국제광고 효율화를 위한 우리나라 광고 현황과 전략에 관한 연구 : 광고카피 중심으로 = (A) study on the actual condition and strategy of adverisement in our country for the effectuation of international advertisement : focused on advertisement copy

다국어 초록 (Multilingual Abstract)

This thesis aimed at researching the advertisement copy to the proceeding direction of Korean advertisement entering upon the age of industrialization.
International advertisement is the one that some domestic companies publish at the foreign media or foreign language media printed in the foreign countries. This is called an export advertisement (An import advertisement means that some foreign companies advertise at home using our media).
Like this, chapter 2 discussed the theoretical background that both domestic and inter-national advertisements have the same fundamental principle though their media are different.
Chapter 3 examined the actual condition of definition and history of international adver-tisement through foreign cases since the technical study is not complete though Korean companies have highly recognized the export marketing and foreign advertisement in this time when the advertisement at the advanced countries like America,Japan and China is emerging as an important factor.
Chapter 4 analyzed the rough history of Korean advertisement copy and the advertise-ment copy of enterprises.
Chapter 5 examined the expressive characteristic and constituent elements necessary for practice and direction of copy working. Basically, the international advertisement is the same as that of domestic one, but the complex environmental factors like boundaries are involved, so detailed data on the national character, emotion, customs, practices, religion, education and economic trend to the subject country as well as the direct market of the subject goods can be said to be necessary. Also to more effectively operate various matters on the concept of theoretical inernational advertisement and practical matters on Korean advertisement copy, following measures should be taken.
First, the method of training the specialists as the international advertising personnel.
Second, the method of sharply increasing the budget for international advertisement
Third, the method of establishing the expressive strategy on the viewpoint of panglobalization to be modified with the environment of each foreign market.
Fourth, the method of discriminatively selecting the advertisement media according to the character of subject audience.
Finally, the method of adjusting the manner and enhancing the level as the international advertisement company according to the age of globalization.
It is the fact that the role of today's advertisement has been largely expanded and had an effect on the current of international economy. The international advertisement of our country has been strengthening the developmental basis of international advertisement thanks to the activities of some progressive multi-national enterprises, though its history is short.
At this time,, if scientific and rational efforts for international advertisement are searched for, our advertisement will be able to much more consolidate its position at the international advertisement market.

목차 (Table of Contents)

• 목차
• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 2
• 제3절 연구의 범위 및 방법 = 4
• 1. 연구의 범위 = 4
• 2. 연구의 방법 = 4
• 제2장 이론적 배경 = 5
• 제1절 광고의 의미와 배경 = 5
• 제2절 광고 전략의 이론적 배경 = 7
• 제3장 국제광고의 목적과 배경 = 10
• 제1절 국제광고의 정의와 형태 = 10
• 1. 국제광고의 정의 = 10
• 2. 국제광고의 형태 = 12
• 제2절 국제광고의 역사와 현황 = 13
• 1. 미국광고 = 13
• 1) 광고경향 = 15
• 2) 한국광고의 광고현황 및 발전방향 = 16
• 2. 일본광고 = 16
• 1) 광고상 수상 실력과 크리에이티브력 = 19
• 2) 광고현황 및 발전방향 = 20
• 3. 중국광고 = 20
• 1) 광고현황 및 발전 방향 = 22
• 제4장 한국광고 카피산업의 현황 = 24
• 제1절 한국광고 산업의 개관 = 24
• 1. 광고 산업의 약사 = 24
• 2. 광고비 추이 = 28
• 제2절 광고시장 개방현황 = 34
• 제3절 우리나라 기업의 카피 사례분석 = 37
• 1. 현대 자동차 : = 40
• 2. 기아 자동차 : = 41
• 3. 삼성 전자 : = 41
• 4. LG 전자 : = 42
• 5. 대우 그룹 : = 43
• 제5장 광고카피의 개요 및 효율적 광고카피 정립을 위한 전략 = 44
• 제1절 광고카피의 견해 및 입장 = 44
• 1. 협의의 견해 및 입장 = 44
• 2. 광의의 견해 및 입장 = 45
• 제2절 광고카피의 마켓팅적 목적 = 48
• 1. 광고카피의 행동적 목적 = 48
• 2. 기업 광고 이미지 목적 = 49
• 3. 광고의 종별 분류 = 50
• 제3절 매체별 카피표현 특성 = 54
• 1. 지면 광고 = 54
• 2. 전파광고 = 55
• 3. Direct Mail = 56
• 제4절 카피구성요소와 기능 = 56
• 1. 카피 구성요소 = 57
• 2. 카피작업시의 유의사항 = 60
• 1) 국내에서의 경우 = 60
• 2) 해외에서의 경우 = 62
• 제5절 문제점 및 개선방안 = 68
• 1. 국제광고 관리인력의 양성 = 69
• 2. 국제광고의 예산의증대 = 70
• 3. 표현의 개선전략 = 71
• 4. 차별적 메시지와 매체의 선정 = 72
• 5. 광고회사의 국제화 전략 개발 = 74
• 제6장 결론 = 75
• 1. 결론 = 75
• 참고문헌 = 77
• Abstract