한국적 정서로 표현된 ‘정(情)’과 ‘효(孝)’의 디자인 연구 TV광고 사례를 중심으로 = Design study of 'Affection' and 'Filial Piety' Expressed in Korean Emotion Focused on TV commercials

다국어 초록 (Multilingual Abstract)

Korean emotion can play an important role in forming emotional consensus in advertising by expressing the condensed feeling that implies socio - cultural values of Koreans. The purpose of this study is to analyze the advertising campaigns that have been conducted for a certain period of time using Korean emotion, and to search for the messages of the advertisements embedded in them.
Therefore, we analyzed the elements forming Korean emotions, and analyzed Affective, which represents Korean emotions in economic factors and Filial Piety in Confucian thought in cultural elements, through the research.
The results of this study are as follows: First, advertising campaign of Orion Choco Pie expressed in Korean emotion. The ‘Affection Campaign’ has naturally digested simple and recognizable content. Orion has put Choco Pie in Korea's own affection called ‘Affection’ so that consumers can settle into one another. In addition, our nation emphasized affection, and it was able to convey the message of advertisement because it contained Korean character called affection. Secondly, Kyungdong Navien boiler ‘Filial Piety’ series advertisement expressed in Korean emotion. Kyungdong Nabeun boiler advertised the story of two propositions, “Parents in the country” and “Cool mind”, and it resonated with many people. In addition, 'Filial Piety' among Korean emotions is used as an advertising strategy to naturally recognize products to consumers, and it is an advertisement that once again awakens the Korean emotion in society. Affection and Filial Piety, which contain Korean emotions, are used to promote Korean culture and emotions in accordance with the changing society and culture, while at the same time seeking new things in terms of social contribution. You will be able to lay the foundations for advertising with emotions.