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Summary

The advertising is the situation of imagination. The actors or actress are not using products which they are promoting. The advertising consume only an image of star which are fit in the image of product even that is not true people do not care. However, lately the 'reality' is the key point of success of commercials.

'Real Syndrome' comes from the TV shows

The fashion of real commercials is related with the fashion of real varieties in TV. Starting from a 'Not limited challenge' from MBC, there are many different types of TV shows like 'We've got married' or 'Seo in young's KAIST'. The televiewers get excited over watching the realty like seeing private life of stars. This makes the booming of reality in commercial area. For example, in 'Jang dong Gun's SK telecom commercial, he is talking about his situation and even call his real friend's name. To see this kind of natural sides of star is the fresh enjoyment to customers. Another TV promotion is the beer 'hite'. The Korean singer 'BOA' and 'cul-two' took their shooting without any continuity or basic script.

'Real commercial’, 'real reaction'

This type of commercials is effective to catch the viewer's eyes when people feel like the stars are talk to them. The star's plain sides can make the ability of communication strong. More and more, the commercials which show the star's non-pretended image and their real story stimulate the sympathies of the consumers. The 'Sincerity Marketing' is expected to be expanded with the variety of commercial skills and more familiar stories.

Opinion

I think this type of ‘real marketing’ can be very successful to appeal to consumers because people like to see star’s private life without any processing. This is segmented to the customers who want to feel more familiarities with stars. People want to find the connections and something in common with stars and then they would like to feel intimacy with them.

Nevertheless of all these strong points of this ‘real commercial’, it can be exposed to danger like faking reality. I’ve seen some articles that say how many time and money the producers spend making ‘show’ which seems like more real than real. Even if it is hard to notice whether they are processed or not, people will know after seeing some outputs. ‘Sincerity Marketing’ can be meaningful only they are real ‘true’.


Student ID # 20500018 - Entry # 5