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> 한국디자인트렌드학회 > 한국디자인포럼 > 3권 0호

광고효과를 넓혀주는 Dabid Ogilvy 의 Brand Image에 관한 연구

A Study on David Ogilvy s Brand Image Enlarging Effectiveness of Advertising

최귀영(Gui Young Choi)

- 발행기관 : 한국디자인트렌드학회

- 발행년도 : 1998

- 간행물 : 한국디자인포럼, 3권 0호

- 페이지 : pp.129-140 ( 총 12 페이지 )


학술발표대회집, 워크숍 자료집 중 1,2 페이지 논문은 ‘요약’만 제공되는 경우가 있으니,

구매 전에 간행물명, 페이지 수 확인 부탁 드립니다.

5,200
논문제목
초록(외국어)
It was David Ogilvy who was the first deviser of brand image. TIME once spoke highly of him referring to him as a magician in the advertising arena, and AD AGE put a high value on him as a king of creativity. What reasons did he have for his reputation? The reason for his fame was that he was the first contriver of brand image enhancing effectiveness of advertising. Ogilvy established Ogilvy, Benson & Mather Advertising Agency in 1949 and turned out numerous and various advertising, and became the author demonstrating that advertising enabled the United States of America to enjoy liberty and wealth. Here we can find the reason why advertising is represented to be the flower of capitalism. He, as a copywriter as well as the owner of an advertising agency and an advertising creative director enlarged effectiveness of advertising, to begin with, by the advertisement of Rolls-Royce, "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock". and by taking pleasure in the use of the technique called Story Appeal: visuals are to implicate some sort of story, and consumers read copies in order to grasp the meaning". To cite an example, there used to be the advertisement of Hathaway Shirt in which Ogilvy distinguished himself. The objects advertising aims at and persuades are consumers in the end. In other to be one of the first-rate countries in the world, before anything else, our own enterprises must be made to count among the first-class ones in the global village. First-rate enterprises and products are to appear on the world markets equipped with advertising strategies corresponding with their ranking. Ogilvy`s brand image is surnamed an advertising theory centering around consumers. At that time, brand image was `the New Continent of Advertising`. What a surprising fact it is that consumers can have the other reason to get a can of coke, not to speak of one reason to quench their thirsts! A marvelous contrivance of a tie-in sale of image along with a pack of cigarettes was made use of by Ogilvy, merely for which Ogilvy`s brand image is looked upon as being worth while to be investigated over a long period, not as a classic of advertising. In consequence, centering around Ogilvy`s brand image that has enlarged advertising effectiveness by means of an advertising theory which can equip designers with unique creativity in the field of visual design-mainly advertising design, the purpose of this study is to thoroughly analyze and investigate 1) Brand Positioning, 2) Brand Identity Program; Consistency and 3) Personalities for Brand Image.

논문정보
  • - 주제 : 예체능분야 > 미술
  • - 발행기관 : 한국디자인트렌드학회
  • - 간행물 : 한국디자인포럼, 3권 0호
  • - 발행년도 : 1998
  • - 페이지 : pp.129-140 ( 총 12 페이지 )
  • - UCI(KEPA) : I410-ECN-0102-2009-650-006511802
저널정보
  • - 주제 : 예체능분야 > 미술
  • - 성격 : 학술지
  • - 간기 : 계간
  • - 국내 등재 : KCI 등재
  • - 해외 등재 : -
  • - ISSN : 2233-9205
  • - 수록범위 : 1996–2020
  • - 수록 논문수 : 1946