;
  • 심보람 (동남보건대학교 뷰티케어과)
  • Received : 2021.12.20
  • Accepted : 2022.02.20
  • Published : 2022.02.28
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Abstract

The purpose of this study is to understand the influence of beauty commercial advertising by gender based on information on beauty trends among men and women in their 20s and to confirm the effectiveness of beauty advertising as a marketing tool. To this end, a survey was conducted on men and women in their 20s who are most interested in appearance and use SNS. Women chose YouTube as the most accessible, reliable, and informative ads, while men chose Instagram, TV, and YouTube respectively, and found that YouTube ads were the most influential for women in their 20s and Instagram ads for men in their 20s. These results can be used to build new strategies in the service and marketing sectors of the future beauty market.

본 연구의 목적은 20대 남녀의 뷰티 트렌드 정보를 바탕으로 성별에 따른 뷰티 상업광고의 영향력을 파악하고, 일종의 마케팅 수단으로 쓰이는 뷰티 상업광고의 효과를 확인하고자 한다. 이를 위해 외모에 대한 관심과 SNS 사용이 가장 높은 20대 남녀를 대상으로 설문조사를 진행하였다. 여성은 접근성, 신뢰성 정보성이 가장 높은 광고로 모두 유튜브 광고를 택했고 남성은 각각 인스타그램 광고, TV 광고, 유튜브 광고를 택했으며 그 결과 20대 여성에게 가장 영향력 있는 광고는 유튜브 광고, 남성에게 가장 영향력 있는 광고는 접근성이 높은 인스타그램 광고라는 점을 확인하였다. 이러한 결과는 앞으로의 뷰티 시장에서 서비스 및 마케팅 분야에 새로운 전략을 구축하는 데에 활용될 수 있다.

Keywords

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