K-POP 가수를 차용한 TV 광고 문화적 유형과 가치 연구

Abstract

The popularity in Korea, which collectively Korea pop music, K-Pop craze in the recent wave has emerged as the protagonist. The young people are driving the current frenzy of K-Pop as a springboard for more in order to secure a solid fan base beyond the dance music of various genres of music and culture should be developed that combine the content. The purpose of this study Korea K-Pop star First, K-Pop SWTO ad appeared in advertising with marketing analysis examines the cultural values ​​compare, Second K-Pop singers, whether they are classified as any advertising target were investigated Thirdly, the future of K-Pop singer more aggressive global exchanges and content development by forming a relationship will want to expand. In addition, on the basis of these studies as a model for K-Pop singer gestures on a strategy for enhancing the strategic aims to provide basic data. Appeared in TV CM, research on cultural values, utilitarian value vs symbolic value as a more practical value difference was stunning. With the pragmatism of real-world effects of the parameter values ​​and the symbol will be expressed through the symbolic value. Western values ​​vs Oriental eastern, is superior to Western values ​​was higher. horizontal value vs ​​vertical value is a much higher horizontal value level. In addition, K-Pop singers were respectively the advertising electronics, food, cosmetics, gas, clothing, etc.