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        정 소구 광고의 특성에 관한 탐색적 연구

        최안자(Anja Choi) 한국언론학회 2010 한국언론학보 Vol.54 No.1

        This study explores the characteristics of ‘Cheong appeal’ advertisements which appeal to Koreans’ depth psychology in the Korean situation of the variety of advertisement appeal types. Based on the study of the Cheong concept by previous researchers, five attributes of Cheong were established: time, space, kindness, relationship, and unconditionality. The subject of analysis was 〈Housewives’ Life〉 (founded in 1965), one of the oldest monthly women’s magazines published in Korea at present. The magazines from 1965, the year of the first publication, to 2005 were analyzed, and 3 issues of every year were randomly selected for samples. As a result of the study, for the year, while in the 1960s the Cheong concept showed a somewhat vague location, the 1970s it was located close to the space attribute; in the 1980s, to the kindness attribute; in the 1990s, to the unconditionality attribute; and in the 2000s, to the relationship attribute. For product types, clothing, personal items, stationery, and toys were located close to the kindness attribute; food and alcoholic drinks, to the unconditionality attribute; service including publication, culture, construction, real estate, and distribution, to the time and relationship attributes; and medicines, hygiene products, cosmetics, detergents, furniture, home appliances, and kitchen utensils, to the space attribute. Finally, for the expression type of Cheong relationship, the neighborhood and married couple relationship were located close to the relationship attribute; the parent-child, sibling, and relative relationship, to the unconditionality and kindness attributes; and the friend, associate, and senior-junior relationship and relationship with such things as hometown and Alma Mater, to the time attribute.

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