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This study analyzed the key words in Korea's leading apartment brands and newspaper advertisements to examine especially their view-oriented advertising characteristics and green marketing properties. Four study topics were established and examined for this purpose. The following are the results; 1. The key words on apartment brands and catch phrases are emotion-oriented words, such as taste, pride, and happiness, and environment-oriented to appeal to customers with beautiful views of the nature. Also key words on newspaper advertisement headlines stress views for environment-oriented characteristics as well as emotion-oriented characteristics for elegance and luxury, and function-oriented characteristics for the future. Views, nature and park are key words and everything about illustration that are especially emphasized even on the headlines of newspaper advertisements. 2. Unlike brands or headlines, sub-headlines and body copies stress modern-oriented characteristics for life, culture, and accessibility, followed by emotion-oriented characteristics. Key words on caption were also highly modern-oriented, followed by environment-oriented and function-oriented characteristics for practical aspects. 3. In result of χ2-test, environment-oriented key words that convey good views, naturalism, parks, Corresponding author: Jae-Hyun Rho, Dept. of Landscape & Urban Design, Woosuk University, Samnye-eup Wanju- gun, Jeollabuk-do 565-701, Korea, Tel.: +82-63-290-1494, E-mail: orchid@woosuk.ac.kr