| Abstract |
| This article is a post study of the `Brand personality perceived by consumers through TV advertisements(S. Oh, H. Lee, 2009)`. The part that is used in this article from the previous study is `the brand personalities of 6 cell phones that are perceived by consumers`. The personalities are described as MBTI personality types.
the purpose of this research is to study how visual language, such as visual elements, typography, color, layout, tone and manner is reflected in the brand personalities.
To study this, I analyzed 6 advertisements that are already described with MBTI personalities to see how the visual elements are expressed. Based on FGI in three groups, I find that which element of the TV advertisement express the aspects of the brand personalities.
The result of the study is shown below. Visual element is used to describe Extroversion(E)-Introversion(I), Sensing(S)-iNtuition, Perception(P)-Judgement(J), Typography expresses E-I, S-N, Thinking(T)-Feeling(F), Color illustrates E-I, T-F. Layout described E-I, S-N, T-F, Tone & manner tells E-I, S-N, T-F. Also, it can be exhibited as 4 types of MBTI personalites that are Freedom persuing type(SP), Diligent type(SJ), Theorist type(NT), Idealist type(NF). |
|
|
| Key Words |
| 브랜드개성, TV광고의 시각 요소, MBTI, Brand personality, Visual elements of TV advertisement |
|
|
 |
|
Full Text