TV 광고의 모델 사용 유형에 대한 내용분석

초록

The current study investigated how various types of advertising models had been used for the last decade. Specifically, a total of 926 domestic TV commercials executed during 1998 and 2006 was sampled and content analyzed. Relevant literatures provided the categories for each type of models. Every sample was analyzed in terms of the followings: general types (celebrity, expert, general consumers, CEO), the number of models in an ad, gender, age range, and ethnicity. Each analysis unit was cross-tabulated with product categories in order to examine how each type of ad model was differently distributed across product categories. Results showed that celebrity models were not more frequently used than the general consumer models, especially for recent periods. Regarding the product categories, celebrities were more employed in home appliances, and medical products including pharmaceutical goods. General models were frequently seen in the ads for transportation, logistics, and foods. Plural models have been increasingly employed and foreigners were also in its increasement. Although general adults models still dominated TV commercials, children and the old have been increased. Although numerous studies simply assumed the dominance of celebrities, it is the time to observe the change in this field. Practitioners should attend how various types of models including plural models with multiple types in order to maximize the effectiveness of advertising model. Additional suggestions for further studies are also provided.

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