|
KMID : 0896220030230010269
|
|
Journal of Daegu Health College
2003 Volume.23 No. 1 p.269 ~ p.277
|
|
|
A study of Advertising Presentation and Product Symbolis
|
|
Cho Hag-Rae
|
|
|
Abstract
|
|
|
|
Consumers use symbolic meanings to present and communicate self-image while interacting with others, and use them as an evaluative criterion when inferring social class, personality, etc. It is commonly recognized that products may serve as symbols, and may therefore be evaluated, purchased, and consumed based on their symbolic characteristics. There is also a growing inclination among most consumers to put more importance on symbolic meaning that will reflect one’s personality or characteristics rather than on the product’s functional performance or commercial value.
|
|
|
KEYWORD
|
|
|
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|
|