國際廣告 메시지論에 관한 一考察 = International Advertising Message

다국어 초록 (Multilingual Abstract)

This study is to examine the problem arising from international advertising message. The major components of the message are headline, body copy, clincher and logo or trade mark. The components are like a human body. The soul or the heart of the message is its basic image, the core around which it is constituted.
There are many problems arising from international advertising message. The first problem is language overlap from market to market. Language overlap among countries in not sufficient to permit global advertising campaign. The existence of language diversity in the world does, by itself, prevent the use of international marketer is the determination of appropriate advertising appeals for each market. Each national market is unique. This might suggest the need to develop special appeals peculiar to each country. This brings up one of the important debates in international advertising message. The message must fit the market if it is to communicate successfully.
The second problem is culture among nations. Customs, tastes, and attitudes of the people are different in each market. Habits of dress, eating and living are different in many ways. Only local creature talent can appreciate the peculiarities of local culture. Therefore, when possible, it is wise to use advertising agencies in the local country. Advertising message appeals must meet local realities.
The third problem is advertising effectiveness. Testing advertising effectiveness is even more difficult in international markets than in domestic market. One reason is that the markets are smaller and therefore budgets are smaller, but a more important reason is that few markets have the same experience in this work. They have less contact with foreign markets. Their ability to investigate advertising effectiveness is limited.
Thus, three factors restrict the function of international advertising message in majority of the world markets. The message policy of international advertising must be needed to overcome some of the handcaps arising from international advertising message in foreign markets.

목차 (Table of Contents)

• Ⅰ. 序 論
• Ⅱ. 國際廣告 메시지의 構成과 類型
• Ⅲ. 國際廣告 메시지의 內容特性
• Ⅳ. 國際廣告 메시지 表現特性
• Ⅴ. 國際廣告 메시지의 訴求方法 및 提示形態
• Ⅵ. 結 語