스토리텔링 광고의 국어교육 방안 연구 = A Study on the Utilizing Methods of Storytelling Advertising from the Perspective of Korean Language Education

다국어 초록 (Multilingual Abstract)

Along with environmental changes in media development, the revised 2007 curriculum that institutes the use of media necessitates the introduction of diverse media in teaching methods. From these environmental motivations, this study sought the utilization of storytelling advertising as an educational means for Korean language education, rather than discussing the general and superficial media education.
The present study stemmed from the acknowledgement of the incumbent problems in previous curriculum that advertising education puts focus mainly on understanding activities. Thus, the purpose of this study is to investigate storytelling advertising from educational perspectives and ultimately deliver ideal method in utilizing the storytelling advertising for balancing understanding activities and expression activities.
This study defined the meaning of storytelling and that of storytelling advertising as follows; storytelling indicates a new narrative concept applicable to stories in diverse media pattern and inclusive of what has the attribute of stories, which is not limited to the act of storytelling. The concept of storytelling advertising is defined as advertising that delivers the information and value of the object through stories.
To introduce storytelling advertising properly into the body of Korean language education, it was required to examine storytelling advertising and analyze its components. After exploring diverse aspects of storytelling and the process of idea generation, the study categorized the component of storytelling advertising into linguistic, narrative, and situational components from the perspective of Korean language education. Firstly, linguistic components include copy, narration, and dialogues. Secondly, narrative components include motif, character, and a complication. Lastly, situational components include time, location, images, music and sound.
On this ground, this study presented the implementation methods of storytelling advertising in two separate applications, which aim to nurture both understanding capability and expressive capability, respectively. For enhancing understanding capability, this study proposed activity of identifying and analyzing three components of storytelling advertising, reasoning the intention of and the idea generating process of storytelling advertising, and as a further step, evaluating and criticizing the advertising from the sociocultural perspective. For enhancing expressive capability, the study proposed activity of reorganization, expecting, making a parody and applying of storytelling.
This meaning of this study lies in the benefits that students can embrace advertising in their own views, expand their capability to producing, and further acquire media- and culture-literacy.

목차 (Table of Contents)

• I. 서론 = 1
• 1. 연구의 목적 및 필요성 = 1
• 2. 선행 연구 검토 = 4
• 1) 국어교육의 매체교육에 관한 연구 = 4
• 2) 스토리텔링에 관한 연구 = 6
• 3. 연구 내용 및 방법 = 8
• II. 스토리텔링 광고와 국어교육 = 10
• 1. 스토리텔링과 스토리텔링 광고 = 10
• 1) 스토리텔링의 개념과 ‘이야기’의 정의 = 10
• 2) 스토리텔링 광고의 개념 = 11
• 2. 국어교육과 광고교육 = 13
• 1) 국어교육 대상으로서의 매체 언어 = 13
• 2) 광고의 국어교육적 수용 양상 = 17
• 3. 스토리텔링 광고의 국어교육적 활용 가능성 및 의의 = 20
• 1) 스토리텔링 광고의 국어교육적 활용 가능성 = 20
• 2) 스토리텔링 광고 교육의 국어교육적 의의 = 22
• III. 스토리텔링 광고의 이야기 양상과 구성 요소 = 25
• 1. 스토리텔링 광고의 이야기 양상과 아이디어 생성 과정 = 25
• 1) 스토리텔링 광고의 이야기 양상 = 25
• 2) 스토리텔링의 아이디어 생성 과정 = 31
• 2. 스토리텔링 광고의 구성 요소 = 36
• 1) 언어적 요소 = 37
• 2) 서사적 요소 = 38
• 3) 장면적 요소 = 41
• IV. 스토리텔링 광고의 국어교육적 활용 방안 = 46
• 1. 이해력 신장을 위한 스토리텔링 광고의 활용 방안 = 46
• 1) 스토리텔링 광고 분석하기 = 49
• 2) 기획 의도 및 아이디어 생성 과정 추론하기 = 55
• 3) 스토리텔링 광고 평가 및 비평하기 = 57
• 2. 표현력 신장을 위한 스토리텔링 광고의 활용 방안 = 59
• 1) 스토리텔링 재구성하기 및 4컷 스토리텔링 만들기 = 60
• 2) 예측하기를 통한 시리즈 스토리텔링 만들기 = 63
• 3) 패러디 및 변용을 통한 스토리텔링 만들기 = 65
• V. 결론 = 69
• 참고문헌 = 71
• Abstract = 75