| Abstract |
| The subject of this study is how to make theoretical background of brand identity strategy and strategy method wished to know effective brand identity strategy through visual communication constituent element of newspaper advertisement content analysis among components of brand identity.
The results of the study summarizes like this:
First, characteristics by type of brand identity that appear in newspaper advertisement is recognizing brand identity by product high in advertisement that consumers display contents introduction or characteristic of product itself and brand identity as symbol appeared very low. Also, constituent of brand identity as organization and culture appeared as is not high on the whole.
Second, that visual communication constituent elements of advertisement is expressed by some difference according to type of brand identity among newspaper advertisement visual communication constituent elements, slogan forms, appear much in identity as culture. As symbol, appeared low in brand identity, brand identity as product, brand identity as personality. Appeared as elements that appear in newspaper advertisement visual communication constituent elements of character are not high on the whole.
Logotype is appearing mostly high in type of all brand identities and symbol appeared low. and appeared high in brand identity as system, culture, but appeared a little low in remainder type.
Celebrity model is appearing much in newspaper advertisement in expressed advertisement model by brand identity type. and endorser model does endorser of field connected with product or service of advertisement.
Appeared mostly low by method that give authoritativeness of advertisement. also, general people model appeared too mostly low.
Finally, the results of this study will provide the direction of brand strategy method wished to know effective brand identity strategy by v isual communication constituent elements of newspaper advertisement content analysis among components of brand identity. |
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| Key Words |
| 브랜드 아이덴티티, 신문광고, 시각 커뮤니케이션의 구성요소, Brand Identity, Newspaper Advertisement, Visual Communication Constituent Elements |
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