Changes in Public Perceptions of Apartments:
Television and Newspaper Advertisements, 1960–2010
EunKyung Shin1, Sukho Hong2 and Seiyong Kim*3
1
2
Ph.D. Candidate, Department of Architecture, Korea University, Korea
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, 136-713, Korea
Tel: +82-2-3290-3914 Fax: +82-2-921-7947
E-mail: [email protected]
( Received April 7, 2015 ; accepted November 5, 2015 )
DOI http://doi.org/10.3130/jaabe.15.65
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
19621), 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
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 2010. 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, 718 5-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
66
JAABE vol.15 no.1 January 2016
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
2.1.1 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.
2.1.2 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
EunKyung Shin
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
3.1.1 Evaluation Index Derivation
The evaluation index for this research was derived
from the significant contents from a review of the
JAABE vol.15 no.1 January 2016
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.).
3.1.2 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-
EunKyung Shin
67
Table 1. Deriving Second Classifications from Previous Research
Previous Researches
Index
a b c d e f
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
◎
◎
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
◎
Western Style
◎ ◎ ◎ ◎ ◎ ◎
g h i j
◎ ◎ ◎
k l
Selection
m n o p q r s t u
◎ ◎
◎ ◎ ◎ ◎ ◎ ●
◎ ◎ ◎
◎ ◎
◎ ◎ ◎ ◎ ◎ ●
◎ ◎ ◎
◎ ◎
◎ ◎ ◎ ◎ ◎ ●
◎ ◎ ◎
◎ ◎
◎ ◎ ◎ ◎ ◎ ●
◎
◎
◎
◎
◎
◎
◎
◎
◎
◎
◎
◎
◎
◎
◎
◎
◎
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◎
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◎
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◎
◎
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◎ ◎ ◎ ◎ ◎
◎ ◎ ◎
◎ ◎ ◎
◎
◎ ◎ ◎ ◎ ◎
◎ ◎
◎ ◎
◎ ◎ ◎ ◎ ◎ ◎ ◎
◎ ◎
◎ ◎
◎ ◎ ◎
◎
◎ ◎
◎ ◎
◎ ◎
◎ ◎
◎
◎
◎
◎
◎ ◎
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◎ ◎ ◎
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◎ ◎
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◎
◎ ◎
◎ ◎
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◎
◎
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◎ ◎
◎
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◎ ◎
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●
●
●
●
●
●
Х
◎ ◐
◎ ●
◎ ◎
◎ ◎
◎ ◎
◎ ◎
◎ ◎
●
◎ ◎ ◐
◎ ◎ ●
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◎ ◎ ◎
◎ ◎ ◎
◎
◎ ◎ ◎
◎ ◎ ◎
●
△
△
●
●
●
●
●
●
●
◐
◐
◎
◎
◎
◎
◎
◎ ●
◎
◎ ◎ △
◎
◎ ◎ ●
◎ ◎ ◎ ◎ ●
●
◎ ◎ ◎
Х
◎
●
◎ ◎ ◎ ◎
※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.
68
JAABE vol.15 no.1 January 2016
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.).
3.1.3 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
EunKyung Shin
Table 2. KMO and Bartlett's Test
Kaiser-Meyer-Olkin measure of sampling adequacy
Approx. Chi-Square
Bartlett’s test of sphericity df
Sig.
0.643
19,470.852
528
0.000
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
Index
Newspaper Advertisements
Television Advertisements
60~69
70~79
80~89
90~99
00~09
70~79
80~89
90~99
00~09
(Period 1) (Period 2) (Period 3) (Period 4) (Period 5) (Period 2) (Period 3) (Period 4) (Period 5)
Unit Plans and Size
17
Interior of Living Room, Kitchen, and
15
Bathroom
Balcony Space
0
Public Space (Elevators, Corridors, and Stairs) 0
Community Facilities
0
Parking Lot
0
Commercial Facilities
10
Transportation
32
Educational Environment
0
Culture Area of Neighborhood
0
View and Direction
0
Large-Scale and High-Rise Buildings
0
Well-Being and Environment-Friendly Design 0
Apartment Brand
0
Crime Prevention and Privacy Protection
0
Pedestrian Network
0
Parks and Open Spaces
0
District Name
34
Company Name
10
Single Person
0
Family
6
Noble and High Class
7
Lower and Middle Class
8
Self-Contentment and Pride
10
Sense and Attraction
0
Happiness and Comfortableness
0
Redevelopment and Reconstruction
0
Building Coverage Ratio and Floor Area Ratio 0
Landmarks
0
Apartment Sales Price and Maintenance Cost 18
Financing and Tax Incentives
0
High-Tech Information
11
Western Style
31
Total Cases
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JAABE vol.15 no.1 January 2016
59
68
128
44
2
46
34
86
59
68
128
44
0
46
40
133
33
21
0
18
29
43
0
3
37
28
0
0
0
0
0
69
59
0
28
6
67
6
0
43
0
0
0
56
16
15
29
85
50
31
19
37
43
68
37
31
56
42
0
14
0
0
0
30
89
19
61
0
94
0
0
49
0
50
0
75
37
0
20
94
60
54
46
46
39
98
46
34
51
51
45
21
14
14
35
34
122
65
60
8
120
14
26
39
16
81
16
84
48
41
20
128
44
44
114
228
114
182
92
249
204
204
249
294
91
159
228
0
226
136
136
159
204
340
182
158
135
46
135
91
68
249
0
364
0
0
0
0
0
2
0
0
0
0
0
0
0
0
0
2
2
0
2
0
2
0
0
2
0
0
0
0
0
0
2
2
12
0
0
26
0
26
0
10
0
0
0
0
0
0
10
46
36
00
22
0
36
0
0
43
0
0
0
0
0
14
33
57
27
20
25
41
36
27
28
44
30
28
36
70
5
21
45
11
54
56
9
18
48
18
38
30
1
5
1
0
8
32
3
73
65
44
71
113
106
68
54
124
64
53
107
164
39
69
135
84
125
185
109
90
133
90
86
109
15
39
15
0
8
117
62
118
EunKyung Shin
69
Table 4. Results of Factor Analysis—Rotated Component Matrix (a)
Component
1
2
3
4
5
1a
High-Tech Information
0.845 -0.071 -0.071 -0.035 0.151
1b
Pedestrian Network
0.768 -0.204 0.206 0.025 0.020
1c
Self-Contentment and Pride
0.592 -0.198 -0.198 -0.402 -0.013
1d
Apartment Brand
0.572 -0.031 0.214 -0.229 -0.206
1e
Crime Prevention and Privacy Protection
0.512 -0.129 0.331 0.206 -0.110
2a
Interior of Living Room, Kitchen, and Bathroom -0.207 0.787 -0.084 0.074 0.076
2b
Public Space (Elevators, Corridors and Stairs)
0.022 0.776 0.105 -0.031 0.012
2c
Balcony Space
-0.107 0.775 0.174 0.133 0.043
2d
Unit Plans and Size
-0.264 0.742 -0.012 0.179 0.186
3a
Happiness and Comfortableness
0.044 0.035 0.814 0.125 0.027
3b
Family
0.075 0.135 0.790 0.124 0.108
3c
Single Person
0.385 0.080 0.591 -0.110 -0.184
4a
Noble and High Class
0.129 -0.078 -0.113 -0.914 -0.107
4b
Lower and Middle Class
0.014 0.154 0.116 0.874 0.158
5a
Financing and Tax Incentives
0.015 0.059 0.050 0.010 0.817
5b
Apartment Sales Price and Maintenance Cost
-0.091 0.105 -0.063 0.148 0.807
5c
Transportation
0.179 0.023 0.022 0.252 0.618
5d
Building Coverage Ratio and Floor Area Ratio
-0.081 0.098 0.248 -0.077 0.533
6a
Large-Scale and High-Rise Buildings
0.018 -0.001 0.113 0.060 0.042
6b
View and Direction
0.070 0.089 0.111 0.035 0.058
6c
Parks and Open Spaces
0.457 -0.271 0.191 -0.106 -0.177
7a
Sense and Attraction
0.052 -0.057 -0.392 0.168 -0.216
7b
District Name
-0.307 0.161 -0.178 0.292 -0.118
7c
Western Style
-0.009 0.008 -0.048 -0.024 -0.056
7d
Educational Environment
-0.001 0.031 -0.216 0.200 -0.023
8a
Culture Area of Neighborhood
0.156 -0.147 0.131 -0.115 0.057
8b
Parking Lot
0.067 0.053 -0.045 0.007 -0.016
8c
Well-Being and Environment-Friendly Design
0.391 -0.136 0.240 -0.116 -0.071
9a
Commercial Facilities
-0.084 -0.086 0.049 0.043 0.207
9b
Community Facilities
0.171 -0.019 -0.097 -0.057 0.052
10a Redevelopment and Reconstruction
0.116 0.136 -0.125 -0.041 0.001
10b Landmarks
0.230 -0.085 0.112 -0.381 -0.234
11a Company Name
-0.091 0.048 -0.024 0.130 -0.001
*Extraction method: principal component analysis
*Rotation method: varimax with Kaiser normalization; a. Rotation converged in 14 iterations
Index
6
0.155
-0.029
0.241
-0.174
-0.069
0.049
0.020
-0.015
0.007
0.063
0.115
0.258
-0.009
0.112
0.108
0.023
-0.069
-0.101
0.913
0.907
0.473
-0.114
-0.042
-0.129
0.218
0.082
0.193
0.196
0.017
-0.018
-0.035
0.250
-0.024
7
-0.126
0.030
0.182
0.323
0.157
-0.290
0.146
0.087
-0.240
-0.074
-0.083
0.049
0.022
0.166
0.040
-0.059
-0.222
0.383
0.039
0.005
0.225
0.738
-0.582
-0.548
0.494
0.146
-0.075
0.155
0.090
-0.023
0.134
0.103
0.045
8
0.187
-0.005
0.176
0.293
-0.186
-0.011
0.040
-0.057
-0.166
0.077
0.018
0.129
0.106
0.008
0.089
-0.135
0.139
-0.097
0.133
0.136
-0.044
0.035
-0.122
-0.382
-0.304
0.778
0.713
0.433
0.070
0.284
0.117
0.270
-0.082
9
-0.061
0.118
-0.153
0.140
0.449
0.051
-0.075
-0.045
-0.054
-0.044
0.025
0.064
0.027
0.050
0.038
0.200
-0.011
0.039
0.008
-0.041
0.165
0.031
0.151
-0.134
0.071
0.056
0.289
-0.143
0.819
0.800
0.100
0.278
0.100
10
-0.026
0.141
0.237
-0.056
0.219
-0.187
0.147
0.061
-0.045
0.038
-0.039
-0.330
0.046
-0.038
0.050
0.072
-0.176
-0.321
0.016
-0.007
0.178
-0.033
-0.237
-0.129
0.135
0.127
0.052
0.392
0.132
-0.045
0.859
0.538
0.072
11
-0.089
0.004
-0.137
0.124
-0.106
0.186
-0.060
-0.118
0.209
-0.033
0.020
-0.038
-0.011
0.136
-0.043
-0.001
0.124
-0.044
-0.029
0.023
-0.086
-0.152
-0.211
-0.106
0.013
-0.114
-0.010
-0.013
0.004
0.144
0.104
-0.103
0.924
Fig.1. Frequency of Newspaper and TV Ads
70
JAABE vol.15 no.1 January 2016
EunKyung Shin
Table 5. Result of Factor Analysis - Total Variance Explained
Initial Eigenvalues
% of
Total
Cumulative %
Variance
1 Trend of Apartment Choosing 6.261 18.972
18.972
2 Floor Plan
3.622 10.977
29.949
3 Member of Resident
2.435 7.378
37.327
4 Social Class
2.227 6.750
44.077
5 Economics
2.017 6.111
50.188
6 Scale and Outlook
1.840 5.574
55.762
7 Regionality
1.661 5.033
60.795
7 Quality of Life
1.319 3.997
64.792
9 Communication
1.168 3.541
68.332
10 Real Estate Investment
1.101 3.335
71.668
11 Construction Company
1.031 3.124
74.792
※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
JAABE vol.15 no.1 January 2016
Extraction Sums of Squared Loadings
% of
Total
Cumulative %
Variance
6.261
18.972
18.972
3.622
10.977
29.949
2.435
7.378
37.327
2.227
6.750
44.077
2.017
6.111
50.188
1.840
5.574
55.762
1.661
5.033
60.795
1.319
3.997
64.792
1.168
3.541
68.332
1.101
3.335
71.668
1.031
3.124
74.792
Rotation Sums of Squared Loadings
% of
Total
Cumulative %
Variance
3.192 9.672
9.672
2.748 8.327
17.999
2.433 7.372
25.371
2.413 7.312
32.684
2.396 7.262
39.945
2.351 7.124
47.069
2.164 6.559
53.627
2.082 6.309
59.936
1.919 5.817
65.753
1.796 5.443
71.196
1.187 3.596
74.792
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.
EunKyung Shin
71
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 1962.
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EunKyung Shin