advertising as a competition way of price and quality has been raising. Among these, especially, Korea has been affected by ads because Korea faced economical crisis of IMF in 1998 causing a keen competition. Corporations are in agony that they hope to be superior to competitors via the advertisement and to inform how let them know their products to consumers in a friendly and impressively ways.
4. Milk market consumer's chracter
Milk is rational and low involvement market
Consumer prefer familiar brand
The main target in advertisement changed
between child and grown-up
5. Milk advertisement comparison selection
Seoul milk
-'The milk that maintain fresh of pasture'(210/500/1000ml)
-For best hygiene pasture management in korea, selected
Advertisement Analysis
To break preconception of the USA
Visa waiver program brought into action.
The story of the celebrities’ experience in the USA that could
Maximize audiences’ interest and inspiration.
They used the formation of ‘road trip’.
The main advertising copy is enough to rouse up
the expectation of USA trip
‘In the USA, where have you been so far?’
Culture is a system of elements comprising human behavior, the way of living and thinking, which unites people into groups by establishing their uniqueness.
Eg 2. Procter&Gamble found that its ads for Camay soap did not work in Japan because the ads featured men complimenting women on their appearance, the directness was not well received
Mistakes, concerned with efforts to translate the mess