컬러마케팅에 있어서 한국인과 중국인의 검정에 대한 인식도 분석

• 영문명: An Analysis on Korean’s and Chinese’s Perception of Black in Color Marketing
• 발행기관: 한국무역연구원
• 저자명: 이우채(Woo-Chae Lee)
• 간행물 정보: 『무역연구』제14권 제6호, 393~414쪽, 전체 22쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2018.12.30

영문 초록

As manufacturing techniques of businesses became standardized, color has been the primary basis of consumers’ product selection. Colors send signals to the human body like a wave, inducing it to feel comfort, warmth, coldness, or appetite. Of the five senses, it is the sense of sight that significantly (87%) affects the perception and purchase decision of products, and color takes 60% among the sense of sight. This paper This paper has shown a comparative analysis on how the Chinese’s favored color, black, has a meaning on Korea and China. A total of 462 men and women participated in the questionnaire (20 to 35 years, 247 Chinese, 115 Male, 132 Female, 215 Koreans, 102 Male, 113 Female). The questionnaire is about the various feelings of Chinese and Koreans about the black color. These include power, magic, conservative, introverted, end, decomposition, grief, hate, violence, power, magic, elegant, conservative, introverted, end, decomposition, grief, hate, violence, secret, honest, simple, individuality, luxurious, selfishness, Satan, resistance, opposite, unhappiness, masculine, technology, gentle, hardness, heavy, instability, unlawfulness, danger, hardship, lie. This research will help Korean businesses in the Chinese market how to develop color marketing strategies when packaging or advertising their products.

목차

Ⅰ. 서론

Ⅱ. 검정의 일반적 의미와 연상

Ⅲ. 한국인과 중국인의 검정에 대한 언어적 의미와 표현방법

Ⅳ. 한국인과 중국인의 검정에 대한 이미지분석 결과

Ⅴ. 결론

키워드

Color Black Heavy International Advertising Luxurious Nonverbal Communication Satan Yin and Yang