광고에서 사용된 비쥬얼 스캔들의 흐름과 효과 -2011년 수퍼볼 광고를 중심으로- = Effect and Flow of Visual Scandal used in the Advertisement -Focus on Superbowl AD in 2011-

다국어 초록 (Multilingual Abstract)

In our planet analogue tellies are disappearing Global broadcasting environment instigates digital switchover with fierce competition between nations. South Korea should complete digital transition by 31st of December in 2012 when analogue signal transmission will be terminated. By the time the audience who would own the analogue television set in their home could not watch the TV programmes any more and should purchase either new digital high-definition television or digital set-top box if he/she wants to see. Not only is digital switchover the rebirth of broadcasting with high-definition and high quality sound, but also the sentence de mort of analogue telly. there was an academic question as one of communication scholars whether audience positively regard as the flow of technical advance or deep considerations of broadcasters for them, or not. The purpose of this study is to reflect on the representation of contemporary with the digitalisation without any resistance as well as the remembrance of vanishing analogue television. In order to obtain the valuable consequence this study employed autoethnography as research method that is possible to look rather experimental. Further it has performed to revive the empirical memories and stimulate sympathy of contemporary through historical investigation and the factual evidences on newspapers in digital archive. Consequently it suggests implication of analogue television, which are embodied in spatial power, social and emotional meanings.

참고문헌 (Reference)

1 최귀영, "최근 광고산업에 나타난 비쥬얼 스캔들에 관한 연구" 2 : 1997

2 양미란, "일러스트레이션에 있어서 비쥬얼 스캔들 표현 연구 : 현대인의 소외에 관한 연구작품 제작을 중심으로" 성신여자대학교 1993

3 박선영, "시지각 특성과 심리진 인지 특성에 관계성 분석" 경희대학교

4 김인자, "시지각 심리를 적용한 비쥬얼 임팩트 효과에 관한 연구 : 인쇄매체 광고에서 비쥬얼 스캔들을 중심으로" 숙명여자대학교 2004

5 코래드, "광고대사전" 나남출판사 1997

6 선병일, "공익광고 일러스트레이션의 비쥬얼 임팩트에 관한 연구 : 신문, 잡지 광고를 중심으로" 홍익대학교 1993

7 "http://krdic.daum.net/dickr/contents.do?offset=A023452400&query1=A023452400#A023452400"

8 "http://cafe.naver.com/jjsmodel.cafe?iframe_url=/Article Read.nhn%3Farticleid=118&"

9 USA Today, "Superbowl AD Meter"

10 Kim Kwanf Hyup, "External Factors Affecting Advertising Memory and Liking : A Holistic Model Tested Against 10 Years of Super Bowl Data" University of North Carolina 2005