아파트 분양광고와 소비자 주권

최경옥 국회입법조사처 2016 입법과 정책 Vol.8 No.1

In case of large-scale ‘pre-construction sales and after-sale construction’ of apartment, consumers make purchase decision based on apartment advertisement to a considerable extent. Also, when apartment developer fails to fulfil their promise as expressed in the advertisement, such case results in legal disputes between apartment developer and buyer. In this respect, the present study is aimed to examine how far apartment buyer can be protected by law related to consumer protection: in other words, how far apartment developer can be held responsible for unfulfilled advertisement. In short, the purpose of this study is to investigate whether consumer sovereignty can be protected by the force of fundamental rights to a third party, when the rights of property and the right to pursue happiness are violated between large apartment developer and individual buyer. Lately, the Supreme Court ruled against the plaintiff on the case of false and exaggerated advertising of Oryukdo SK View Apartment. This study raises a fundamental question whether consumers can be fully protected in case of losing suits in the Supreme Court. Therefore, this study will look into the followings by chapter: the contents and limitations of (apartment) false and exaggerated advertisement from the perspective of pubic law rather than private law (Ⅱ); the protection boundary of consumer’s trust-the equality among economic units- (Ⅲ); and national protection and cultivation of enterprise and consumer protection (Ⅳ). 본 논문에서는 대량으로 쏟아지는 아파트 분양의 경우 선분양・후시공인 관계로 그에 동반된 광고를 신뢰하고 이를 계약한 수분양자와 그 광고 내용대로 이행하지 못한 분양자 사이에 소송이 발생하고 있는 부분에 있어서 수분양자인 소비자측면에서 어디까지 보호받을 수 있는가, 즉 분양자의 광고에 대한 책임은 어디까지이며, 소비자의 광고에 대한 신뢰보호의 범위는 어디까지인가에 대한 문제점 분석이 될 것이다. 다시 말하면, 거대한 기업인 분양자와 개인인 수분양자간에 재산과 행복추구권이 침해당하였을 때에 소비자 주권을 기본권의 제3자적 효력에서 찾을 수는 없는 것일까? 최근에도 오륙도 SK 뷰 아파트 허위・과장 광고는 대법원에서 패소하였다. 대법원에서 패소하는 경우 소비자의 보호는 더 이상 구제받을 방법이 없는 것인지 등 원천적인 질문이 이 논문을 쓰는 이유이다. 이하에서는 특히 아파트의 허위・과장 광고에 대하여 사법적 차원에서가 아니라 공법적 차원에서 (아파트) 광고의 내용과 한계(Ⅱ), 소비자의 신뢰보호 범위-경제주체 간의 평등-(Ⅲ), 국가의 기업보호육성과 소비자 보호(Ⅳ)를 다루어 볼 것이다.

텍스트 마이닝 분석을 이용한 아파트 광고 메시지 연구

최향 한국인터넷전자상거래학회 2022 인터넷전자상거래연구 Vol.22 No.5

This study conducted an analysis with the semantic network analysis technique to figure out house values sought after in the messages of local apartment sales advertisements. The study collected analysis data from the messages of 54 apartment sales advertisements in total published in B, which is one of the most representative newspapers in Busan and has the most subscribers, for two years of June 2020~June 2022. The analysis focus was put on the headlines, subheadlines, body copies, and captions of newspaper ads. R was used in a text mining analysis including the analysis of word clouds and semantic networks as well as frequency analysis to identify the housing value factors conveyed to consumers exposed to these advertising messages. The main findings were summarized as follows: first, such keywords as "transportation network," "center," and "environment" were the core concept of the apartment sales advertising messages. The keywords of "premium," "station area," and "transportation network" were closely connected to one another; secondly, there were differences in the core concepts of housing values among different zones. The most essential concepts were "transportation network," "design," and "Centum" in the eastern zone of Busan, "premium," "Sasang," and "transportation network" in the northwestern zone of Busan, "North Port," "transportation network," "ocean views" in the southern zone of Busan, and "environment," "center," and "design" in the central zone of Busan; and finally, there were also differences in major keywords among the different zones. These findings are significant in that they analyzed objectively the ways that messages were accumulated in apartment sales advertisements in Busan through Big Data analyses. Based on these findings, the study is expected to provide useful practical implications for advertising message strategies sought after in apartment sales advertisements in Busan.

IMF 기간 일간신문 분양광고에 나타난 아파트 단지 옥외공간의 차별화 내용 및 요소

김대현,Kim Dae-Hyun 한국조경학회 2004 韓國造景學會誌 Vol.32 No.4

During the IMF period the unsold of apartment housing was significantly increased due to financial problems. Apartment constructors had to severely struggle with fund problems and even some of them were bankrupted. Due to this fact, they had to find new marketing strategies to sell the apartment complexes even with low margins. One of the solutions was that housing companies could present a distinctive and outstanding outdoor space in apartment complexes. The purpose of this study was to investigate such differentiated marketing strategies by reviewing the apartment housing advertisements during the IMF period. The major findings through this study were as follows: 1. During the IMF period housing companies presented a distinctive and outstanding outdoor space in apartment complexes. In 1999, which was the peak of the IMF impact, there were frequent advertisements for apartment housing in daily newspapers. 2. Daily newspapers had been mostly used for advertising the apartments. A thorough review of them is very valuable in investigating differentiated marketing strategies of the outdoor space in apartment complexes. 3. The main theme of differentiation of outdoor space can be summarized as : Emphasis of the importance of healthy life, application of environment-friendly facilities, and use of traditional korean style elements in apartment complexes.

아파트분양광고의 성격에 관한 법적 고찰

배연관(Bae, Yeun-Kwan) 경희법학연구소 2015 KHU 글로벌 기업법무 리뷰 Vol.8 No.2

아파트 분양광고는 불특정 다수를 대상으로 이루어지며, 광고에 대해서는 그 광고에 표현된 내용이 계약의 내용에 포함되는지 여부에 따라 분양자와 수분양자 사이의 권리와 의무가 달라진다. 이 때 청약의 유인에 해당하는 경우 계약 내용에 포함되지 않게 되며, 청약에 해당하는 경우는 계약 내용에 포함되게 되므로 양자의 구별은 몹시 중요하다. 대상판결의 경우 분양광고의 내용은 청약의 유인에 해당하므로 원칙적으로 계약의 내용에 포함되지 않는다고 보았으나, 구체적인 거래 조건인 ‘외형, 재질’에 대한 경우는 묵시적으로 계약의 내용에 포함되는 것으로써 이행 청구가 가능하다고 보았다. 기존 학설의 경우 청약과 청약의 유인에 대해서는 특정인에 대한 것인지, 선택의 여지가 존재하고 개성이 존재하는지, 유보가 존재하는지를 기준으로 구별하거나, 분양자가 관리 지배할 수 있는 영역인지 여부를 기준으로 구별하였으나 이러한 기준은 명확하지 않으며 청약의 상대방에 대해서도 불리하다. 그러므로 기존의 기준에 덧붙여, 당사자 확정론의 법리를 유추 적용하거나, 약관의 해석에 관한 해석 원칙을 적용하여 상대방을 보호하도록 해야 할 것이다. Advertising of Apartment is sending to an unspecified numbers, The contract content can be changed, whether that content of advertisement can be included on parcelling-out contract. If that content of advertisement is ruled as an invitation of offer, that advertisement cannot be included on that parcelling-out contract. On the other hand, that content of advertisement is ruled as an offer, that advertisement can be included on that parcelling-out contract. The above-mentioned Supreme Court ruling decided Advertising of Apartment is not be included on parcelling-out contract of this case. But advertising contents about shape and materials are implicitly included on that contract. So Apart pre perchasers can request performance about those contents. Existing theories distinguish an offer from an invitation of offer by these ways. whether for a person , whether the room of selection or individuality exists or Seller can management and governance about that content of advertisement. But that standard is not clear and unfair to an apartment applicants. So In addition to the conventional standard, we shall examine thoroughly about analogical application of fixation of a party or application of Provision interpretation .

웰빙아파트 마케팅요소에 대한 주거 만족도 비교연구

제해성,이재혁,김경훈 대한건축학회 2006 대한건축학회논문집 Vol.22 No.9

This study aims to find out the meaning of well-being in architecture and other fields and evaluate residential satisfaction based on marketing factors of well-being apartments. This study defines well-being apartment as high quality housing that residentsare satisfied with the physical environment for their happiness and health. As a marketing strategy, homebuilders advertise to consumers various well-being features that their apartment products have equipped with and proud of. This study hascarried out content analysis method and analyzed newspaper advertisements from 2003 to 2004 to find out the well-being features that the homebuilders want to emphasize at the advertisements. The study has also employed a survey method to find out the residential satisfaction and preference on the well-being features of apartments and the survey has compared between the accredited green building and non accredited. The results are: 1) The overall residential satisfaction of the accredited green building is higher than non-accredited. 2) The green building residents are more satisfied with outdoor spaces than residential units 3) The Unit design is considered to be more important than outdoor space design 4) the alternative energy use is going to be necessary in the future. 5) The improvement of unit design is considered to be important in order to satisfy resident's concern on well-being

일반논문 : 아파트분양광고의 성격에 관한 법적 고찰

배연관 ( Yeun-kwan Bae ) 경희대학교 법학연구소 2015 KHU 글로벌 기업법무 리뷰 Vol.8 No.2

아파트 분양광고는 불특정 다수를 대상으로 이루어지며, 광고에 대해서는 그 광고에 표현된 내용이 계약의 내용에 포함되는지 여부에 따라 분양자와 수분양자 사이의 권리와 의무가 달라진다. 이 때 청약의 유인에 해당하는 경우 계약 내용에 포함되지 않게 되며, 청약에 해당하는 경우는 계약 내용에 포함되게 되므로 양자의 구별은 몹시 중요하다. 대상판결의 경우 분양광고의 내용은 청약의 유인에 해당하므로 원칙적으로 계약의 내용에 포함되지 않는다고 보았으나, 구체적인 거래 조건인 ‘외형, 재질’에 대한 경우는 묵시적으로 계약의 내용에 포함되는 것으로써 이행 청구가 가능하다고 보았다. 기존 학설의 경우 청약과 청약의 유인에 대해서는 특정인에 대한 것인지, 선택의 여지가 존재하고 개성이 존재하는지, 유보가 존재하는지를 기준으로 구별하거나, 분양자가 관리 지배할 수 있는 영역인지 여부를 기준으로 구별하였으나 이러한 기준은 명확하지 않으며 청약의 상대방에 대해서도 불리하다. 그러므로 기존의 기준에 덧붙여, 당사자 확정론의 법리를 유추 적용하거나, 약관의 해석에 관한 해석 원칙을 적용하여 상대방을 보호하도록 해야 할 것이다. Advertising of Apartment is sending to an unspecified numbers, The contract content can be changed, whether that content of advertisement can be included on parcelling-out contract. If that content of advertisement is ruled as an invitation of offer, that advertisement cannot be included on that parcelling-out contract. On the other hand, that content of advertisement is ruled as an offer, that advertisement can be included on that parcelling-out contract. The above-mentioned Supreme Court ruling decided Advertising of Apartment is not be included on parcelling-out contract of this case. But advertising contents about shape and materials are implicitly included on that contract. So Apart pre perchasers can request performance about those contents. Existing theories distinguish an offer from an invitation of offer by these ways. ``whether for a person``, ``whether the room of selection or individuality exists`` or Seller can management and governance about that content of advertisement. But that standard is not clear and unfair to an apartment applicants. So In addition to the conventional standard, we shall examine thoroughly about ``analogical application of fixation of a party`` or ``application of Provision interpretation``.

신문광고와 소비자 의식조사 비교에서 나타난 웰빙아파트의 건축계획적 특성 연구

이재혁,제해성 대한건축학회 2005 대한건축학회논문집 Vol.21 No.12

This Study is to find out the architectural characteristics of well-being apartments based on the comparison between newspaper advertisement and consumer preferences. As a marketing strategy, homebuilders advertise to the consumers the good features that their products have equipped. This study has taken a look at newspaper advertisements to analyze the well-being features of apartments and employed the research method of content analysis. This study has analyzed newspaper advertisements from 2003 till 2004 to find out the well-being features that the homebuilders want to emphasize at the advertisements. The study has also employed a survey method to find out the consumer preferences on the features of well-being apartments. the study has found out that homebuilders have a tendency to emphasize well-being features of outdoor environment such as theme garden/plentiful green but consumers prefers to have those of apartment unit and outside jogging track.

TV 영상광고에 나타난 브랜드아파트 이미지 광고 분석과 성과 및 문제점에 관한 연구

편석환 대한경영학회 2006 大韓經營學會誌 Vol.19 No.3

As the brand apartment image on TV commercials becomes the main factor for apartment marketing, each company focus on the image publicity of the brand apartment. According to this, as the publicity of current housing market is transferring to image publicity, the brand name and visual publicity method become diverse, and the brand recognition increase brings in the company recognition increase. This effect generated not only the active feedback to create the different image to meet customers'needs, but also active investment of companies to develop new products. However, in spite of the positive changes, there are many problems, such as the difference from exaggerated publicity, lack of information due to focusing on the image, and encouragement of privileged and selected one's pride. Actual effect of the brand apartment is to place the brand which gives customers trust from the first stage of purchase to re-purchase stage. To pursue that purpose, detailed and specific information which can be easily ignored by too much focus on image publicity should be delivered to customers, and the image creation should be sought to narrow the gap between customers expectation and the publicity. TV 영상광고를 통해 보여 지는 브랜드 아파트의 이미지가 아파트 마케팅에 매우 중요한 요소로 등장함에 따라 각 업체들은 브랜드 아파트의 이미지 광고에 촉각을 곤두세우고 있다. 이에 따라 기존 주택시장이 모집광고 위주로 홍보하던 것에서 이미지 광고로 변모하고 있으며 그만큼 브랜드 이름과 영상광고 표현 방식 등이 다채로워졌고 기업들은 브랜드 인지도 상승을 통해 기업의 인지도 역시 상승하는 효과를 가져왔다. 이러한 효과는 기업들의 신제품 출시를 위한 적극적인 투자를 유도할 뿐만 아니라 소비자들의 욕구에 부응하는 차별화된 이미지를 창출하기 위해 활발한 피드백 작용들을 발생시켰다. 그러나 이러한 긍정적인 변화에도 불구하고 허위 과대광고로 인한 현실적 괴리감, 이미지 표현 집중에 따른 정보전달의 부실, 특권의식 및 선민의식의 종용 등 여러 가지 문제점 역시 내포하고 있다. 브랜드 아파트 이미지 전달의 실질적 효과는 초기 구매단계에서부터 이용 후 재 구매에 이르기까지 고객에게 지속적으로 신뢰성이 있는 브랜드로 자리매김 하는데 있다. 그러기 위해서는 이미지 광고에만 편중되어 자칫 경솔히 여겨질 수 있는 세부 설명과 구체적인 내용들을 전달해줄 수 있어야 하며 과대 허위광고로 인한 소비자 기대심리 실축을 최대한 근소화 시킬 수 있는 이미지 연출을 모색하여야 할 것이다.

부산시 민간 공동주택 정착기의 평면 특성 연구

김해번,김동수,유재우 대한건축학회지회연합회 2017 대한건축학회연합논문집 Vol.19 No.6

This study aim for extracting floor plan characteristics focused on 1970s private apartments. For this purpose, we analysis collected floor plan advertisements for sale in rarely remained news paper materials. moreover, also revealed and visualized the local private apartments material data as figure and tables. According to the analysis, This study extracted 1970s erected apartments characteristics generally. Definite results show distribution, gross floor area, approach method, front compartment number, time based and floor plan characteristics on relative to size scale. The meaning of this study can be found in the result that characteristics of local private apartments are revealed and the value for local residential research is enhanced.

1960-70년대 중산층 아파트의 부담가능성 연구

신운경 대한건축학회 2020 대한건축학회논문집 Vol.36 No.6

From a historical perspective, this study analyzed the housing sale in lots price and affordability for ordinary households through theinformation and statistics of advertisements(announcements) for middle-class apartment sale of Seoul in the 1960s and 1970s. In addition,through this analysis, we found out the hidden side of the housing affordability from the public's point of view, and derived from the impactand meaning of it on the perspective of our current residential culture. Even in the current apartment sale in lots system, the housing sale inlots price and affordability are applied from the supplier's perspective, and the general public is alienated from this operating mechanism. Infact, the middle-class apartment supply policy of the time not only has resulted in the exclusion of the general public in terms of thehousing affordability, but also has triggered the differentiation of residential spaces between general home consumers and those who canpurchase middle-class apartments. It is true that there is an increasing concern about the housing affordability, but there are very few studiesto identify the root cause for problem solving. Therefore, this study is expected to be a small starting point to reconsider the housing sale inlots price and affordability in relation to the public of housing.