브랜드 컨셉에 따른 패션광고의 표현형식 분석 - 구찌와 버버리를 중심으로

Analysis of Fashion Advertising Expression Types Depending on Brand Concept

&nbsp;&nbsp;This study will investigate advertising image of multinational fashion companies&quot; global brands through contents analysis of advertisements appeared in women&quot;s magazines. Gucci and Burberry, global brands having different brand concepts, were chosen for ad analysis. 32 Advertisements were selected from 24 volumes of Korean Vogue published between 1999 and 2004, from different seasons every year. Advertising expression types, advertising appeals, and advertisement elements were investigated in this study.<BR>&nbsp;&nbsp;The results of the analysis can be stated as follows:<BR>&nbsp;&nbsp;There was difference between advertising expression types according to brand concepts. Gucci, famous for its eroticism, had a lot of sex appealing expressions and strong visuals. Burberry showed friends and families in their advertisement showing lifestyle. On the other hand, most of these advertisements had no title and text but photographs. It tells us that emotional appeal, emphasizing image, was dominant appeal type in fashion advertisements. There also were differences between advertisement elements. Gucci usually presented two feminine models or two opposite-sex models in unnatural poses in studio to give erotic emotion and provide sexual image. Burberry had many models in luxury background and used props, such as car and pet, to show the nobility and wealth.<BR>&nbsp;&nbsp;The conclusion of this paper is that global fashion advertising strategy is necessary to plan a marketing strategy to develop competitive brand image and product positioning.