Changes in Public Perceptions of Apartments: Television and Newspaper Advertisements,

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1 Changes in Public Perceptions of Apartments: Television and Newspaper Advertisements, EunKyung Shin 1, Sukho Hong 2 and Seiyong Kim* 3 1 Ph.D. Candidate, Department of Architecture, Korea University, Korea 2 Ph.D. Candidate, Department of Architecture, Korea University, Korea 3 Professor, Department of Architecture, Korea University, Korea Abstract Korean housing culture began with the traditional hanok, which is related to the apartments of the present. Although apartment housing has only existed in Korea for about 50 years, it is a deeply important element of Korean society, closely tied to the country's rapid growth in the modern era. Modern apartment culture was formed by a nexus of construction companies, consumers, and the relevant entities (i.e., government) that establish apartment-related policies. Accordingly, the apartment is a product that exists beyond the concept of mere space. From the standpoint of suppliers, it is important to quickly grasp what consumers want. Construction companies utilize advertising media to promote their apartments to the target purchasers. As such, advertisements clearly reflect the circumstances and trends of their respective periods. This study analyzed apartment advertisements that appeared on television and in newspapers from 1960 to 2010 to investigate public perceptions of apartments. Changes in the characteristics of apartment advertisements were used as data to analyze apartment features recognized and emphasized by the public. The findings illuminate the social, cultural, and economic meanings of apartments and how they have changed over time. Keywords: apartment trends; Korean residential culture; sociocultural analysis; apartment advertisements 1. Introduction 1.1 Background and Purpose of the Research Korean housing is divided into two types: the traditional representative hanok (tiled - and thatched - roof houses) and apartments, which appeared during the modern era. The apartments that first emerged as new housing types in the 1960s became a typical Korean housing style over a relatively brief period of about 50 years. Korean politics, economy, and society have changed significantly during the last 100 years, passing through the upheavals of modernization. Housing types have also changed dynamically over the course of Korea's history. Today, Koreans mostly live in apartments, which have only 50 years of history, in contrast with the hanok, which has existed for a long time. The prevalence of apartments in modern Korea has prompted some to call the country the "Republic of Apartments" (Gelézeau, 2007). *Contact Author: Seiyong Kim, Professor, Department of Architecture, #352, Building of Engineering, Korea University, Anam-dong, Sungbuk-gu, Seoul, , Korea Tel: Fax: kksy@korea.ac.kr ( Received April 7, 2015 ; accepted November 5, 2015 ) DOI The apartment is a type of housing that has significance as valuable property in Korea. A major issue most Koreans face is whether to buy a house, and real estate policy is very sensitive in terms of its political aspects. Apartments first emerged in Korea in ), and since then more than 58% of Koreans have lived in apartments (Korean Statistical Information Service, 2010). This phenomenon accelerated with the government's growth and its efforts to solve the housing shortages caused by an increased flow of people into the cities. As such, the Korean apartment is not only a housing style but also a product, although owning an apartment is not necessarily comparable to owning other kinds of product. In particular, the value of the apartment can differ depending on size, location, and other features. Owning an apartment can be a means for people to strongly express their pride. Accordingly, from the viewpoint of apartment suppliers, it is unavoidable for them to provide apartments that fit the popular requirements and changes of the times. Housing styles are closely related to people's everyday lives, and, as a result, new needs are created over time. Changes in apartments follow changes in the public's expectations, needs, and perceptions. This study analyzes the rapidly changing apartment trends of the last 50 years. The apartment has changed Journal of Asian Architecture and Building Engineering/January 2016/72 65

2 Korean housing culture; therefore, to examine housing culture it is necessary to first investigate how the image of the apartment has been formed and changed. Apartment advertisements in newspapers and on television are useful resources for considering changes in apartment information and consumer cognizance. Such resources are part of the popular mass media that form, reflect, and respond to changes in social, cultural, political, and economic values. Moreover, changes in such media over time reflect changes in the perception of residential apartment culture. In addition, apartmentrelated newspaper and TV advertisements can help explain changes in apartments over time according to changes in the housing construction market. Thus, such advertisements help to reveal the cultural and temporal values from which our societal processes have been developed. 1.2 Research Design, Data, and Methodology This research compares and analyzes changes in consumer perceptions of apartments through quantitative and qualitative analysis of newspaper and TV ads for apartments from 1960 to Apartments built during the Japanese occupation and by the US military government before the 1960s were excluded since they were shanties. This study determines changes in the perceptions of apartments from an objective and critical perspective for the purpose of academic discussion. Further, it aims to illuminate the social and cultural meanings of the apartment as the representative form of city residence and suggest improvements in the future planning of apartment buildings. This research utilized advertisements from the Korea Federation of Advertising Association, Korea Broadcast Advertising Corporation, and newspaper Dong-A to analyze apartment-related newspaper and TV ads in the Seoul metropolitan area; building materials ads and employment ads were excluded. Among the 3,808 newspaper ads collected, cm 37-cm ads were targeted. For TV terrestrial broadcasting ads, 250 TV ads from Munhwa Broadcasting Corporation, Korean Broadcasting System, and Seoul Broadcasting System commercials were selected. The collected advertisements were diachronically analyzed according to groups of 10-year periods. Repeated insertions or broadcasted ads containing the same content were selected just once. In addition, pure distribution ads and supplying ads without distinguishing advertising content or expression were excluded. This study proceeded in three stages. First of all, an evaluation index was drawn up by reviewing apartment-related theory and advanced research. Advice from advertisement experts also played some part in the first stage. In the second stage, a Frequency Analysis of 968 newspaper and TV ads using 33 indices was conducted to analyze the changing patterns of public cognizance toward the apartments. Lastly, factor analysis was used to check potential explanatory and influence capability. The research examined the changes in advertisements over time and public perceptions of apartments by focusing on the results of the frequency and factor analysis. 2. Theoretical Considerations and Literature Review 2.1 Theoretical Considerations Social Changes in Apartments Apartments in South Korea are either rented or purchased, and there is an emphasis on ownership. The English sense of the word apartment, as in a type of rental property, differs slightly from the Korean sense of the word, which is a bit closer to the English word condominium. The apartment is one of multiple types of housing. Each level consists of one or more independent families, and the entire building is comprised of five or more levels. Modern apartments were introduced in Korea in the 1960s when the government enacted its first and second 5-year economic development plans and public housing laws. During this time, there was a severe lack of housing due to the phenomenon of urban centralization and the increase in nuclear families. Modern apartments were introduced to address this shortage. During the 1970s, the construction of apartment buildings was accelerated by government initiatives with a focus on small and middle-sized urban areas. The number of apartments increased rapidly because of the moderation of floor-area ratios in accordance with the third 5-year economic development plan, the Housing Construction Promotion Act. In the 1980s, discussions arose about the effectiveness of small areas in light of the rapidly increasing population. Accordingly, the Housing Site Development Promotion Act was enacted to eliminate speculative investment in the real estate market. The government's two-million-unit construction project saw a rise in private contractors and the development of new residential towns; the construction of multiunit dwellings was promoted to enhance land-use rates. The development of new urban areas through private construction in the 1990s produced an oversupply of unsold properties, which in turn created a focus on marketing. The apartment was thus transformed into a consumer-oriented, rather than supplier-oriented, product, which called for creative differentiation among apartments. The early 2000s marked the beginning of differentiation and gentrification strategies in the residential market with an increase in brand-name apartments and reconstruction and redevelopment businesses Functions and Characteristics of Newspaper and TV Advertisements The influence of mass media is highly significant in the present information age. We are unconsciously affected by a flood of advertisements presenting vast amounts of information through various media. Newspaper and TV ads not only present complicated 66 JAABE vol.15 no.1 January 2016 EunKyung Shin

3 information about purchasing apartments but also shape and reflect consumer perceptions. Advertisements can be used to analyze perceptions and influence the target group by revealing the relationship between content frequency and consumer responses. In other words, the information conveyed in such ads can represent supplier-side characteristics and images of apartments. However, the actual meaning of this information involves communication that is composed of knowledge based on variables such as the motivation, recognition, learning, and attitude of apartment consumers; it is necessary to acknowledge that the information can reflect the perceptions of apartments at the given time. 2.2 Literature Review and Differentiation of Research How is the residential apartment building representative of a type of place in the Republic of Korea? In this area of research, Gelézeau (2007) and Jun (2008) are representative studies. Gelézeau (2007) examines the following political and economic features: government sales of price-controlled apartments, the apartment sales system, and the lack of rental housing, quantitative growth, close relations between government and large construction companies, and urban policy. Jun (2008) explores from a sociological perspective government policies, public awareness of apartments, reasons behind the sources of wealth, and status discrimination. The reviewed literature was organized into three categories: (1) research on the characteristics of newspaper and TV ads for apartments after the 1990s, (2) research related to buyer and renter satisfaction regarding the physical and nonphysical environments of apartments, and (3) research related to changes in apartments over time. Studies on current apartment ads have mostly focused on marketing strategies, changes of company brands, and research related to apartment residents. Research on consumer satisfaction is mostly restricted to the interior and exterior spaces of dwelling sites and units. Most researchers have focused on changes in apartments after the 1990s, analyzing the characteristics of apartment selection and consumer satisfaction related to improvements in the physical environment. The present study differs from previous research in that it examined apartmentrelated newspaper and TV ads entirely for the purpose of considering changes in the perception of apartments. It also used quantitative and qualitative methods to analyze ads covering 50 years, unlike previous research, which was restricted to changes in apartment brands and advertising strategies, satisfaction factors, and the physical characteristics of apartments. 3. Analysis of Newspaper and TV Advertisements 3.1 Analysis Framework Evaluation Index Derivation The evaluation index for this research was derived from the significant contents from a review of the relevant theory and literature. Thirty-eight indices were selected from apartment-related literature research. The selected first-evaluation indices were then modified and supplemented based on the frequency and content of evaluation indices. Overlapping or unclear evaluation indices were modified and supplemented based on advice from two advertising experts. Among the 38 first-evaluation indices, 33 secondevaluation indices were selected through modification and supplementation using 21 major studies. The selection process for the final second-evaluation indices focused on the contents of the advanced research. Indices with a frequency of more than half of the total were selected. These were selected through four integration processes: selection, selection consideration, integration consideration with a similar item, and exclusion. Among the evaluation indices, view and direction, crime and privacy protection, redevelopment and reconstruction, and building coverage ratio and floor area ratio were selected from the selection consideration. The environmentally-friendly materials index merged into well-being and environment-friendly design. The forest and lake index was integrated into the parks and open spaces index. The energy and cost conservation index united apartment sales price and maintenance cost. The indices of skyline and construction technology were excluded from the final second-evaluation indices due to the low frequency in the literature analysis. Through such processes, 33 evaluation indices were finalized (Table 1.) Frequency Analysis Frequency analysis was performed using the final second-evaluation indices, and indices that were over 50% of the rate or changed with high frequency were shaded. Newspapers had high frequencies for the indices in the 1960s; indices with high frequency in the 1970s included unit plans and size; living room, kitchen, and bathroom; company name; lower and middle class; happiness and comfortableness; and apartment sales price and maintenance cost. Indices with a high rate that were added in the 1980s included balcony space, view and direction, and building coverage ratio and floor area ratio; however, the frequency of parks and open spaces, which had a high frequency in the 1970s, was reduced. Indices with high frequency in the 1990s included unit plans and size; living room, kitchen, and bathroom; company name; and single person. However, the frequency of view and direction and happiness and comfortableness, which were introduced in the 1980s, was reduced. In the 2000s, indices with high frequency included self-contentment and pride, cultural area of the neighborhood, high-tech information, company name, parking lot, large-scale and high-rise buildings, wellbeing and environment-friendly design, and parks and open spaces. In particular, parking lot, large-scale and high-rise buildings, well-being and environment- JAABE vol.15 no.1 January 2016 EunKyung Shin 67

4 Table 1. Deriving Second Classifications from Previous Research Index Previous Researches a b c d e f g h i j k l m n o p q r s t u Selection Unit Plan and Size Interior of Living Room, Kitchen, and Bathroom Balcony Space Public Spaces (Elevators, Corridors, and Stairs) Community Facilities Parking Lot Commercial Facilities Transportation Educational Environment Culture Area of Neighborhood Skyline Х View and Direction Large-Scale and High-Rise Buildings Well-Being and Environment-Friendly Design Apartment Brand Crime Prevention and Privacy Protection Pedestrian Network District Name Company Name Parks and Open Spaces Environment-Friendly Materials Forest and Lake Single Person Family Noble and High Class Lower and Middle Class Self-Contentment and Pride Sense and Attraction Happiness and Comfortableness Redevelopment and Reconstruction Building Coverage Ratio and Floor Area Ratio Landmarks Energy and Cost Conservation Apartment Sales Price and Maintenance Cost Financing and Tax Incentives High-Tech Information Construction Technology Х Western Style Previous studies: a. Park (2006), b. Park and Yoo (2010), c. Sohn and Kim (2002), d. Jang (2008), e. Pyun (2006), f. Seo and Oh (2009), g. Bae (2011), h. Kim (2011), i. Kim and Lee (2005), j. Hong, Kang, and Lee (2004), k. Jang (2003), l. Seo, Lee, and Seo (2007), m. Chung and Shin (2002), n. Kim (2003), o. Shin and Park (1993), p. Lee, Yoon, and Kim (2004), q. Cheon (2006), r. So and Lee WP (2010), s. Cheong (2008), t. Lim (2008), u. Lee (2004) Index of derived indicators : selection, consider selection, integrated with similar items, Х rejection friendly design, company name, and high-tech information had high frequency compared to the 1990s. The indices of single person and building coverage ratio and floor area ratio were lowered in frequency. While the frequency distribution patterns of TV ads were similar to those of newspaper ads, certain areas were more frequent in the 2000s as compared with newspaper ads. In the 1970s, the indices of unit plan and size and company name were simultaneously introduced in TV ads, and in the 1980s those indices showed similarities with newspaper indices in the 1970s. Indices that emerged in TV ads in the 1990s included parking lot, cultural area of the neighborhood, apartment brand, and sense and attraction; these emerged earlier in TV ads than in newspaper ads. In the 2000s, TV ads showed higher rates in more indices; indices that were introduced during this period included unit plans and size; living room, kitchen, and bathroom; culture area of the neighborhood; balcony space; community facilities, and pedestrian network (Table 3.) Factor Analysis Factor analysis was performed to determine whether the indices derived from the literature showed a similar tendency from any cause. The Kaiser-Meyer-Olkin measurement of standard formation propriety about factor analysis was a reliable level at 64.3%, and it was known that 33 indices were summarized as 11 factors and had an explanation capability of 74.79% total. This is more than the analysis of the emergence of much or 68 JAABE vol.15 no.1 January 2016 EunKyung Shin

5 Table 2. KMO and Bartlett's Test Kaiser-Meyer-Olkin measure of sampling adequacy Approx. Chi-Square 19, Bartlett s test of sphericity df 528 Sig less than the detailed element through the frequency analysis and can be understood clearly as the intention and tendency. Factor 1 explains 9.67% of the whole, and factor 2 can be a potential element for the explanation for about 8.33%, factor 3 for 7.37%, factor 4 for 7.31%, factor 5 for 7.27%, factor 6 for 7.12%, and factor 7 for 6.56% each, and since factor 1 to factor 7 can explain about 53.63%, more than half of the whole, the significance can be greater than other elements. Factor 1 is the most influential factor that includes age as a trend in the selection of apartments. It includes the trend-oriented indices that reflect the existence of a walkable community and crime safety. The main characteristic that differentiates apartments from normal housing is that apartments have various facilities within a walkable distance and guarantee security from crime. Moreover, in the time of active apartment supplies, from 1980 to 2000, apartment suppliers attempted to establish the brand value of apartments through naming. Living in a branded apartment has given homeowners some sense of satisfaction and self-esteem. In addition, with the development of IT technology, high-tech apartments with internet infrastructure have also become a factor in choosing an apartment. Therefore, Factor 1 represents the trend of apartment choice. Factor 2 is related to floor-plan-oriented indices such as living room, kitchen, and bathroom; public space; balcony space; and unit plan and size. Factor 3 concerns member-oriented indices such as happiness and comfort, family, and single person. Factor 4 deals with social characteristics and can be described as the leveloriented index. Factor 5 is the economic-oriented index reflecting social and economic characteristics. Factor 6 is the size-oriented index related to building new, large-scale facilities with fresh perspectives and parks and open spaces. Factor 7 is the differentiation-oriented factor that shows the unique characteristics of each area, especially the local atmosphere, and school district. Table 3. Frequency Analysis by 2nd Classification Newspaper Advertisements Television Advertisements Index 60~69 (Period 1) 70~79 (Period 2) 80~89 (Period 3) 90~99 (Period 4) 00~09 (Period 5) 70~79 (Period 2) 80~89 (Period 3) 90~99 (Period 4) 00~09 (Period 5) Unit Plans and Size Interior of Living Room, Kitchen, and Bathroom Balcony Space Public Space (Elevators, Corridors, and Stairs) Community Facilities Parking Lot Commercial Facilities Transportation Educational Environment Culture Area of Neighborhood View and Direction Large-Scale and High-Rise Buildings Well-Being and Environment-Friendly Design Apartment Brand Crime Prevention and Privacy Protection Pedestrian Network Parks and Open Spaces District Name Company Name Single Person Family Noble and High Class Lower and Middle Class Self-Contentment and Pride Sense and Attraction Happiness and Comfortableness Redevelopment and Reconstruction Building Coverage Ratio and Floor Area Ratio Landmarks Apartment Sales Price and Maintenance Cost Financing and Tax Incentives High-Tech Information Western Style Total Cases JAABE vol.15 no.1 January 2016 EunKyung Shin 69

6 Table 4. Results of Factor Analysis Rotated Component Matrix (a) Index Component a High-Tech Information b Pedestrian Network c Self-Contentment and Pride d Apartment Brand e Crime Prevention and Privacy Protection a Interior of Living Room, Kitchen, and Bathroom b Public Space (Elevators, Corridors and Stairs) c Balcony Space d Unit Plans and Size a Happiness and Comfortableness b Family c Single Person a Noble and High Class b Lower and Middle Class a Financing and Tax Incentives b Apartment Sales Price and Maintenance Cost c Transportation d Building Coverage Ratio and Floor Area Ratio a Large-Scale and High-Rise Buildings b View and Direction c Parks and Open Spaces a Sense and Attraction b District Name c Western Style d Educational Environment a Culture Area of Neighborhood b Parking Lot c Well-Being and Environment-Friendly Design a Commercial Facilities b Community Facilities a Redevelopment and Reconstruction b Landmarks a Company Name *Extraction method: principal component analysis *Rotation method: varimax with Kaiser normalization; a. Rotation converged in 14 iterations Fig.1. Frequency of Newspaper and TV Ads 70 JAABE vol.15 no.1 January 2016 EunKyung Shin

7 Table 5. Result of Factor Analysis - Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative % 1 Trend of Apartment Choosing Floor Plan Member of Resident Social Class Economics Scale and Outlook Regionality Quality of Life Communication Real Estate Investment Construction Company Extraction Method: Principal Component Analysis. While factor 8 also shows some local characteristics similar to factor 7, factor 8 focuses more on quality of life and affordability. Factor 9 is the communicationoriented index related to community and commercial facilities. Factor 10 is the real estate investmentoriented index that deals with the economic benefits through redevelopment or landmark construction of the apartment and its land. Lastly, factor 11 is the company-oriented index, which concerns the reliability of construction work (Table 4.). 3.2 Cross-Analysis of Newspaper and TV Ads In newspaper ads, factor 1 had a low frequency from the 1960s to the 1990s. However, it began to increase rapidly in the 2000s. Factor 2 had a high frequency from the 1960s until the 1990s with continual increases in influence. Factor 2 and factor 5 showed similar patterns and remained influential over time. Factor 3 showed a higher increase in the 2000s while factor 4 showed a drastic increase at the beginning of the 2000s. Factor 6 and factor 8 also showed similar patterns to factor 3. Factor 9 showed some increases in the past and a rapid increase in the 2000s. Factor 7 had some increases at first but showed reducing tendencies later on. Conversely, factors 10 and 11 started low at first but increased rapidly later on (Fig.1.). TV ads for apartments expressed differentiation from this influence by focusing on images of apartments rather than delivering information about them, as compared with newspaper ads. Sales prices and maintenance costs index did not appear in TV ads. However, economic issues were indirectly expressed in newspaper ads. Since the material collected for TV ads focused on the 1980s and beyond with no materials obtained for the 1960s and few for the 1970s the degree of influence and cognizance could not be clearly indicated. 4. Discussion As a part of the first and second "Five year Economic development plan" in the 1960s, the Korean government actively pushed a housing policy by supplying public apartments. This led to a resolution of the housing shortage in the 1980s. Moreover, with the participation of private construction corporations to apartment supply as a part of the urban development, apartment supply increased rapidly. Since then, different types of apartments have been owned by people from all social strata. However, the meaning of apartment as a living space started to turn into a real estate value. The perception of apartments as analyzed by the keyword analysis and factor analysis can be summarized in four categories: 1) basic subjects of living place 2) subjects related to dwellers 3) social subjects 4) economic subjects. The basic subjects of living place apply to factor 1 and factor 2, which do not have much frequency difference and are considered to be important continually. These are mainly related to internal elements of a living space such as internal size, interior, and standard space. Subjects related to dwellers apply to factor 3, factor 4, and factor 8. These are related to the organization and economic level of the dwellers. Since the group of a middle class or above shows a clear demand for well-being, an eco-friendly environment, and cultural activities, perception toward apartments among different social classes can differ. The social subject includes factors related to the outer space of the apartments and related to factor 6, factor 7, and factor 9. It deals with the existence of open-space, local community, and facilities. Since the education of children affects the residential choice elements of parents, the educational atmosphere can also be a factor in changing the perception of the apartment. Such a phenomenon has been showing a marked increase ever since the 1990s. Economic subjects are related to factors 5, 10, 11. These reflect an awareness of the dwellers regarding efficient spending on the purchase and maintenance of apartments. In addition, as the apartments are considered to be real estate assets, dwellers began to show a preference for certain construction firms. Apartments are shown as a way to increase wealth through improvement, differentiation, or redevelopment of the purchased apartments. JAABE vol.15 no.1 January 2016 EunKyung Shin 71

8 5. Conclusion This research performed a literature review and content analysis of apartment-related newspaper and TV ads from 1960 to 2010 to examine changes in the cognizance of Korean apartment residents. This study assumed that such ads reflect public perceptions and the interaction between consumers and providers. Obtainable ads were examined in three steps to derive the evaluation indices. Frequency and factor analysis were performed for the ads, and reliable factors were derived from the final 33 evaluation indices. These factors are the explanatory elements that influenced changes in the cognizance of apartment consumers over time. By showing the factors related to changes in the public's perception of apartments, this research can help improve policies related to the construction and planning of apartment complexes. This study differs from previous research in that newspaper and TV ads were examined by selecting qualitative evaluation indices. Future studies should further modify and supplement the evaluation indices and conduct interviews with advertising and construction or development professionals. The primary limitation of this research lay in the difficulty of obtaining apartment-related TV ads prior to the 1980s. Korea's unique housing culture symbolizes the rapid changes in the country's modern and contemporary history. An apartment is not simply a property or an investment, but a resting place where people start and finish their daily affairs and where family members live together. Therefore, changes in the apartment reflect value changes in contemporary Korean society. Note 1 "Mapo" apartment is the first modern apartment in Korea planned and built by the state-owned Korea Housing Corporation in References 1) Advertising Information Center. (2013) accessed June 27, ) Bae, Y.M. 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