일본에서의 한국 상품의 광고표현 양상 －2021~2023년의 비일상적 제품을 중심으로－

Abstract

Advertising Expression Patterns of Korean Products in Japan-Focusing on Exceptional Products from 2021 to 2023- Song, EunMi This study analyzes and examines advertisements for non-ordinary Korean products broadcast in Japan between 2021 and 2023, categorizing them primarily into mobile-related advertisements and automobile advertisements. The results are summarized as follows:Commonalities between mobile and automobile advertisements include the following: First, both types enhance advertising effectiveness through visual imagery and soothing music. Second, subtitles are utilized to present new information straightforwardly, making it memorable for consumers. Third, sentence-final expressions adopt a noun-based perfect form, delivering messages concisely and clearly. Fourth, in terms of storytelling (discourse structure), product names are presented in the introductory section, descriptions of the products in the central section, and the product or brand names in the conclusion, thereby imprinting the brand in consumers’ minds. Fifth, overall, advertising visuals employ bright colors and rapid motion, drawing consumer attention and predominantly utilizing hard sell advertising strategies. In terms of differences, most mobile advertisements employ celebrity models to enhance product recognition, whereas automobile advertisements favor foreign models to convey the message of being a global brand. Additionally, mobile advertisements deploy a storytelling discourse structure that facilitates communication and sharing of new information with consumers, aiming for a positive advertising effect. In contrast, automobile advertisements emphasize product names and features rather than various expression methods, thereby enhancing credibility through video storytelling strategies aimed at increasing advertising effectiveness.