한국적 광고 크리에이티비티에 관한 연구 = A Study of Korea Style Advertising Creativity

다국어 초록 (Multilingual Abstract)

Global marketing has been introduced to Korea to let advertisement business in Korea meet the era of globalization. What solution is good for the advertisement business to reinforce international competitive edge by effectively persuading consumers in the world who have different cultures?
They accept advertisement message in different way based on different culture between the East and the West. Under such a situation, what kinds of korean style advertisement ways are suitable?
To express Korean style advertisement, introduction of typical scenery in Korea is thought to be unsuitable. Instead, value sense of Korean poeple as well as cultural orogin should be introduced. Thus, the purpose of the study is to clarity features of Korean people, who understand origin of Korean culture, Korean spirit and customs, and furthermore presents creativity ways of Korean style advertisement based on excellence of Korean culture, cultural features, inherent psychology of Korean people, relations between culture and advertisement, cultural taboo in international communication and other literature oriented study.

목차 (Table of Contents)

• Ⅰ.서론
• Ⅱ.문화와 광고
• Ⅲ.한국인의 문화유형
• Ⅳ.국제커뮤니케이션에서의 금기
• Ⅴ.한국적 광고크리에이티브
• Ⅵ.결론