소주 포장디자인의 광고효과와 표현내용에 관한 연구 - 소주 목상표를 중심으로 -

As Soju market enters into a stagnant period, manufacturers are attempting to gain competitiveness by differentiation strategies of products. There are trademarks on which QR codes are printed or which include storytelling with various kinds of illustration and, in some cases, material of a trademark is made with transparent material or a whole bottle is wrapped with a shrink label. This study is for neck trademarks to be attached in necks of Soju and examined how a neck trademark affects product images and to which expressing methods consumers express good feeling. As a result of the study, it was revealed that a neck trademark affected Soju designs positively. Second, the design with an advertisement copy showed the highest preference out of three expression methods out of three designs which are expressed with a model images, with product characteristics and with advertisement copy. This revealed that it is easy to deliver a meaning and to provide high-class images and unique. Third, men preferred the design with a model image and women showed the highest preference on the design with product characteristics in respect of applied designs for neck trademarks. Fourth, 20’s and 30’s showed the highest preference on the design with an advertisement copy out of three expression methods, 40’s showed the highest preference on the design with a model image, and 50’s showed the highest preference on the design with product characteristics.