Changes in Public Perceptions of Apartments:Television and Newspaper Advertisements, 1960–2010

Abstract

Korean housing culture began with the traditional hanok, which is related to the apartments of the present. Although apartment housing has only existed in Korea for about 50 years, it is a deeply important element of Korean society, closely tied to the country′s rapid growth in the modern era. Modern apartment culture was formed by a nexus of construction companies, consumers, and the relevant entities (i.e., government) that establish apartment-related policies. Accordingly, the apartment is a product that exists beyond the concept of mere space. From the standpoint of suppliers, it is important to quickly grasp what consumers want. Construction companies utilize advertising media to promote their apartments to the target purchasers. As such, advertisements clearly reflect the circumstances and trends of their respective periods. This study analyzed apartment advertisements that appeared on television and in newspapers from 1960 to 2010 to investigate public perceptions of apartments. Changes in the characteristics of apartment advertisements were used as data to analyze apartment features recognized and emphasized by the public. The findings illuminate the social, cultural, and economic meanings of apartments and how they have changed over time.