Journal of the Korean Home Economics Association 2006;44(1):159-168.
FCB GRID 상품분류에 의한 패션잡지 광고 분석
Analysis of Fashion Magazine Advertising by FCB GRID
Byung-Sook Hong
Dept. of Clothing & Textiles, Chung-Ang Univ.
ABSTRACT
The purpose of this study was to analyse the types of expression of fashion magazine advertising using the Foote, Cone and Belding(FCB) GRID model. Consequently, this study examined the presentation of fashion magazine advertising. The fashion magazine advertising(771 cases in women's magazines, 120 cases in men's magazines) was classified according to the FCB GRID model. The fashion magazine advertising was categorized into high involvement-feeling goods(jewelry, accessories, bags, shoes, perfumes, men and women dresses, jeans, bathing suits etc.), low involvement-feeling goods(casual wears, imitation accessories etc.), high involvement-thinking goods(cosmetics, underwears, sports shoes etc.) and low involvement-thinking goods(hair goods, sports wears, undergarments etc.). A great of the fashion advertising consisted of photography and the emotional approach. Thinking goods placed emphasis on the functional value, whereas high involvement-feeling goods placed emphasis on the emotional value and low involvement-feeling goods on the fashionable value.
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