지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
This paper deals with the important roles of the 1990s’ print advertising in housing market of Korea, represented by Seoul and the Metropolitan area. The print advertising is originally to promote sales of apartment and to improve market conditions by inducing price deregulation. Soon their roles are extended to invoke the emergence of brand apartments in 2000’s. By analysing advertisements produced in competitive manners among sellers-construction corporations in 1990s’, it is to understand the merchandising process of apartments and their commercialization in detail. Using analysing methods provided by pre-research, the characteristics of apartment sales ads in 1990s’ Seoul and Metropolitan area are as follows;
First, the 1990s’ print advertising mainly focused on daily life environment in the apartment complex, emphasizing abundant supporting facilities, benefits from neighborhood, and special enjoyment of surrounding nature. This leaded preference of large scale apartment complex, which had various supporting facilities and convenient location. In conclusion, the daily benefits from housing location were marked as distinctive selling strategy among competitive sellers. Since mid-1990s, there had been big shift in contents of print advertisement such as construction corporate images, physical locations of the housing, and emphasizing distinctive unit plan of apartment.
Secondly, there was rare descriptions enhancing cooperate business image or appearance of apartment brand in 1990s. This refers majority of current apartment brands didn’t exist then, however the specific written advertisement to improve corporate value has drastically increased in the print advertisement. There was also advert increase of image advertisement picturing human model along with either apartment perspective or bird’ s eye view. These two tendencies relate to the 2000s’ brand apartments. In conclusion, the preparation phase of brand apartment actually began on the 1990s, and it has been prosperous after the year 1996.
Thirdly, main issues of print advertising in 1990s are the relationship of daily life environment with neighborhood life-zone and the convenient accessibility to near-by cities. It is interesting to see the educational environment was mentioned relatively less significant. As apartment complex were spread to metropolitan suburb area, the convenience of commuting distance was more preferred to the educational environment of children. For the nuclear families having workplace in downtown city, it was more important to settle down their living by purchasing apartment which could offer everyday convenience and abundant enjoyment.
Last, the differentiate strategy of apartment unit plan wasn’t main stream in the 1990s’ apartments. Referring the trends of 1990s’ apartment print advertising, the richness of location and residental environment was highly valued than the differentiation of exclusive space. But in 1999, followed by enforcement of price deregulation, emphasis on differentiation of dwelling unit stood out. It indicated the deluge of branding apartment since the 2000s in advance.
First, the 1990s’ print advertising mainly focused on daily life environment in the apartment complex, emphasizing abundant supporting facilities, benefits from neighborhood, and special enjoyment of surrounding nature. This leaded preference of large scale apartment complex, which had various supporting facilities and convenient location. In conclusion, the daily benefits from housing location were marked as distinctive selling strategy among competitive sellers. Since mid-1990s, there had been big shift in contents of print advertisement such as construction corporate images, physical locations of the housing, and emphasizing distinctive unit plan of apartment.
Secondly, there was rare descriptions enhancing cooperate business image or appearance of apartment brand in 1990s. This refers majority of current apartment brands didn’t exist then, however the specific written advertisement to improve corporate value has drastically increased in the print advertisement. There was also advert increase of image advertisement picturing human model along with either apartment perspective or bird’ s eye view. These two tendencies relate to the 2000s’ brand apartments. In conclusion, the preparation phase of brand apartment actually began on the 1990s, and it has been prosperous after the year 1996.
Thirdly, main issues of print advertising in 1990s are the relationship of daily life environment with neighborhood life-zone and the convenient accessibility to near-by cities. It is interesting to see the educational environment was mentioned relatively less significant. As apartment complex were spread to metropolitan suburb area, the convenience of commuting distance was more preferred to the educational environment of children. For the nuclear families having workplace in downtown city, it was more important to settle down their living by purchasing apartment which could offer everyday convenience and abundant enjoyment.
Last, the differentiate strategy of apartment unit plan wasn’t main stream in the 1990s’ apartments. Referring the trends of 1990s’ apartment print advertising, the richness of location and residental environment was highly valued than the differentiation of exclusive space. But in 1999, followed by enforcement of price deregulation, emphasis on differentiation of dwelling unit stood out. It indicated the deluge of branding apartment since the 2000s in advance.
목차
Ⅰ. 서론
Ⅱ. 예비연구를 통한 4가지 유형의 분석틀 설정과 해석 과정
Ⅲ. 인쇄광고물 분석에 의한 1990년대의 아파트 분양 특성
Ⅳ. 결론
참고문헌
ABSTRACT
참고문헌 (18)
참고문헌 신청
함께 읽어보면 좋을 논문
논문 유사도에 따라 DBpia 가 추천하는 논문입니다. 함께 보면 좋을 연관 논문을 확인해보세요!
-
서울10대 브랜드가 아파트가격에 미치는 영향에 관한 연구
도시행정학보
2009 .12
-
아파트 분양계약률에 영향을 미치는 특성요인들에 관한 분석 : 평면타입별 주택특성을 중심으로
주거환경
2018 .12
-
아파트 구매결정요인의 유사성 및 선호도 분석
주거환경
2006 .12
-
아파트 브랜드가 구매결정에 미치는 영향 분석 : 개인의 사회경제적 특성을 중심으로
도시행정학보
2011 .09
-
아파트 주거 확산 요인에 관한 연구
국토연구
2003 .06
-
신문기사 내용분석을 통한 아파트 주거 갈등양상특성변화에 관한 고찰
주거환경
2020 .09
-
아파트 분양광고와 소비자 주권
입법과 정책
2016 .01
-
서울시 동시분양아파트 청약경쟁률 결정요인에 관한 실증연구
도시행정학보
2002 .12
-
분양아파트의 초기계약률 결정요인에 관한 연구
도시행정학보
2011 .03
-
브랜드가 아파트 가격형성에 미치는 영향분석 : 수도권 택지개발지구를 중심으로
도시행정학보
2008 .04
-
판상형 아파트와 탑상형 아파트의 도시가스 소비 특성에 관한 비교 연구
주거환경
2009 .12
-
대구의 기성시가지 재개발방식이 아파트 분양가격에 미치는 효과
한국지역개발학회지
2008 .03
-
共同住宅의 管理規約에 관한 법적 고찰
법학논집
2001 .01
-
Shaping and demand management for apartment
동북아시아문화학회 국제학술대회 발표자료집
2008 .04
-
브랜드 아파트의 구매의도 결정요인
주거환경
2014 .12
-
아파트 분양을 위한 마케팅 커뮤니케이션 활동에 대한 AHP 분석
주거환경
2017 .09
-
주택하부시장 특성을 고려한 분양프리미엄 결정요인에 관한 연구 - 부산광역시를 중심으로 -
부동산분석
2019 .04
-
아파트 분양권의 전매 거래빈도에 관한 연구
주거환경
2017 .09
-
우리나라 초기 아파트 공급의 성격 : 1960년대 아파트와 단독주택의 공급가격 비교
주택도시연구
2017 .08
-
지역별 아파트 분양권 실태 및 특성 연구
지적과 국토정보
2018 .01
이 논문의 저자 정보
이 논문과 함께 이용한 논문
제품관여도와 광고모델에 따른 비교광고 효과 연구
유미원
,
박범순
광고연구
2015
.03
아파트 브랜드 광고 메시지의 크리에이티브 표현에 관한 연구 : 1990∼2000년대 텔레비전 광고를 중심으로
조재영
,
강석범
한국광고홍보학보
2010
.07
계면활성제 미생물반응기의(혼합 VOCs) 생분해 Ⅱ : 미생물의 군집해석
장현섭
,
신승규
,
송지현
외 1명
대한토목학회논문집 B
2006
.11
TV광고를 통해 본 한국 아파트의 문화적 의미 : 래미안, 자이, 롯데캐슬 광고를 중심으로
서민경
,
오창섭
Archives of Design Research
2009
.05
1990년대와 2000년대 아파트 TV광고 사례 비교분석을 통한 표현연구
천민정
한국디자인학회 국제학술대회 논문집
2007
.10
최근 본 자료
댓글(0)
0
UCI(KEPA) : I410-ECN-0101-2013-911-000879651