한국과 남미의 TV 광고 디자인 표현 방법 비교 연구 -화장품과 의약품 광고를 중심으로-

초록

Recently, South America, which has high economic vitality, is attracting attention as a major economic partner of Korea. This study compares and organizes TV advertisement design expression methods in Korea and South America so that Korean companies can establish an optimized marketing communication expression method based on their understanding of local culture in South America. As a methods, the items to be analyzed for TV advertisements in Korea and South America are ‘cosmetics’ and ‘pharmaceuticals’, which are promising export items for entry strategy proposed by KOTRA. Focusing on Mexico, Colombia, and Chile, which are growing as mid-sized economies in South America, a total of 50 advertisements based on sales rankings by country from 2015 to 2021 were used as collection media on ‘Brand homepage, YouTube, and TV CF sites’. The collected TV commercials were analyzed using a frame consisting of ‘model (4 elements), theme and meaning (10 elements), and expression method (7 elements)’. Conclusion, South American consumers were more likely to connect with themselves and increase their purchasing intention when an ordinary person, who is less distant from them than a famous celebrity, appeared as a TV commercial model. Therefore, most of the TV commercials in South America used a large number of general public models and structured the TV commercials so that they could sympathize with the storytelling they directed rather than the product itself. It was found that message delivery is a very important factor in South America TV advertisements rather than product information delivery. It is hoped that this study will help Korean companies preparing for activities in the global market to establish effective advertising strategies in South America.

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