소주광고 포스터에 나타난 이미지연구 -20~30대 남성소비자를 중심으로-

초록

This study is a study of the problems with images shown in soju advertisements. In particular, when looking at the poster of advertisements for soju among alcoholic beverages, most of them are female models to target male consumers. The purpose of this study is to examine the case analysis of the female image shown in the soju advertisement posters and to identify problems in images through surveys of male consumers, the main consumers of soju, and to explore effective soju advertising directions. As a result of the analysis, it identified ‘uniformity of advertisement image type’ and ‘The female image is unified’ which are the problems of soju advertisement image. And 48 percent of male consumers think negative about this situation. In addition, by using excessive pop stars, the relationship between the model and the product is less, which leads to a problem of low advertising reliability. This study can be helpful for the ethical and moral correct development of advertising targeting male consumers as well as mainstream advertising.

키워드