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여성의 자아 이미지 인식을 통한 브랜드 이미지의 전략적 접근 : 광고 속 여성 모델의 이미지를 중심으로

Strategic Approach of Brand Image through the Perception of Women's Self-Image: Focusing on the Female Model Image in Advertisements

최원주
한국주관성연구학회 (Korean Society For The Scientific Study Of Subjectivity)|2007.12|주관성 연구 (Journal of Korean Society for the Scientific Study of Subjectivity)|제15호|pp. 93-120

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참고문헌

키워드

브랜드 이미지Brand Image자아 이미지여성 소비자Female ConsumerWomen's Self-Image
주제분류기타사회과학

초록

The feminist movement has grown together with the human rights movement, black people’s movement, and green movement since the 1960s. Today women are exercising a tremendous influence on the market through their purchasing power as well as on society and culture globally. Still, however, companies are mostly driven by men and there is insufficient understanding about female consumers even though they make and sell products and services targeting women. It is no longer possible to approach women with the traditional strategies that were effective with men in the past. Then, how can we approach women? The description of the image of women in advertisements is extremely restricted by prejudice. This is because although marketing and advertising staff exert all their might in captivating women by focusing on them, they have failed to find a way so far. This study aims to review what kind of subjective structure the self-image pattern has through the perception of the image of women expressed in advertisements. With this aim, the study intends to find a clue to advertising strategies for creating a differentiated brand image that might be successful in the market. As a result of the study, the three types perceived as the self-image of women were all found to have different features from the male-dependent, traditional and stereotypical image of the wise mother and good wife. Therefore, brand image strategies including advertisements need a new approach for understanding female consumers.

Abstract

The feminist movement has grown together with the human rights movement, black people’s movement, and green movement since the 1960s. Today women are exercising a tremendous influence on the market through their purchasing power as well as on society and culture globally. Still, however, companies are mostly driven by men and there is insufficient understanding about female consumers even though they make and sell products and services targeting women. It is no longer possible to approach women with the traditional strategies that were effective with men in the past. Then, how can we approach women? The description of the image of women in advertisements is extremely restricted by prejudice. This is because although marketing and advertising staff exert all their might in captivating women by focusing on them, they have failed to find a way so far. This study aims to review what kind of subjective structure the self-image pattern has through the perception of the image of women expressed in advertisements. With this aim, the study intends to find a clue to advertising strategies for creating a differentiated brand image that might be successful in the market. As a result of the study, the three types perceived as the self-image of women were all found to have different features from the male-dependent, traditional and stereotypical image of the wise mother and good wife. Therefore, brand image strategies including advertisements need a new approach for understanding female consumers.

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