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패션 브랜드 지면 광고의 문화적 포지셔닝 전략에 따른 색채사용
강은정;한솔비;조주연;이규해 한양대학교 2009 韓國 生活 科學 硏究 Vol.29 No.1
Brand advertisement can be effective when they can communicate with the customers who can share the culture and trend expressed through the advertisement. Therefore, the advertisers should be well aware of the possible target customer of the brand. Furthermore by making an advertisement that parallels cultural codes of the customers', it will be able to attract attentions from potential customers. This research analyzed the consumer culture positioning trends incorporated by female casual brands magazine advertisements, and examined the periodic changes and preferred colors for each different positioning type for the past five years. 345 magazine advertisements were classified into foreign consumer culture positioning and local consumer culture positioning types. Among the colors expressed in the advertisement, the color that occupied the largest visual area was selected as the main color of the advertisement. After chosen, the color was analyzed by Munsell's 10 hues and 12 tone classifications of PCCS (Practical Color Coordinate System). Ad with foreign consumer culture positioning counted for 281 taking the dominant portion, whereas local consumer culture positioning ad accounted for only 64. There were brands that implement culture positioning techniques than other brands. The 20 brands frequently applied foreign consumer culture positioning in their advertisements. The most frequently used hue was Red. Purple Blue was also common. In terms of value and intensity, dark grayish tone was also most commonly incorporated.