Liz Da Wiz

     Every summer, I go back to Korea to spend time with my family. And when  go back to Korea, I usually buy my clothes at online shopping mall. The online shopping mall industry in Korea is getting bigger and bigger dramatically. And sometimes when I shop online, clothes that I ordered doesn’t fit me well becase I am shorter than average Korean women height. And this summer, I found out that there are several online shopping mall only for short people like me. At first, I thought that those shopping malls wouldn’t make much money, but actually most of them made more money than normal online shopping malls. It was because they were using the advantages of niche market well. Those online shopping malls for short people sold clothes with higher prices but people were still buying their clothes because it fitted them well. Some of them even had their unique designs of clothes which make short people look taller. They knew how to satisfy  minor people’s needs and wants.

   In February 2009, there was a series of advertisements which was very popular in Korea. It was the series of documental advertisements about one family. The first episode was about the pregnancy of a baby, the second one was about birth of a baby and the last one was about the baby’s first birthday. They were advertisements of  water purifires of a  company named Woongjin Coway. In the first episode, the advertisement emphasized that it only takes 5 minutes for the water that the mother drank goes to the baby during the pregnancy. The second one said that when the babies are born, 80% of their bodies are consisted of water. And the last one showed that how much the baby who drank the water from Woongjin Coway’s water purifier grew so well. All three episodes put emphasis on the effects of Woongjin Coway’s water on  new born babies.

   It seemed like everyone in Korea loved the advertisement because it was documental. They were about the real family and it was a real story, so it was  more influential an engaging  than any other normal advertisements. I think it was a great idea to make the advertisements with a real strory, but I didn’t really like the advertisements because it was using guilt appeal to every mother. The advertisements moved peoples’ (mostly mothers’) minds very well, but as much as they moved people’s minds, they also made them feel guilty about not using their products. I think Woongjin Coway made very smart choices on making their advertisements, but I think it would have been better if they did not use the guilt appeal.