[광고심리] 삼성 센스 vs LG 엑스노트 X-note 분석(영문)

[광고심리] 삼성 센스 vs LG 엑스노트 X-note 분석(영문)-10

[광고심리] 삼성 센스 vs LG 엑스노트 X-note 분석(영문)-11

[광고심리] 삼성 센스 vs LG 엑스노트 X-note 분석(영문)-12

[광고심리] 삼성 센스 vs LG 엑스노트 X-note 분석(영문)-13

[광고심리] 삼성 센스 vs LG 엑스노트 X-note 분석(영문)-14

[광고심리] 삼성 센스 vs LG 엑스노트 X-note 분석(영문)-15

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레포트 > 경제경영계열
2009.11.09
15페이지 / hwp
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[광고심리] 삼성 센스 vs LG 엑스노트 X-note 분석(영문)에 대한 자료입니다.

Introduction
Body
1. Analysis of SENS
1) The message of SENS through advertisements under 'It SENS' slogan.
2) Analysis of SENS 'Enjoy it perfectly, It SENS' TV commercial which started to be aired on May 9, 2009
(1) Analysis of Creative strategy
① Concept of Advertising
② Copy
③ Endorser : Im Sujung
④ Music and Visual factors
(2) Analysis of Message
2. Analysis of X-note
1) The message of X-note through advertisements since using Sin Mina as a endorser.
2) Analysis of Chic by X-note TV commercial which started to be aired on February 20, 2009
(1) Analysis of Creative strategy
① Concept of Advertising
② Copy : Too delicate as a man, but too handsome as a woman. chic by X-note
③ Endorser : Sin Mina
④ Music and Visual factors
(2) Analysis of Message
3. The comparison of SENS and X-note
1) Music
2) Endorser
3) Functions of attitude
4)Slogan
5)Sensory Factors
6) Mood
7) Copy
8) Consumer Decision Maker
Conclusion

본문내용

The reason that consumers buy laptop computers is varying too. Color, design, weight, and size are also important factors for laptop computers as well as technological function.「2006년 노트북 소비자 동향 분석」, 노트유저, 2006-12-27. (http://noteuser.com/)
In addition to this, as interest of women toward electronic products is more increasing, advertising messages and creative strategy are also converting to appel to women consumers. 고은경, 「CJ몰, 디지털제품 여성구매 증가」, 파이낸셜뉴스, 2008-03-19.
(http://www.fnnews.com/view?ra=Sent1001m_View&corp=fnnews&arcid=00000921261493&cDateYear=2008&cDateMonth=03&cDateDay=19)

In this circumstance, X-note changed brand endorsers from Rain to Sin mina-including Hyun Bin and Ryu Seungbum- in July 2008. This is because X-note wanted to appeal to consumers as a stylish laptop computer by using endorsers who are famous for their stylish fashion sense. They emphasized powerful technological ability of X-note with Rains' image. However, there was a limit to this strategy to be distinguished from SENS which also emphasized its technological ability. X-note has executed advertisements which focus on X-note's stylish image through endorsers in addition to Sin mina who today's youngsters' 'wannabe'.

While, SENS has used Im Sujung since 2004 as an endorser. She became a model of Sense thanks to the big-hit soap opera 'I am Sorry, I love you'. SENS has made a schema in consumers mind that 'Im Sujung = Sens ' by employing Im Sujung as the endorser perpetually for a long time. SENS has used slogans which can explain effectively SENS's hallmarks. They adopted 'Digital nomad' as the slogan to lay stress on its mobility and portability since 2003, and have tried to deliver a message that SENS is the laptop computer everyone wants to have by using 'it SENS' since 2007 so far.

Let's find how they express the different messages they want to transfer to the consumers through the TV commercials they execute now in this tight competitive situation, when X-note attempts to push aside SENS otherwise SENS makes an effort to keep it's position as the winner in domestic laptop computer market. -For the reference, the sentences which are bold and with a line under them are the parts adapted to related theories, and following two topics are entirely based on our thoughts.

Body

1. Analysis of SENS

1) The message of SENS through advertisements under 'It SENS' slogan.
SENS have used concepts of 'Perfection' and 'It SENS' in all advertisements under 'It SENS' slogan. It has tried to deliver the message that "SENS is the perfect laptop computer" by presenting perfect functions of SENS which can fulfill consumer's needs and values perfectly in each advertisements. Thus, the message it wants to present under 'It SENS' slogan is :

The laptop computer which has everything, Perfect laptop computer SENS ! This result is based on our analysis of creative strategies of SENS advertisements. The messages of all advertisements which are dealt in this report are entirely our thoughts like we mentioned above. Therefore, the actual messages could different from those in this report.

SENS has stressed technological functions of laptop computers on the advertisements because they think that laptop computers are included in 'high-involvement/thiking products',then consumers are Rational Decision Makers for laptop computers. Also we can think that it emphasizes Utilitarian Functions

For the reference, Samsung have tried to make consumers perceive that Sam

#the #of #to #and #is #SENS #Xnote #in #as #it

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