STUDY IDE(OLOGI) BRAND IN “SEOUL CITY” TVC TO SUPPORTING CREATIVE ECONOMY

Abstract

Making a brand successful, the brand can not only answer the needs of the consumer, but the brand must also be able to solve social problems that exist in society because in the current era, brands that are made only based on consumer segmentation have changed with an consumerthat moves with their idealism. One brand that applies this is "I Seoul U", this can be seen through its latest TVC, "Seoul City". Therefore this study examines how social issues are raised and applied in this TVC so that its role in resolving these problems can be the basis in every development. This study uses qualitative methods by obtaining data through literature and documentation studies. Then the data obtained were analyzed using brand ideology theory. This showsthat "Seoul City" not only made TVC respond to the needs of its target audience, but also tried to solve social problems, this TVC tried to unify traditional Korean culture that was packaged in a modern way and made use of technology. So that social problems such as local cultural tourism destinations can still develop in the modern era with digital information like today.