브랜드 컨셉에 따른 패션 광고의 표현형식 분석 - 구찌와 버버리를 중심으로

Analysis of fashion advertising expression types according to brand concepts - Centering around Gucci and Burberry -

&nbsp;&nbsp;This study will investigate advertising image of multinational fashion companies&quot; global brands through content analysis of advertisements women&quot;s magazines. Gucci and Burberry, global brands having different brand concepts, were chosen for the 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 in 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 images. It tells us that emotional appeal, emphasizing image, was dominant appeal type in fashion advertisements. There also was difference in advertisement elements. Gucci usually presented two feminine models or two opposite-sex models in unnatural poses in studio insulting in erotic emotion. Burberry had many models in luxury background and used props, such as car and pet, showing 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.