글로벌 포지션닝 광고의 이용 상황과 특성: TV 광고를 중심으로

Abstract

Recently the global positioning strategy has been emerged as a new advertising strategy with the diffusion of global consumer culture around the world. The global positioning advertisement means that the ad's message and design are created in association to global consumer culture to bring global brand image to consumers. This study attempts to identify characteristics and effective uses of global positioning advertising strategy in Korean TV commercials. Specifically the paper examines the factors, for example, product category, advertisement contents and creative styles. to determine the effective use of global positioning strategy in Korean TV ads. Several findings are emerged from empirical analysis of Korean TV ads. First, local positioning ads are more frequent in Korean TV commercials than global positioning ads. Second, global positioning ads are more frequently used in durables than non-durables, and in high-tech products than low-tech ones. Third, gobal positioning ads are similarly used in product and service without a significant difference. Fourth, global positioning in Korean TV ads more emphasized modern, new, beautiful and hedonic things. Fifth, global positioning ads emphasized more creatives of emotional appeal and image appeal than direct and information appeal.