Analysis of Process of Change by Era of Comparative Advertisement in Korea

Abstract

The creative concept of ads is changing constantly as society develops. In Korea, only comparison ads are possible to publish on media, not comparative ads. However, this still does not clarify the specific regulations which the state has buried in confusion. The purpose of this study is to provide a methodology of the preferred comparative ads from the consumer point of view. With the presentation is a strategy for understanding the current state of regulation of comparison advertising to meet the desired comparative advertising through the case of comparative advertising that appears in South Korea. The study method is the analysis of the main structure and content of comparison advertising review guidelines by era through the domestic case study of the first comparison advertisements before 1990, and running the regulation guide line for comparison advertisement since 2001. Currently, comparative advertising of domestic regulations have been relaxed as society develops. Companies must show the creative concept of comparison and comparative advertisements to provide accurate information about their products to the consumer before discussing the issue of the regulations.