| Abstract |
| For cross-cultural comparative studies of SNS advertising coming into the spotlight recently, this paper comparatively analyzes a variety of SNS advertising information elements and message strategies of global cosmetics brand. This study applies Taylor`s six-segment message strategy wheel and Laskey et al.`s creative strategy model as a theoretical framework for analyzing the SNS advertising image strategies of cosmetic brand innisfree and Laneige, 1210 ads were analyzed. The strategy of transmission view and ritual view is similarly used in Facebook advertising of South Korea, meanwhile the strategy of transmission view is more dominantly used than that of ritual view in Sina Weibo advertising of China. In terms of using specific message strategy, as social strategy shows a higher proportion of the ritual view than ego strategy both in South Korea and China, the collective tendency of East Asia can be identified. In terms of using assistive strategy, the two brands show difference in strategy depending on entry timing. In Sina Weibo of China, the brand Innisfree develops strategy to enhance brand awareness; meanwhile the brand Laneige develops strategy to increase brand familiarity. Therefore, the research herein interprets reasons of the results deriving from cultural factors and strategic difference between South Korean and Chinese markets, and based on this, it also offers practical implications required to establish global SNS advertising strategy. |
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| Key Words |
| 메시지 전략, 크리에이티브 전략, SNS 광고, Message Stratege, Creative Stratege, SNS Advertising |
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