• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.8
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• pp.1196-1204
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• 2002

This research was to see if the fashion product ads are standardized or differentiated, and to find what were the determinants if any differentiation existed. The purpose of this study was to identify cultural characteristics significant on marketing fashion produce. In addition, the relative importance of product appeals between rational and emotional in the fashion ads was examined. Hofstede's(l991) three cultural characteristics dimensions such as individualism-collectivism, power distance, masculinity-femininity were used. Content analysis was applied in the study. Magazine ads of apparel, cosmetics and accessories were collected from France, Japan, Korea and the US in 1999-2000. Cultural characteristics of the fashion ads were evaluated and compared in terms of country, product type and product involvement. Also ten consumption appeals were examined for county and product type. ANOVA, Duncan test and $X^2$ test were applied to analyze data. The results were shown as follows: First, all the cultural characteristics such as individualism-collectivism, power distance, and femininity-masculinity were different among countries. Second, two product appeals were significantly different among countries. Hedonic appeals were dominant fur France and the US while those were not for Korea and Japan. Third, product involvement level had significant impact on power distance characteristic and product appeals. Ads of high involvement fashion goods showed larger power distance and more emotional appeals. In conclusion, global fashion ads should be differentiated in terms of some cultural characteristics and product appeals.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.3
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• pp.513-529
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• 2022

Based on the stimulus-organism-response model, this study investigated the effects of three types of green performance appeals (i.e., before-, after-, and before/after-appeals) on consumer word of mouth (WOM) mediated by anticipatory hope. As the degree of consumer susceptibility to advertising varies by individual, individual perceived consumer effectiveness (PCE) was examined as a moderated mediating variable. A total of 191 responses were analyzed using SPSS 27.0 for analysis of variance and PROCESS procedure. Results showed the mediating role of anticipatory hope between advertising appeals and WOM: participants reported greater anticipatory hope when they viewed the advertisement with after- and before/after-appeals. This mediation was moderated by participants' PCE. The effect of green performance appeals on WOM was mediated by participants' anticipatory hope when their PCE was low; however, when participants' PCE was high, the mediation was not significant. The findings show that advertising appeals highlighting the effectiveness of green performance can attract consumers who do not believe that product consumption affects a sustainable environment and spread WOM. This research provides insights to fashion brands by suggesting effective green advertising strategies that can increase consumers' voluntary information-sharing behavior.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.3
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• pp.629-637
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• 2001

The objective of this study was to identify the cultural characteristics affecting advertising contents of the consumer products. Hofstedes(1991) five cultural characteristics such as individualism-collectivism, power distance, masculinity-feminity, avoidance of uncertainty, confucian dynamism were used. Ten kinds of consumer products were included and data were collected from France, Japan, Korea, and U. S. during 1999∼2000. All ads were evaluated and compared their cultural characteristics in terms of country, product involvement and usage, and magazine type. ANOVA, Duncan test, and Pearson correlation-coefficient were applied to analyze data. The results were shown as follows: First, most ads tended to be individual, less power oriented, feministic, and showed high tendency of uncertainty avoidance as well as long term confucianism for all the countries. And some cultural characteristics were different among countries. Japan, France, U. S. and Korea in order showed higher individualism and lower power distance. Also Korea and Japan showed relatively short term confucian culture while U. S. and France did ling term perspectives in the ads. Second, product involvement and usage type had a significant impact on the characteristics of individualism-collectivism and feminity-masculinity. That is, product ads of lower involvement and personal use were likely to show individualistic messages and to have more feministic appeals. Third, magazine type had an impact on some cultural characteristics. Womens magazines would have more individualistic, less power oriented, and feministic appeals of ads. In conclusion, global ads should be localized and differentiated in terms of some cultural characteristics and differ depending on product characteristics.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.3_4
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• pp.492-502
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• 2002

The purpose of this study was to investigate the advertising appeals and consumption values expressed on cosmetic advertisements in Adolescent's magazines from 1973 to 2000. The data for longitudinal content analysis were collected from Adolescent's magazine : Junior Joongang(1973.3∼1985.12), Highteen(1986.1∼1994.9), Cci(1994.l0∼2000.12). Collected data was consisted of 542 advertisements. 1. The product categories in cosmetics advertisements, the major were Base Make-up in the past but the number of Color Make-up, Functional Make-up, and Hair-related Products had increased in 1990s. Also, there were more increasing number of imported products than domestics. 2. The trend of appeals showed change according to time and society. Overall, a great many of cosmetic advertisements had emotional approach. Before the middle of the 1980's emotional approach had decreased, and mixed(rational and emotional) approach were dominated in 1990s. 3. The major consumption values in cosmetics advertisements were effective value. Especially, it had increased from 1990s. And esthetic value was dominated in the middle of the 1970s.

• Journal of the Korean Society of Clothing and Textiles
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• v.19 no.1
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• pp.3-12
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• 1995

The purpose of this study were to identify the types of consumer responses and to investigate the attitude formation process toward the fashion advertising. A consusmer attitude model for the fashion advertising and to select relevant variables. A consumer attitude model was composed of the prior brand attitude, the consumer re, ;posses (affective, cognitive) the advertising attitude, the brand attitude, and the purchase intention paradigm. The result of this study were as follows: 1. Consumer responses on the fashion advertising were distingished between affective response and cognitive responses and the degree of responses differed by the advertising appeals types (emotional advertising, sex appeal advertising and product attribute advertising). 2. The main casual course of the fashion advertising was that the prior brand attitude $\rightarrow$ the consumer responses (affective, congnitive) $\rightarrow$ the advertising attitude $\rightarrow$ the brand attitude $\rightarrow$ the purcha, ie intention. These attitude formation process was differed by the advertising appeals types. Finally, consumer responses on the fashion advertising were disinguished beween affective responses and congitive responses, and were affected to advertising attitude, brand attitude, purchase intention. These consumer attitude formation process was differed by the advertising appeals.

• Journal of Digital Convergence
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• v.16 no.5
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• pp.207-211
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• 2018

TThis research paper discusses the results of an article on the effects of moderating role of self-monitoring on response to the two different types of online advertising appeals. It was hypothesized that low self-monitors show more positive attitude towards brand when exposing advertisements with product quality-based online advertising than high self-monitors, whereas high self-monitors show more positive attitude towards brand when exposing advertisements with image-based online advertising than low self-monitors. Through an experimental design involving product quality and image-based online advertising, this article demonstrates that the role of self-monitoring in online advertising effects is similar to traditional advertising studies. Based on the results of the study, practical and theoretical suggestions are interpreted in relation to online advertising creative messages and strategies.

• International Journal of Advanced Culture Technology
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• v.8 no.3
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• pp.38-44
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• 2020

Storytelling plays a very important role in emotional marketing recently. Storytelling marketing emphasizes a unique story and mythical meaning of the product, rather than its practical function. This is a faithful reflection of what the Dream Society has proposed. In this article, we are researching the consumption value system, and analyze various cases focusing on a coffee advertisement. In particular, by delivering a story, we will concentrate on advertising that appeals to utopian values and discusses the actual impact that it brings. If we communicate utopian values to consumers through various stories, business effects will be maximized, which will strengthen the brand image. The originality of this paper is to discuss the theory of consumption value system positively with the concept of storytelling. Therefore, we will draw conclusions as to which orientation is most ideal for storytelling in advertising. Understanding these business models will help you build an effective marketing strategy for the Dream Society.

• Journal of Digital Convergence
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• v.18 no.3
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• pp.299-304
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• 2020

In the past, commercial advertisements were produced mainly by advertisements that introduced functions, descriptions, or brands that the product had. However, the current advertising market appeals to the product by projecting emotion into the product in line with the consumer's expanded role of storytelling. Nudge effects can help you make the right choice in an economic and behavioral sense. Storytelling, which includes these nudge effects, allows people to communicate with people, thereby allowing consumers and businesses to move in the direction they want. This study understands the concept of nudge effect through commercial advertisement of Seoul Milk and studies the impact of corporate commercial advertisement on the analysis of the interactions between nudge effect and storytelling on the company's perception change as a consumer. The purpose of this study is to study the influence of the nudge effect. The results of this study have affected the perception of the entity, affected by the ripple effect of the nudge effects.

• The Research Journal of the Costume Culture
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• v.9 no.3
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• pp.375-388
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• 2001

This study looks into the appearances and contents of undercloths advertisements by analyzing them appeared in women\`s magazines of Korea, which are , and published between 1965 and 1999 mainly targeting the women at the age of 20s through 40s. This study leads to the following conclusions : 1. Most of advertisements use 1 or 2 pages of the magazines with colored pictures. 2. The most frequently advertised underclothes is brassieres and white and pastel are dominant colors. Also, spandex and cotton are the most frequently appeared fabrics in the advertisement. 3. Professional Korean female models in twenties are the most favored choice for those underclothes advertisements and those models dominantly face their fore part with showing the body parts higher than their knees. Solo model appear in most of the advertisements and independent appearance is dominant. 4. In the visual expression of the advertisements explicitly show the products for visual expression, whereas verbal expressions mostly emphasize the benefits to be obtained from the underclothes advertised. 5. Advertisement appeals are mainly base on readers\` reason rather than sensibility.

• Journal of Korea Entertainment Industry Association
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• v.13 no.7
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• pp.99-118
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• 2019

This study confirmed the followings based on analysis of language messages in 718 advertisement in , AMOREPACIFIC's beauty magazine, published from 1958 to 2018 by product categories, era, in terms of purchase information, persuasive expression, word type. First, the number of pieces among 1980s to 1990s advertisement were the largest and, in terms of product categories, there were the greatest number of pieces in skincare, makeup and mens products. Second, headline and bodycopy had a different aspect in persuasive expression. "focused on image-making" was mainly used for head lines. Specifically, "situational image" was generally dominant. While the "user image" was higher before 1990's, "brand image" was as recent times. "Informal" was mostly applied for bodycopies, especially, "general information" and "differentiated information" was used the most. It is important to know what kind of information the brand established in each brand should be embodied rather than simply dividing the appeal method into "rational appeal" and "emotional appeal."Third, persuasive expression has different aspects in headlines and body copies. "focused on image-making" was mainly used as headlines. Specifically, "situational image" is dominant. Also, "user image" was high before 1990s but "brand image" got higher in recent times. "Informal" was mostly used as body copies, especially "general information" and "differentiated information" were the most frequently selected. Therefore, it is important to apprehend which information to specify established images by brands, rather than to divide "rational appeals" and "emotional appeals". Lastly, categorizing word type into brand names and headlines, foreign language was the most dominant in brand names and Chinese characters in headline. Remarkably, brand names in native language temporarily high in 70's and 80's, which could be interpreted to be resulted from the government policy promoting native language brands in those times. In addition, foreign language was frequently used in cosmetics and Chinese characters in men's product. It could be explained that colors or seasons in cosmetic products were expressed in foreign language in most case. On the other hand, the inclination of men's product consumers, where they pursue prestige or confidence in Chinese character, was actively reflected to language messages.