| Abstract |
| Today`s advertisement is a code in its period of containing cultural phenomenon. Consumers greatly tend to expend brand symbol and image, not product, with prescribing own value through advertisement. As much as it, the importance of today`s image gets larger. This directly implies importance of image-differentiated strategy through advertisement.
Accordingly, this study analyzed the image differentiation in magazine advertising of women`s make-up cosmetics by using the classical conditioning persuasion model, which is the typical persuasion model in persuasion communication, and the identification persuasion model in defense mechanism. An analytical method was suggested a frame of analysis through the successful advertising cases in two model. 5 representative make-up brands `Bobbibrown,` `Annasui,` `Chanel,` `Shiseido,` and `Missha` were analyzed centering on the magazine advertisements, which have been recorded for the recent 4 years(2007~2010). |
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| Key Words |
| 고전적 조건화, 자아방어기제, 동일시, 이미지 차별화, 색조화장품, Classical Conditioning, Defense Mechanism, Identification |
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