광고사진 표현유형에 따른 소비자 구매에 관한 연구 - <Elle>잡지 패션광고사진을 중심으로 -

Abstract

In contemporary society unconsciously or consciously through the clothing worn to express your unique personality and cultural ideals and individuals in society to which they belong. Culture is an important factor affecting consumer behavior in clothing, clothing is generally used as a non-verbal means to implement the culture of the country. Trend is presenting its society magazines, advertising, beginning in the media, but its impact is difficult to define a long off short. Consumers are willing to wear clothes that match the self-image and function of the magazine of the media to convey the mood and trends are quite large. Advertising photography in fashion magazines to clothing purchase is required recognition, information processing, purchasing process, the entire purchase process of consumers ranging from evaluation and purchasing process and induction. Consumers purchase products to meet their needs not be filled. Problem recognition, information search, let's examine the evaluation of alternatives, purchase, purchase decision-making process of the five stages of action around the impact of purchase on consumer purchasing desire expressed by the four types of fashion advertising pictures. Consumers are looking for fashion advertising pictures, feel the desire to buy, examine the outcome of the process of connecting to the act and its subsequent purchase, and evaluate how fashion advertising photography plays a big role in consumer purchasing power. This study research on the impact of advertising photography expression type consumer desire to purchase consumer sales promotion consumer information passed around and sell ‘Elle’ fashion magazine advertising photographs for guiding the promotion. Ultimately, the purpose of this study is to provide guidance about how to be most effective consumer purchasing desire to apply the expression of any type of advertising practitioners or advertising agency advertising pictures when the photographer is in charge of fashion advertising Photo production Advertising photography.