| Abstract |
| The extent to which our society has recently shown its high interest towards physical appearance and its excessive pursuit of aesthetics has been significant enough to give birth to the neologisms of `lookism` and `cosmetic republic`, implying the considerable level of seriousness of the inclination of the society towards lookism.
As also shown in the yearly increases in the number oforeigners visiting Korea for cosmetic purposes, to the extent to create cosmetic tour packages, Korea`s technical standard in cosmetic surgery remains at a very high level. Accordingly, many cosmetic surgery centers have been engaged in intense competitions, with the 2003`s relaxation of then-strict medical advertising rules further extending such competitions to the area of marketing and advertising.
In the present study, we classified the advertising of cosmetic surgery center into 5 types and brought them into analysis and survey. The target of the survey included women aged between 20s and 40s, who are primary customers of cosmetic surgery, at the cosmetic surgery centers located in Gangnam region where cosmetic surgery centers are concentrated.
The results of the survey showed that credibility had the greatest impact on the professionalism type of advertising; persuasion on the before and after type of advertising; and empathy on the emotional appeal type of advertising. It was shown that empathy had the greatest impact for the typographic type of advertising as well, but to the similar level of impact that persuasion had on the type. Familiarity was the greatest factor of the celebrity endorsement type of advertising. In terms of willingness to purchase, the before and after type of advertising turned out to be the highest, followed by the professionalism type, celebrity endorsement type, typographic type, and emotional appeal type in order from highest to lowest, with an implication that logically appealing types of advertising have greater influence on the final willingness to purchase than emotionally appealing types.
We expect the present study to identify the different advertising effects of each type of the advertising of cosmetic surgery centers, and seek for the future path as well as propose improvement plans for cosmetic surgery centers to establish strategies for their marketing and advertising, and outdoor advertisements in particular, thus generating positive influence for more effective outdoor advertising designs for cosmetic surgery centers. |
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| Key Words |
| 미용성형병원, 성형외과 광고, 미용성형 소비자태도, Cosmetic surgery center, plastic surgery advertising, consumer behavior of Cosmetic surgery |
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