| Abstract |
| The popularity in Korea, which collectively Korea pop music, K-Pop craze in the recent wave has emerged as the protagonist. The young people are driving the current frenzy of K-Pop as a springboard for more in order to secure a solid fan base beyond the dance music of various genres of music and culture should be developed that combine the content.
The purpose of this study Korea K-Pop star First, K-Pop SWTO ad appeared in advertising with marketing analysis examines the cultural values, compare, Second K-Pop singers, whether they are classified as any advertising target were investigated Thirdly, the future of K-Pop singer more aggressive global exchanges and content development by forming a relationship will want to expand. In addition, on the basis of these studies as a model for K-Pop singer gestures on a strategy for enhancing the strategic aims to provide basic data.
Appeared in TV CM, research on cultural values, utilitarian value vs symbolic value as a more practical value difference was stunning. With the pragmatism of real-world effects of the parameter values and the symbol will be expressed through the symbolic value. Western values vs Oriental eastern, is superior to Western values was higher. horizontal value vs vertical value is a much higher horizontal value level.
In addition, K-Pop singers were respectively the advertising electronics, food, cosmetics, gas, clothing, etc. |
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| Key Words |
| TV 광고, K-Pop, 문화적 가치, TV CM, Cultural Value |
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