아동 교정 전문 치과 병원의 차별화 된 잡지 광고 연구

Abstract

Orthodontics patients are on the rise in numbers as a desire for an orthodontics treatment increases gradually due to enhancement of interest in oral health and aesthetic interest in recent days. As improper occlusion during a growth period affects even to a skeletal structure in a growth process unlike the situation for adults, an orthodontics treatment for children during a growth period is gaining the significance. Nevertheless, a publicity with the emphasis of an orthodontics treatment for children has not been accomplished properly as existing magazine advertisements of dental clinics are taken up mostly with advertisements enumerating only an examination part, or taking interview forms, or placing great emphasis on beauty, such as an aesthetical aspect of a woman and implications of plastic surgery. In spite of being able to present advertisements dealing with factors capable of causing various improper occlusion or examples requiring an orthodontics treatment centering around an orthodontics treatment in particular, of which people's interests have been on the rise recently,the effects of such advertisements did not appear profound as such advertisements are not being expressed properly. This paper demonstrated a necessity of advertisements differentiated from existing advertisements by presenting problems of print media advertisements of dental clinics under such circumstances. In addition, a necessity of advertisements placing emphasis of childhood orthodontics has been confirmed through analyzing a necessity of orthodontics in a growth period and problems involving improper occlusion. in such a way, the problems caused by improper occlusion are divided into a physiological and mental handicaps, and the effects of receiving orthodontics treatments are divided into targets by ages, and a method of expressing them as series advertisements was presented. Such a method expresses importance of children orthodontics and produces advertisements differentiated from those of other clinics. I believe that existing print media advertisements of dental clinics would be able to contribute affirmatively to qualitative improvement of advertisements with a differentiated advertisement strategy through this study.