시리즈광고를 통해 본 기능성 녹차소주광고 표현의 차별화 연구

Abstract

Advertising is the best strategy to differentiate one's company or product brand from others. However, if the strategic advertisement does not keep consistency, it would be hard to concentrate on setting up the identity. To interconnect an identity, a product, and a company with one image, a continuous and consistent advertisement is required. Mainly alcohol manufacturers rely on a great hit whenever releasing a new product, although the sales growth of the domestic alcohol market in Korea shows individual differences among the manufacturers. The product sales life cycle can be extended when a novel and outstanding image advertisement leverages the product image. An imaginative and unique creation draws attentions from the pressed media advertisement. In most of Korean alcohol (Soju) cases, the manufacturers use the traditional advertising method, identifying a female model with the product image, although there are many ways to differentiate with others' brand strategies. Furthermore, this ad focuses on the temporary hit at once and it is likely to be a very micro-view so that good ideas and creativeness can be easily disappeared after a single experimental trial. Meanwhile, foreign alcohol advertisements show a big difference to create their own brand identity. For example, a foreign brand company, Aboulut Vodka has concretely established its consistent identity in the market by implementing a series of delicate strategic ads to differentiate from other competitors. This thesis illustrates the needs, characteristics, and effects of series advertisement and benchmarks the most representative series advertisement, Absolut Vodka to know the distinctive expressions and effects. As well, it indicates how to adopt new expression methods of the printed media advertisement to differentiate from the existing ways by means of combining series of ads and effects of green tea Soju that includes green tea leaf elements. Especially this thesis presents the methodologies to apply diverse effects of green tea and target areas to a series of advertisement along with extending the target range of a functional green tea Soju (Soju San from Company N) which has been limitedly focused on thirties to forties. It is considered that a differentiated advertisement brings up brand image and company growth. This study researches to contribute the qualitative improvement of a strategic Soju advertisement to Company N to differentiate from other companies in Korea.