Earticle

초록

한국어

본 연구는 다양화, 차별화되어 가고 있는 화장품 산업의 치열한 경쟁의 변화 속에서 화장품의 주 소비자층인 여성들의 마음을 잡기 위해 연령별과 제품군에 따른 광고와 광고 모델에 대한 태도를 알아보고, 선호하고 구매의도에 영향을 주는 광고소구유형과 광고 모델유형에 대해 알아보고자 하였다. 본 연구의 주요결과를 요약하면 다음과 같다. 첫째, 여성소비자들의 연령별에 따른 광고와 광고모델에 대한 태도는 긍정적인 것으로 나타났다. 둘째, 여성소비자들의 연령별과 제품군에 따라 선호하는 광고소구유형과 광고모델유형에 차이가 있었다. 셋째, 광고소구유형과 광고모델유형의 선호도와 구매의도의 차이가 있는 것으로 나타났다.

영어

This research has been designed to determine exactly how feminine consumers respond to certain cosmetic products and how their purchasing strategies can be determined. The main features of this analysis are based on the characteristics of demography and how the ‘advertising appeal type’ and ‘advertising modeling type’ can influence their consuming behaviour. We can see that there is a difference in their preferences and their consuming behaviour.The population of this research has been the main consuming group in cosmetics, women between 20 and 50 years of age. The population consisted of 396 persons. The research has the following results:The ‘advertising appeal type’ and the ‘advertising modeling type’ influenced feminine consumers of different ages differently. Furthermore differences between the ‘advertising appeal type’ and the ‘advertising modeling type’ could be experienced according to different products.The behaviour of the feminine consumers has been analyzed according to the features of demography. They responses to different models of advertising depending on age, education and profession. Their different responses justifies the application of the ‘advertising appeal type’ and the ‘advertising modeling type’ in this domain of advertisement.The ‘advertising appeal type’ prefers in the domain of functional cosmetics new products, convenience and perfume. The type prefers ‘make up’ products. The type prefers advertisements, which focuses on self realization, new products and convenience. The ‘advertising modeling type’ prefers in the domains of fundamental and ‘make up’ products celebrities. In the domain of functional products the type prefers sportswoman and athletics. The application of the ‘advertising appeal type’ and the ‘advertising modeling type’ gives the cosmetics industries the chance, to link consumers and products in a sophisticated way, to concentrate the energies on this link and produce synergies, which enhances the efficiency of advertisement and to increase the profits of the company.

목차

국문초록
 Ⅰ. 서 론
  1. 연구의 목적 및 필요도
 Ⅱ. 선행연구 고찰
  1. 화장품 광고
  2. 광고소구의 정의
  3. 광고 소구유형
  4. 화장품 광고소구
  5. 광고모델의 정의 및 특성
  6. 광고모델 유형
  7. 화장품 광고모델
 Ⅲ. 연구문제 및 연구방법
  1. 연구문제
  2. 조사대상 및 자료수집 과정
  3. 조사도구 및 자료분석
 Ⅳ. 연구결과 및 분석
  1. 조사대상자의 일반적 특성
 Ⅴ. 결론 및 제언
 참고문헌
 Abstract

저자

• 김수진 [ Kim, Sujin | 이화여자대학교 소비자학과 석사과정(The master’s course Student. Dept. of Consumer Studies, Ewha womans University.) ]
• 정순희 [ Joung, Soonhee | 이화여자대학교 소비자학과 교수(Professor, Dept. of Consumer Studies. Ewha womans University.) ]

참고문헌