기업의 사회적 책임 광고의 디자인적 요소에 관한 연구 -화웨이(Huawei)의 CSR 광고를 중심으로- = A Study on the Design Elements of Corporate Social Responsibility Advertisements -focusing on Huawei's CSR advertisements-

국문 초록 (Abstract)

기업의 사회적 책임은 실무적, 그리고 학술적으로 관심을 받고 있다. 그러나, 기업의 물질적 혹은 비물질적 자원을 활용한 사회문제의 접근과 관련된 광고와 해당 광고의 디자인적 요소에 관한 연구는 상대적으로 제한적이다. 이에, 본 연구는 질적 사례 분석 방법을 활용하여 중국의 기술 중심 기업인 화웨이가 제작한 여섯 가지 CSR 광고를 살펴보았다. 자료의 수집은 2차 자료의 문헌 검토와 직접 관찰을 통하여 이루어졌다. 수집된 자료는 해당 광고를 CSR 유형에 따라 분류하고 색상, 구도, 타이포그래피에 중점을 두어 분석하였다. 분석결과, CSR 광고는 저채도의 난색 사용을 통한 사회문제에 대한 부정적 인식 강조, 구도적 요소의 수평적 배열을 통한 안정감 제고, 그리고 효과적 메시지 전달을 위한 가독성 높은 서체 사용 등의 특징을 보인다. 본 연구의 결과는 CSR 광고의 디자인적 요소에 대한 질적 이해를 도모한다는 측면에서 학술적 의의가 있는 한편, 기업이 CSR 광고를 효과적으로 기획하기 위한 실용적 지침을 제공한다.

다국어 초록 (Multilingual Abstract)

Corporate social responsibility (CSR) has become a focal point of interest in both practical and academic areas. Despite this attention, there is a notable gap in research concerning advertising and its design elements pertaining to social issues, particularly when utilizing a company's material or non-material resources to solve such issues. This study addresses this gap by delving into six CSR advertisements created by Huawei, a prominent Chinese technology-focused firm, employing a qualitative case study approach. Data collection involved a comprehensive documentary review of secondary sources related to the advertisements and direct observational analysis. The gathered data was examined by categorizing the advertisements based on CSR types and scrutinizing their color schemes, layouts, and typography. The analysis revealed distinctive features in CSR advertisements, such as the strategic use of low-saturated, warm colors to emphasize negative perceptions about social issues, the horizontal arrangement of layout elements to evoke a sense of stability, and the utilization of highly readable fonts for delivering effective messages. The findings of this study hold academic significance, providing qualitative insights into the design elements of CSR advertising. Additionally, this research offers practical guidelines for companies, enabling them to thoughtfully plan and execute their CSR advertising initiatives.

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