The Power of Advertising

201821714 Kang Jiwon

N written in green and Naver, polar bear and Coca Cola. What do you think
about the relationship between these words? Did not the word in front of you
makes you think of a particular brand? Advertising is usually a strategy that
companies use to promote the products or services they sell. It is not limited to
simple images, but it uses many materials such as posters, colors, animals, etc.
Consumers are unconsciously exposed to a lot of publicity and are seeing
advertisements that will allow people to think of a particular brand in no time.
Advertising is becoming more important as consumers are exposed to numerous
quality and prices in the modern era. Advertising helps consumers to make smart
purchases, and companies to be competitive with their services. This not only just
to promotes a product, but changes the image of the brand itself. If you think
about it a little bit, we'll soon see many examples of how advertising affects brand
image. Here are some examples.

First, Apple's series often appears as an example of successful advertising.

Apple is the most distinctive example of a stylish design that differentiates itself
from a brand that sells other communications devices. What is more, there are
people who obsessed with Apple's design and purchase most of electronic devices
from Apple. Apple put a lot of black and white in their ads, giving them a modern
mood or bringing out people who smile and enjoying activities. And at the end,
you'll see a white, one-bited apple logo on black background. So we could know
this one-bited Apple means the company ‘Apple’. By promoting everything that
way we think something is modern just by looking at a one-bited apple. So, is the
apple itself modern? No, it is because when we exposed to frequent advertisements,
the image ‘modern’ comes to our mind just by watching their logo. Because we
know the company always launch cool electronics. And when they put active people
in advertisements, you feel as if you will be active and open by using them. As we
can see, company could make their images by using advertisements.

The second example is Korean Airline's advertisement. What is the image

that comes to your mind when you think of Korean Airline? Usually, various images
such as comfort, various routes of travel, and maybe the ‘Taegeuk’ mark will emerge.
Korean Air used featuring phrases in their advertisements such as 'Where in the
U.S. have you been?' and 'Where in Australia have you been?'. They showed up
their plane with a student who was traveling with a backpack. This provides the
image of a long-distance flight could be comfortable and it provides great flight
for young people on a free trip. It is also an advertisement that appeals that they
have various routes of flights around the world. These advertisements show
consumers the image of Korean Airline's kind service and various options. Perhaps
consumers who have seen this ad will find Korean Air first when they go to the
United States or Australia sometime. And if the consumer actually experience the
same services that they expected by watching advertisements, then the image will
be even stronger.

Lastly, WeMakePrices’s advertising will be great example. It shows that

advertisement can’t always be a good idea to create nice images. An advertisement
in social commerce called WMF is a case where advertising has tarnished the
brand's image. Another social commerce company, Coupang, which is WMF's rival,
ran an advertisement using a famous Korean actress. Soon, WMF parodied it and
ran an advertisement that said Coupang's ad was not realistic. They may have
targeted consumer’s empathy and sales growth, but consumer response was
extremely negative. It's an excessive parody, so they sued by ‘Coupang’. This
incident created an image of WMF as a ‘brand that advertised itself, but which was
an excessive parody’ to consumers. We could know advertising has a huge impact
on the brand's image, whether negative or positive.

In conclusion, advertising clearly affects the image of the brand. Usually

when brand use a celebrity with nice personality for advertising, the brand's image
looks clean, too. In addition, if advertisements use funny CM songs or buzzwords
it gives consumers an image of a trendy brand. A brand that uses too old-fashioned
advertising makes the brand look old, not just advertising. Advertising does not
only affect the brand's image, but it also creates a new image. These days, we use
Internets a lot and we could consume while walking on the street by using our
smartphones. Which means advertising becomes much more important. One
banner at the top of the app reminds consumers of the advertisement when they
consume it later. How about you? When you think of a brand and does a certain
image comes to mind? If there is an image of a brand even though you never use
their product or service, it is probably because of advertising, not just our
recognition. We always exposed to advertisements and it creates images by itself.