| Abstract |
| In the `80s and `90s, Korea was located at the center of a rapid change and made a radical economic growth, and accordingly the way of thinking and lifestyle of people conspicuously changed. The purpose of this paper is to determine the social and cultural meaning of promotion goods and contemplate on the transition feature of design culture, by examining changes of Lotte Department Store promotion goods of the last 20 years, the `80s and `90s, that was a rapid change period of Korean economy and culture.
A department store is a place where consumption desire of people living in the modern society comes out. Department stores have tried to attract people by offering items that they prefer or have interests in as promotion goods. Promotion goods, as the `mirror of temporal needs` reflecting desire of people of the time, can be understood as a medium that shows desire and culture of that time, and in this context, this paper focused on department store promotion goods.
This study classified the consumer promotion goods type to `free gifts`, and the consumer contest promotion goods type and the open contest promotion goods type to `promotion goods`, and then examined newspapers and advertisements related to Lotte Department Store promotion goods of the `80s and `90s, with a method of the critical discourse analysis.
For the last 20 years, types of Lotte Department Store promotion goods have diversified more than ever before, and prices of the promotion goods also have varied from a 50-won gum to a 0.2-billion won apartment. Looking at the periodic flow of Lotte Department Store promotion goods, we can find the social and cultural meaning of the promotion goods as follows.
First, the department stores gave expensive items as promotion goods and stimulated the speculation psychology of consumers by having them captivated by expectation to make the `impossible dream` come true by a luck or fluke because their income cannot meet consumption desire.
Second, the promotion goods reflected the taste consumption culture of the time. In the late 90s, car and apartment were the important signs that tell the richness and social status of the owner. The cars and brand-apartment, which were given as promotion goods at the time, reflect such taste consumption culture.
Third is the significance as living goods for middle-class housewives. Department stores gave tableware, household appliances and daily necessities which are required for ideal home living of housewives. Such promotion goods let housewives imagine what a well-to-do living is.
Fourth, the promotion goods led new living culture by giving items related to coffee, travel and leisure. The coffee mug set and ceramic set for sugar and cream given as promotion goods mean the popularization of coffee culture. The appearance of coffee maker in 1998 and 1999 tells the popularization of bean coffee. Like this, department stores continuously led coffee-related culture. In addition, department stores periodically held overseas culture and goods exhibitions in the 80s and early 90s. Department stores led domestic and overseas travel culture by giving travel-related items such as beach bag and camping goods for domestic travel in the early and middle of 90s and overseas travel coupon and traveling carrier for overseas travel.
Fifth, the promotion goods reflected sports hot wave. Department stores started sports marketing by giving Park Chan-ho game ticket and World Cup game ticket and those attracted people`s attention.
Therefore Promotion goods, as the `mirror of temporal needs` reflecting desire of people of the time, can be understood as a medium that shows desire and culture of that time. |
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| Key Words |
| 80·90년대 디자인문화, 롯데백화점 사은품, 롯데백화점 경품, `80·`90 design culture, Lotte department store free gifts, Lotte department store promotion goods |
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