지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2013.12
- 수록면
- 412 - 415 (4page)
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초록· 키워드
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“Coffee Mix” was first invented in Korea in 1976 based on the Korean taste that became used to the instant coffee in the course of modernization and the technology of DONGSUH that succeeded in producing a powder type ‘coffee creamer’ themselves. After the enlightenment in Korea, there existed ‘dabang’ where a female employee makes coffee herself when a customer orders coffee. As instant coffee was recognized as a popular beverage, most families and companies started to prepare coffee for the entertainment of clients. The office women who went into the society at those days were constantly harassed by coffee errands and simple, miscellaneous works at the unequal position compared to that of men.
A researcher analyzed the contents of 39 Maxim coffee mix TV advertisements of DONGSUH under the hypothesis of close connection between coffee mix products that are simply drinkable at anytime and anywhere and office women. The main target of the advertisement is the office women in their 30’s. The way of expressing them on the advertisement was on the premise that the office women were at an illogical social situation. The advertisement has consistently delivering the value that “they can gain freedom and pleasure from this suppressed reality” by drinking coffee mix. But, Lately, Maxim advertisement has changed the flow in a direction that they could encourage illusion in the customers rather than suggesting an daily ideal images. This appears as a result which reflected not only the business situation which brewed coffee market is growing rapidly but also the identity alteration of a modern office women.
A researcher analyzed the contents of 39 Maxim coffee mix TV advertisements of DONGSUH under the hypothesis of close connection between coffee mix products that are simply drinkable at anytime and anywhere and office women. The main target of the advertisement is the office women in their 30’s. The way of expressing them on the advertisement was on the premise that the office women were at an illogical social situation. The advertisement has consistently delivering the value that “they can gain freedom and pleasure from this suppressed reality” by drinking coffee mix. But, Lately, Maxim advertisement has changed the flow in a direction that they could encourage illusion in the customers rather than suggesting an daily ideal images. This appears as a result which reflected not only the business situation which brewed coffee market is growing rapidly but also the identity alteration of a modern office women.
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