| Abstract |
| In modern society, corporations perform various kinds of activities for communication and convey their messages to consumers through their products and services making the most of multiple media and fragmented advertising strategies, and through domestic and foreign activities. Corporations use promotion and PR, CI and advertisements for communication, with which they intend to build up favorable images on themselves. The corporate image ad campaign started out of social responsibility and a sense of ethics. Products ads of corporations primarily aim at profit seeking, while corporate ads intend to establish and accumulate trust and favorable images in the long term,
which are considered as intangible assets. This study will analyze the current status of corporate image ads and examine semiological signification in a comparative and analytic way, mainly focusing on those of Samsung, LG, SK, who hold greater part of all image ads. As a consequence of the recent global economic recession, which affected even the messages of image ads, the appearance of ads that are attempting to inspire hopes for tomorrow despite economical difficulties, prevails like a phenomenon. Samsung`s ads were about self-reflection, promise and preparation for tomorrow, and SK carried positive and future-oriented messages for tomorrow`s happiness. LG, through its notable film series ads along with `I Love you, LG` song, expressed its will to transform the value of living into that of art. Samsung making its theme of image ads `expectation` about future, LG `love`, SK `happiness` of customers, it was not difficult to find out that through those themes they all attempted to convey the philosophy and the vision of each corporation, and their promise to customers and trust at the same time. As mentioned above, it was seen that companies are trying to persuade the public to develop an amicable attitude toward them through corporate image ad campaigns and that they are performing their roles as companies with social and ethical responsibility, too.
I hope this comparative study on signification analysis would be of help for designing new strategies of corporate image ads as a precedent case, and look forward to seeing further studies on corporate image ads examined from diverse point of views. |
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| Key Words |
| 기업이미지 광고, 특성, 비교분석, corporate image advertisements, characteristics, compartive analysis |
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