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대중매체에서 나타나는 간접광고 효과와 온라인에 관한 연구 -온라인 매체의 PPL을 중심으로-
전양덕 ( Yang Deok Chun ) 한국정보디자인학회 2011 정보디자인학연구 Vol.16 No.-
현대는 보다 다양한 광고효과를 노리려는 인식의 확산으로 기업에서는 마케팅의 일환으로서 간접광고를 내세우게 되었고, 자사의 물품을 홍보하기 위해 각 매체에 지원을 제의하는 사례가 점점 늘고 있다. 그러나 지금까지는 드라마, 영화와 같이 제한 적인 매체에 치중하고 있는 것이 현실이었다. 그러나 새롭게 만들어지는 많은 상품들을 소비자에게 인식시키기 위해서는 기존의 광고시장은 점점 협소해 지고 소비자의 관심 또한 새로운 매체로 전이되고 있는 상황이 전개되었다. 그리고 새로운 매체의 출현에 따른 커뮤니케이션 환경의 변화는 이를 활용하여 상품을 광고하는 마케팅 환경에 많은 영향을 주었다. 그러나 이제까지 인터넷의 사회적 파급력에 비해 마케팅 솔루션이 부족했던 것이 현실이다. 이에 국내에서 온라인 공간에서의 PPL이란 시도는 인터넷 브랜드사와 같은 지속적인 연구와 개발이 필요할 것이다. PPL 광고의 효과는 입증되었고, 그 시장의 성장은 예측되어진 상황인 것이다. 이에, 본 연구에서는 드라마와 영화 등 문화콘텐츠의 연구를 바탕으로 온라인 광고에서 나타나는 PPL의 다양화를 시도하고 앞으로의 발전방향에 관한 방안을 모색하고자 한다. By seeking a wider range of modern advertising company trying to spread awareness as part of a marketing display ads and indirectly, to promote its goods to each medium to support the growing number of cases that can bid. However, until now, drama, film, such as limiting the reality is that the media was focusing on. However, newly created in order to recognize the many goods to the consumer ad market is getting smaller and existing consumer interest is also a situation where the transition to a new medium was developed. And the emergence of new media communications environment according to the change in product advertising and marketing to take advantage of this environment has affected a lot. However, the society than ever internet marketing solutions to the shortage is real. PPL is in the online space in this country tried four brands, such as the Internet, ongoing research and development will be needed. PPL has proven the effectiveness of advertising, the growth of the market situation was predicted would be. Therefore, this study of cultural content such as movies and dramas based on the study appearing in the online advertising PPL is trying to diversify the direction of future development and find ways to investigate.
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전양덕 ( Yang Deok Chun ) 한국정보디자인학회 2005 정보디자인학연구 Vol.8 No.-
As our world is changing day by day, Art including Visual Design also witnesses its new category every minute. Since Art has got a diversity of ways to express itself, it often seems to have lost its way. Not only traditional Art but also new art field has lost its goal. This is why people easily assume that art has lost its way to develop. Upcoming era will be that of knowledge, information, and digital. In this trend, what the status of Art will be like in the future remains as the biggest issue. Currently, Photograph overwhelms Art. Some people do not hesitate to say that Art has disappeared. The more Photograph stands out, the further the other art field get subordinate to it, which brings abundance in its development and methodology. There are several factors in creating diverse art methodology, which do not only include the change in external surroundings but also moving factors that are caused by the changes in old media expression. Quite predictable were transaction to Collage, and the birth of Obzee during the transaction. These means the acceptance toward object and its surroundings, at the same time, the possibility to bring the new expression in the old boundary of expression. Time can be so collective that can reset the time limit of old media by working with Algorism and other statistic method. This is the result of efforts to shorten the gap of waves. They try to shorten the length of waves instead of shortening its gap directly. However, this takes considerable time. As soon as old time measure is replaced, the delay in the other time measure happens. This enables transaction from Present to Future, as well as Present to the Past. This also brings in the mobility for the Present to transfer to the other Present. In other words, Interactive media which enables spontaneous shift in present will appear. Mutual timing happens in interactive TV or place-free technology. Once the space and mobility dominates local distance, time and space will be of common possession, although they would not thoroughly match each other. However, Space copy toward space and event copy toward event must proceed. Otherwise, mutual communication will be no better than the role of remote control The only worrisom concern would be the reinforcement of control. Space copy makes simultaneous presence possible, and furthermore provokes its stretches and variations.
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인터넷 환경에서의 멀티미디어 광고디자인과 기호학적 접근
전양덕 ( Yang Deok Chun ) 한국정보디자인학회 2005 정보디자인학연구 Vol.8 No.-
There is no doubt that Humanbeings are surrounded by Sign in their everyday life. In either accidental or necessary way, Sign has already formed common ground with human life. In this regard, the study on Sign, which is called Semiotics, will surely serve as groundwork for other study including Communications. This is why some people do not hesitate to call Semiotics as one of the main 3 basic study, together with Philosophy that studies human thoughts and Psychology that does human mental structure. Likewise, Semiotics helps designers anticipate the way meaning is created, train their both analytic and esthetic insight. Consequently, it features its ability to lead designers to those of more creativity. Until recently, studies in the advertising area have been mainly about Social Science Paradigm, such as Economics, Marketing, Communications, Psychology. However, Modern broad and complex communication setting claims that current attempt to test the message delivery in practical and statistical measure can bear huge chance of error. In other words, when it comes to the message, what is the most important is not how correctly it has been delivered but how it actually works as a text and affects. While texts in books are so linear, sequential, and concrete that reflects designers` intention only, hypertexts are so non-linear that users or visitors can search for their own meaning randomly by editing and analyzing the texts on their own. Likewise, Semiotics gives birth to the study on the way meaning and value are created through presence, and to the scientific and logical creativity that is contrast to the intuition-oriented design or its analysis. Among diverse Semiotical approaches including multimedia advertising design on internet setting, humor can be the most similar concept to Humanism by Semiotic standard. Recent study shows that humor is the most effective way to boost click rate on commercial banner on websites which are also sort of hypertext. Another effective way to create humorous message or visual humor will be a thorough understanding of ‘pun’ concept, which utilizes tricks on homonym. Accordingly, Semiotic methodology that helps create diverse meanings out of fixed text can surely be the necessary approach toward creativity of the multimedia advertisements in this new era on Internet.
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전양덕 ( Yang Deok Chun ) 한국정보디자인학회 2004 정보디자인학연구 Vol.7 No.-
In the 20th century which is called ‘the age of the science technology’, the so-called ‘mainstream’ art works took an attitude of the conservative toward new technologies. Here is a good example. How long did it take for photograph works to be born and to be actually acknowledged by the gallery? It actually took almost one hundred years. But, here is happening more interesting change. About new media works these days, this conservative mainstream gallery is indeed showing more active interests. Gradually, multimedia is now playing a role as a connecting vehicle bridging science and arts, which was developed as one area of human studies from the very first time of the mankind history. Before the birth of enlightenment idea, art existed as a part of the routine life rather than a specialized subject. Industrialism`s emphasis on the efficiency and the specialty led each part of the life to be separated to each subject and to speak their own unique different languages so that each subject could not communicate anymore by the middle of the 20th century. However, the birth of multimedia brought a radical change into this separation. Now the science and art do not only start to communicate again, but also integrate into one as they used to be, as in the software works. In a way, multimedia art is an outcome of the trial to find a substitute for the 500 year letter-civilization. The shift from the left brain oriented text to five sense oriented multimedia text liberated human beings from the linear mental system that the letter civilization charged. Historically, art has been seen as a mirror reflecting the contemporary human life. Still, the introduction of ‘association’ and ‘collaboration’, would make the mirror of the multimedia, which is based on computer operation, be better than that of the past. In this sense, multimedia is not a completed innovation. Rather, the definition of it lies on the discovery process to find how it would communicate and interact with the mental universe. So far, we have discussed the integration into art driven by multimedia, through the analysis on previous studies, aesthetic root, societal effect, and revolutionary potentiality of it. Only after fifty years from the birth of ENIAC, the world`s first computer, ‘ubiquitous environment’ has become our new hot potato already, and the denial to the traditional boundaries of genre and its union has risen to a new cultural code. Digital technology opened us a new world of unprecedented amount of information and knowledge. For now, it is a new duty for cultural producers to produce new meanings out of this abundant information. To produce meaning is to open a new set of world. And to make this new world more charming, the brains of the scientists, the hearts of the poets, and the eyes of the artists are prerequisites to cultural producers, just like somebody had mentioned before. Now we are ready to behold the appearance of the new Renaissance man, the 21st century version of a whole man.
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