생성형 AI를 응용한 스타벅스 영상광고 디자인 개발 = Development of Starbucks Video Ad Design Using Generative AI

국문 초록 (Abstract)

최근 브랜드의 홍보 방식의 변화는 AI의 급속한 발전에서 기인한다. 과거에는 주로 사람이 직접 브랜드 광고 동영상을 디자인하고 촬영했지 만, 이제는 점차 인간과 기계가 협력하여 제작하는 방식으로 변화하고 있다. ​과거의 동영상 디자인은 주로 제작자의 경험과 직관에 의존하여 시각적 레이아웃과 기타 요소를 구상했다. ​그러나 인공지능 기술이 발전 함에 따라 이미지 합성, 색상 활용, 분위기 조성 측면에서 효율성이 현저 히 향상되었고 응용 사례도 증가하고 있는 추세이다. ​이에 본 연구는 문 헌 검토를 통해 실제 브랜드 광고 동영상 제작에서 생성형 인공지능의 역할을 탐구하여 인공지능을 활용한 동영상 개발의 새로운 방법을 모색 하는 것을 목표로 한다. ​ 문헌 고찰에서는 브랜드 아이덴티티, 브랜드 이미지 및 방문 의도의 학문적 함의를 탐구하고 그 상호 관계를 분석한다. ​또한, 새로운 미디어 환경에서 생성형 인공지능의 적용 가능성을 연구한다. ​일반적으로 브랜 드 명칭, 색상 및 로고 형태가 소비자의 브랜드 인지도에 직접적인 영향 을 미치는 핵심 요소로 간주된다. ​브랜드 이미지는 이러한 요소들이 상 호작용하여 형성된 전반적인 브랜드 인식을 의미하며, ​재방문 의도은 소 비자가 브랜드를 다시 방문하거나 반복 구매할 의향을 반영한다. ​생성형 인공지능의 도입으로 브랜드 광고 방식이 변화를 겪고 있으므로 전통적 인 이론과 기술이 생성형 인공지능이 주도하는 광고 환경에 직접 적용될 수 있는지 여부를 검증할 필요가 있다. 실증 분석에서는 설문조사를 통해 브랜드 아이덴티티, 브랜드 이미지 및 방문 의도 사이의 연관성을 통계적으로 검증하였다. ​신뢰도 및 타당 성 분석을 통해 측정 도구의 적용 가능성을 확인했으며, 연구 모델은 상 당한 설명력을 보여 주었다. ​분석 결과 브랜드명과 로고 형태는 브랜드 이미지에 유의미한 긍정적 영향을 미치는 반면, 브랜드 색상은 유의미한 영향을 미치지 않는 것으로 나타났다. ​브랜드 이미지와 방문 의도 사이 의 관계를 추가로 분석한 결과, 브랜드 이미지가 방문 의도에 유의미한 긍정적 영향을 미치는 것으로 나타났다. ​이는 브랜드 이미지가 브랜드 인식과 방문 의사를 연결하는 데 중요한 역할을 한다는 것을 증명한다. ​ 동시에 브랜드 이미지의 매개 효과를 분석한 결과, 브랜드 명칭과 로고 형태는 브랜드 이미지를 통해 간접적으로 방문 의도에 영향을 미치는 반 면, 브랜드 색상은 유의미한 영향을 미치지 않는 것으로 나타났다. ​ 사례 연구에서는 코카콜라, 테룬쑤, 맥도날드와 같은 대기업이 생성형 인공지능(GI) 기술을 사용하여 광고를 제작하는 방법을 분석한다. ​각 기 업의 광고 기술 적용 방식, 이미지 구성, 색상 활용을 살펴본 결과, 생성 형 인공지능은 감성 지향적이고 시각적으로 완성도가 높은 스타일을 창 조할 수 있는 것으로 나타났다. ​그러나 인물의 정확성, 동작의 유동성, 빛과 그림자의 사용에 있어 여전히 부족한 점이 있으며, 이는 현재 생성 형 인공지능 기술의 한계를 보여준다. 최종 영상 개발 단계에서는 스타벅스 광고를 예시로 생성형 인공지능 기술을 활용하여 제작함으로서 영상 제작 분야에서 생성형 인공지능의 응용을 심화하는 것을 목표로 한다. ​스타벅스는 오랫동안 안정적이고 명 확한 브랜드 시각 시스템을 구축한 회사로서 독점적인 색상, 로고 및 공 간 분위기를 포함한 여러 측면에서 높은 수준의 일관성을 보여준다. ​따 라서 스타벅스는 생성형 인공지능 광고 제작의 이상적인 사례로 꼽힌다. 본 연구는 문헌 검토와 실증 분석, 사례 연구, 개발 과정의 지속적인 통합을 통해 생성형 인공지능 광고 제작 프로세스를 종합적으로 분석한 다. ​전체 연구 과정을 통합함으로써 생성형 인공지능이 창의적 탐구와 시각적 스타일 구현의 초기 단계에서 높은 효율성을 보이며 다양한 이미 지를 빠르게 생성할 수 있는 이점을 가지고 있음을 명확히 알 수 있다. ​ 그러나 캐릭터의 일관성, 정확한 동작 표현, 섬세한 감정 전달을 유지하 기 위해서는 여전히 인간의 개입이 필요하다. ​따라서 현재 단계의 생성형 인공지능은 브랜드 시각적 정보를 제공하는 보조 도구로 더 적합하 다. ​완전히 독립된 주체로서 운영하는 데 여전히 어려움이 있지만, 본 연 구는 생성형 AI 광고 동영상 제작의 특성에 대한 탐구가 후속 연구의 기반을 마련하여 도약적인 발전을 기대할 수 있다. ​

다국어 초록 (Multilingual Abstract)

Recent changes in brand promotion methods are driven by the rapid development of AI. While previously, brand advertising videos were primarily designed and filmed by humans, they are now increasingly being produced collaboratively by humans and machines. Previous video design relied primarily on the creator's experience and intuition to determine visual layouts and other elements. However, with the advancement of AI technology, efficiency in image synthesis, color utilization, and mood creation has significantly improved, and application cases are increasing. This study aims to explore the role of generative AI in actual brand advertising video production through a literature review, thereby exploring new approaches to AI-powered video development. The literature review explores the academic implications of brand identity, brand image, and visit intention, analyzing their interrelationships. Furthermore, it explores the applicability of generative AI in new media environments. Brand name, color, and logotype are generally considered key factors that directly influence consumer brand awareness. Brand image refers to the overall brand perception formed through the interaction of these elements, while revisit intention reflects a consumer's willingness to revisit or repeat purchase a brand. As the introduction of generative AI is transforming brand advertising, it is necessary to verify whether traditional theories and technologies can be directly applied to an advertising environment driven by generative AI. In this empirical analysis, a survey was conducted to statistically verify the correlation between brand identity, brand image, and visit intention. Reliability and validity analyses confirmed the applicability of the measurement tool, and the research model demonstrated significant explanatory power. The analysis revealed that brand name and logo shape had a significant positive impact on brand image, while brand color had no significant effect. Further analysis of the relationship between brand image and visit intention revealed that brand image had a significant positive impact on visit intention. This demonstrates the crucial role that brand image plays in linking brand awareness and visit intention. Simultaneously, an analysis of the mediating effect of brand image revealed that brand name and logo shape indirectly influenced visit intention through brand image, while brand color had no significant effect. This case study analyzes how major companies like Coca-Cola, Terunsu, and McDonald's use generative AI (GI) technology to create advertisements. Examining each company's advertising technology application, image composition, and color usage, we found that generative AI can create emotionally focused and visually sophisticated styles. However, there are still shortcomings in character accuracy, fluidity of movement, and the use of light and shadow, highlighting the limitations of current generative AI technology. In the final video development stage, we aim to further the application of generative AI in video production by using a Starbucks advertisement as an example. Starbucks has long established a stable and clear brand visual system, demonstrating a high level of consistency across various aspects, including proprietary colors, logos, and spatial atmosphere. Therefore, Starbucks is considered an ideal example for generative AI advertising production. This study comprehensively analyzes the generative AI advertising production process through a continuous integration of literature review, empirical analysis, case studies, and development processes. By integrating the entire research process, we clearly demonstrate that generative AI demonstrates high efficiency in the early stages of creative exploration and visual style implementation, offering the advantage of rapidly generating diverse images. However, human intervention is still necessary to maintain character consistency, accurate movement expression, and nuanced emotional expression. Therefore, generative AI in its current stage is better suited as an auxiliary tool for providing brand visual information. While operating as a completely independent entity still presents challenges, this study's exploration of the characteristics of generative AI advertising video production lays the foundation for subsequent research, which can lead to significant advancements.

목차 (Table of Contents)

• Ⅰ. 서론 ················································································································· 1
• 1. 연구 배경과 목적 ························································································· 1
• 1.1 연구 배경 ································································································· 1
• 1.2 연구 목적 ································································································· 3
• 2. 연구 방법과 범위 ························································································· 4
• 2.1 연구 방법 ································································································· 4
• 2.2 연구 범위 ································································································· 5
• Ⅱ. 이론적 배경 ·································································································· 7
• 1. 브랜드 아이덴티티 ······················································································· 7
• 1.1 브랜드 아이덴티티 개념 ······································································· 7
• 1.2 브랜드 아이덴티티의 구성 요소 ························································· 9
• 1.3 브랜드 아이덴티티의 선행 연구 ······················································· 15
• 2. 브랜드 이미지 ····························································································· 18
• 2.1 브랜드 이미지의 개념 ········································································· 18
• 2.2 브랜드 이미지의 선행 연구 ······························································· 19
• 3. 방문 의도 ····································································································· 21
• 3.1 방문 의도의 개념 ················································································· 21
• 3.2 방문 의도의 선행 연구 ······································································· 21
• Ⅲ. AI와 영상광고 ··························································································· 24
• 1. 광고 제작 과정에서 생성형 AI의 역할 ················································ 24
• 2. 홍보영상 제작에서 생성형 AI의 응용 ·················································· 25
• 2.1 ChatGPT ······························································································· 25
• 2.2 Midjourney ···························································································· 27
• 2.3 Sora ········································································································ 29
• 2.4 생성형 AI를 응용한 홍보영상 광고 ················································ 31
• 3. 선행연구 ······································································································· 36
• 3.1 생성형 AI 홍보광고 연구 ·································································· 36
• 3.2 생성형 AI 영상의 시각적 특성 연구 ·············································· 47
• 3.3 브랜드 시각 스타일 ············································································· 51
• Ⅳ. 연구 설계 ···································································································· 56
• 1. 연구 모형 ····································································································· 56
• 2. 연구가설 ······································································································· 56
• 2.1 브랜드 아이덴티티와 브랜드이미지의 관계 ··································· 57
• 2.2 브랜드이미지와 방문의도의 관계 ····················································· 58
• 2.3 매개효과 가설 ······················································································· 58
• 3. 변수의 조작적 정의 및 설문지 구성 ····················································· 60
• 3.1 변수의 조작적 정의 ············································································· 60
• 3.2 설문지 구성 ··························································································· 62
• Ⅴ. 실증분석 ······································································································ 66
• 1. 표본의 인구통계적 특성 ··········································································· 66
• 2. 측정도구의 타당성 및 신뢰도 분석 ······················································· 68
• 3. 상관관계 분석 ····························································································· 71
• 4. 연구가설의 검증결과 ················································································· 72
• 4.1 브랜드 아이덴티티와 브랜드이미지 간의 관계 ····························· 72
• 4.2 브랜드이미지와 방문의도의 관계 ····················································· 74
• 5. 매개효과 분석 ····························································································· 75
• 6. 결과 ··············································································································· 77
• Ⅵ. 사례 분석 ···································································································· 79
• 1. 코카콜라 사례 분석 ··················································································· 79
• 1.1 코카콜라 2023 Masterpiece 광고 분석 ······································· 79
• 1.2 코카콜라 2024년 Secret Santa 광고 분석 ····································· 87
• 1.3 코카콜라 2025년 Holidays Are Coming 광고 분석 ···················· 96
• 1.4 연도별 비교분석 결과 ······································································· 104
• 2. 멍뉴(蒙牛) 터룬쑤(特仑苏) 광고 분석 ················································ 108
• 2.1 멍뉴(蒙牛) 터룬쑤(特仑苏) 2024년 ‘예술과의 만남으로 더 나은 아름다움을 보다(邂逅艺术, 遇见更好)’ 광고 분석 ········ 108
• 2.2 멍뉴(蒙牛) 터룬쑤(特仑苏) 2025년 ‘우란부허 사막 오아시스의 하루’ 광고 분석 ···· 118
• 2.3 연도 비교 분석 ··················································································· 126
• 3. Nestlé La Laitière 사례 분석 ······························································· 130
• 3.1 광고 개요 및 제작 배경 ··································································· 130
• 3.2 기술 분석 ···························································································· 133
• 3.3 구성 분석 ···························································································· 134
• 3.4 색채 분석 ···························································································· 135
• 3.5 사운드 분석 ························································································ 136
• 3.6 전파 분석 ···························································································· 136
• 4. 맥도날드 사례 분석 ················································································· 138
• 4.1 광고 개요 및 제작 배경 ··································································· 138
• 4.2 기술 분석 ···························································································· 141
• 4.3 구성 분석 ···························································································· 142
• 4.4 색채 분석 ···························································································· 143
• 4.5 사운드 분석 ························································································ 144
• 4.6 전파 분석 ···························································································· 144
• 5. 타오바오 사례 분석 ················································································· 145
• 5.1 광고 개요 및 제작 배경 ··································································· 145
• 5.2 기술 분석 ···························································································· 148
• 5.3 구성 분석 ···························································································· 149
• 5.4 색채 분석 ···························································································· 150
• 5.5 사운드 분석 ························································································ 151
• 5.6 전파 분석 ···························································································· 151
• 6. 생성형 AI 광고 사례 비교 분석 ·························································· 152
• 6.1 AI 기술 비교 ······················································································ 152
• 6.2 구성 비교 ···························································································· 154
• 6.3 색채 비교 ···························································································· 155
• 6.4 사운드 비교 ························································································ 157
• 6.5 전파 효과 비교 ··················································································· 158
• 6.6 소결 ······································································································ 159
• Ⅶ. 스타벅스 홍보영상광고 개발 연구 ·················································· 161
• 1. 브랜드 대상의 선정 및 개발 목적 ······················································· 161
• 1.1 브랜드 대상의 선정 ··········································································· 161
• 1.2 개발 목적 ···························································································· 162
• 1.3 생성형 AI 개발 대상의 연구 설명 ················································ 163
• 2. 스타벅스 관련 소개 ················································································· 163
• 2.1 스타벅스 기업 개요 ··········································································· 163
• 2.2 브랜드 커뮤니케이션과 디지털 전략 ············································· 166
• 2.3 스타벅스 브랜드 시각적 특성과 커뮤니케이션 스타일 ············· 167
• 3. AI 기반 스타벅스 홍보영상광고 제작 프로세스 ······························ 168
• 4. 스타벅스 홍보영상광고의 콘텐츠 디자인 과정 ································· 172
• 4.1 영상 배경 조사 ··················································································· 172
• 4.2 창의적 구상 방향과 인물 설정 ······················································· 173
• 4.3 스토리보드와 프롬프트 작성 ··························································· 174
• 4.4 텍스트-투-비디오 제어 전략 ·························································· 176
• 4.5 편집과 후반작업 ················································································ 177
• 5. 이야기 내용 서술 ····················································································· 179
• 6. 스타벅스 AI 영상광고 디자인 제시 ···················································· 180
• 6.1 시간의 틈 사이에서 당신만의 순간을 추출하세요 ····················· 180
• 6.2 커피의 여정 ························································································ 186
• 7. 홍보영상광고 개발 검증 ········································································· 190
• 7.1 인터뷰 기록 ························································································ 190
• 7.2 소결 ······································································································ 194
• Ⅷ. 결론 ············································································································· 195
• 1. 연구 요약 ··································································································· 195
• 2. 시사점 ········································································································ 196
• 3. 연구의 한계점과 향후 전망 ··································································· 199
• 참고문헌 ········································································································· 202
• 부록 ················································································································· 209
• Abstract ·········································································································· 213