[광고심리] 비타500 분석(영문)

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레포트 > 사회계열
2011.08.05
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[광고심리] 비타500 분석(영문)에 대한 자료입니다.

목 차
Ⅰ. Research
Ⅱ. campaign assessment

1. Recognition

2. Attention - the endorser
3. Comprehension
4. Acceptance
Ⅲ. Suggestion

1. Direction of suggestion

2. Concept of new campaign

본문내용

3. Comprehension
Although Girls’ Generation‘s credibility is reduced because they are overexposed to consumers, the commercial is not boring. Repetition of a commercial helps consumers feel friendliness toward it. However, if it is too overly exposed over and over again, consumers become fed up with the commercial and their attitude toward the brand also becomes negative. Once the negative attitude is formed, it's also effect on brand attitude. In the case of Vita500, consumers’ attitude remains positive though the commercial has been exposed repeatedly. It is because each member of Girls’ Generation is shown alternately during the campaign period.
On the other hands, endorsers can have negative effect on the brand on the other hands. When consumers comprehend advertisings, they tend to organize them as figure and ground. In Vita500’s commercial, the product must be perceived as figure and the model, Girls’ Generation must be perceived as ground. But figure and ground are reversed in Vita500 Campaign. Girls’ Generation is perceived as figure rather than ground. Their message is also focused on

#is #Vita

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