Tiffany & Co. had been recognized so highly in Korea even before its official advance to the country in 1991 that a successful jewelry company was called 'Korean Tiffany'. The purpose of this study was to explain how American brand Tiffany had been spread and recognized among Korean people by analyzing related articles and advertisements during the period from the Liberation to the 1989. The research method used in this study was the articles of newspapers and relevant literature. This is the result that, with the run of movie 'Breakfast at Tiffany's in Korea in 1962, the trade name and trademark of Tiffany were used illegally not only by jewelry traders but also by other businesses. Other luxury jewelry brands in the same period could not enjoy indirect advertising and spillover effects as good as Tiffany. As a result, a successful jewelry company was called 'Korean Tiffany' in 1989, and the expression is still valid in the country.

 Abstract  I. Introduction  II. The Development of Luxury Jewelry Brands in Korea   1. 1945~1959   2. 1960~1969   3. 1970~1979   4. 1980~1989  III. The Characteristics of the Development of ‘Tiffany’ Analyzed Base on Articles and Advertisements   1. The number of articles and advertisements   2. The contents of articles and advertisements   3. The yearly distribution of articles and advertisements  IV. Conclusion  References

• 홍지연(동양대학교 보석귀금속학과) | Hong, Jiyoun
• 홍나영( 이화여자대학교 의류학과) | 홍나영