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Vol.44, No.0, 153 ~ 169, 2014
Title
Metaphorical transfer strategy of pop art for the success of the cultural marketing - On the basis of Swatch & Louis Vuitton -
남정숙 Nam Jeong Suk
Abstract
Since consumers are seeking rather symbolic value than functional needs, the interest and recognition in cultural marketing using art for developing products is growing. Recently, Culduct is spotlighted as a creative and differentiated business strategy in which pop art was applied for fusion products with luxury items. However, the theory for strategic tool or analysis of effects was not yet investigated. The study on the transfer of metaphor and metaphor is not well known(Shelby D. Hunt, Anil Menon, 1995) or overlooked (Rentschler et al. 2012), while metaphor and storytelling in business increasingly emphasized, bound consumers as a creative and differentiated strategy (Rentschler et al, 2012; Hunt, Menon, 1995), and has been widely used (Aaker, 1997; Rentschler et al, 2012). In this paper, a convergence method between business and art will be presented by metaphor analysis from an artistic point of view. Representatively, the successful strategy tools of Swatch & Louis Vuitton will be presented by analyzing the metaphor and metaphor transmission strategy of pop arts.
Key Words
문화마케팅, 컬덕트, 팝아트 은유, Cultural Marketing, Culduct, PopArt Metaphor
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