광고메시지의 변화와 소비자 인식에 대한 연구

In the flood of advertising, consumers can remember a few of ads. among the millions ofadvertising. Recent trends in advertising, it expresses individuality and personality. The majorchange is that the advertising seems to tell the consumer to interact with one of thecommunication. Economic crisis, competition is more fierce in the brand choice of consumers. Strategies to capture the consumer's eye is one of the sensibility. Approach means that thesensitivity of the consumer, consumers need to do is capture the more sensitivity of flow. Accessto the above-mentioned background, emotional advertising appeals arouse consumer desire topurchase and incorporate the synergies seem to be considered. In this study, changes of the last 10 years of newspaper advertising appeals based on how thesurvey was to investigate the status of advertising copy. Through the survey examined consumerpreferences. Annual analysis of the advertising copy has the highest percentage of comparativeadvertising was published. The following testimony and sensitivity was followed by threats andhumor advertising copy in the order of low-type, respectively. Survey of the emotionaladvertising copy and humanism were recorded high levels of advertising. Negative purchaseoccurred at the threat model advertising copies.