[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 실버마케팅 광고 비주얼 이미지의 크리에이티비티에 관한 연구

A study on creativity of visual image expressed in silver marketing advertisment : Focusing on the message component of print media ad

Lyeo, Hoon Goo   Assistant Professor Dept. of Visual Communication Design Yuhan College
Kwon, Myung Kwang    Professor Dept. of Visual Communication Design Hongik University

 

On the threshold of year 2000, the elderly account for more than 7% of the whole population in Korea, which means that the nation is greeting welcoming an 'aging society'. Accordingly, it is expected that 'silver businesses and services 'targeted at the silver generation will prosper with "silver marketing advertisements" becoming active.

Under such circumstances, this study was aimed at reviewing the recent silver marketing advertisements in terms of their cultural and moral implications, and thereby, redefining and reestablishing the status of silver consumers to help them find their identity, aware of marketing activities and therewith, establish their "consumer sovereignty".

This study consists in large of 5 chapters. The introduction part describes back- ground, purpose, method and scope of the study. The first chapter reviews the silver marketing theories, The second chapter classifies the silver marketing advertisement positioning of four style - upper classes style, effloresce progress style, self-sufficiency style, dependent style - and reviews the expression strategy of each positioning.

The third chapter examines the domestic conditions of silver marketing advertisements for each positioning type classified. The fourth chapter designs the 'creative' of silver marketing advertisement and suggests the methods thereof. The analysis of 'creative' was tested in terms of graphic gestaltung, and how the silver generation consumers' characteristics was discussed.

The fifth chapter puts forwards the suggestions for the 'creative' strategies to enhance the effects of the silver marketing advertisements, based on the preceding discussions. In addition, the perspective into the keyword of 21st century or "silver marketing" is discussed, together with the limitations of this study. It is hoped that this study will be conducive to our efforts to face the upcoming 'aged society' more effectively.

To this end, this study discusses the "silver marketing advertisement" in light of 'societal concepts' and 'customer-oriented value', and thus, explores some "creative presentation strategies" whereby individual companies' interests and social or public interests can be compromised through 'creative activities' and 'equal-value consumerism' for an ultimately effective management strategies for silver businesses and services.