대한항공 광고전략 분석및 제안(영문레포트)

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대한항공 광고전략 분석및 제안(영문레포트)에 대한 보고서 자료입니다.

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- Behavior perspective
The distinctive characteristic of these 5 ads is their using classical conditioning theory. Here, the conditioned stimulus is definitely Korean Air. And the unconditioned stimulus is the wonderful travelling experience in Japan. They just are aired though a period of time. All the repetitions show that travelling to Japan are the 1st choice in your traveling life, and then, it comes to the classic slogan: “the excellence in fight, Korean Air.” Most of us, we believe, just unconsciously get this information into your brain. As a result, when people think of Korean Air or travel, that may stimulate people`s minds.
- Automatic perspective
If we analyze this campaign through the motivation perspective, we can say that traveling relates to preference; your lifestyle, your own experience and something like that. In this campaign, we can clearly see it tries hard to succeed in stimulating people. Of course, under the rational perspective, we want to travel because we need to have a rest from our daily heavy jobs. However, travels matter because how we travel is important. It simply relates to our life style, past experience and so on. Furthermore, it also can leads people automatically to connecting the life style with Korean air as if we choose the Korean Air to go to Japan to fulfill life preference.
◈ Assessment and Strengths & Weaknesses
Our assessment on the advertisement campaign is that Korean Airlines has effectively approached to consumers mind due to the points that we discussed above. However, we have found that there not only exist strengths but also some drawbacks in this type of advertisement campaign.
▶ Strength

키워드

대한항공,   광고전략,   분석,   제안