도입기 브랜드와 성숙기 브랜드 광고표현 비교 -라면 브랜드 TV광고를 중심으로- = A Study on Expression of Advertisement Between Brand Introduction Stage and Maturity Stage -Based on TV Advertising of Ramen Brand-

다국어 초록 (Multilingual Abstract)

This study is indicate the importance of Creative Strategy according to Brand Life Cycle. This study proceeded Brand Life Cycle is based on Ramen brand. This study aims to analyze the differentiation on Creative Strategy Ramen brand on its Introduction stage. For this study, TV commercials of Ramen brand aired in 2011 were gathered via TVCF.com and their advertising concepts, appeal types, visuals and copies were studied by the method of comparative analysis. From the study, we found that Creative Strategy on its Introduction stage have conducted differently. Nagasaki-jjamppong had represented consumer`s experience of white colored soup ramen. Kokomian had expressed its different feature of th brand itself. Jisimian had appealed its brand-name linked with similar pronunciation, ``kiss``. In conclusion, Creative Strategy of brand on introdution stage according to Brand Life Cycle had been associated with target audience and user`s situation, produt and consumer`s benefit. I hope, through this paper, longevity products will be structured systematically and multifacetedly. The way to powerful brand of Ramen brand depends on its Creative Strategy according to Brand Life Cycle.