TV드라마 PPL광고의 방송법 개정 이전과 이후의 비교조사 연구

다국어 초록 (Multilingual Abstract)

Today, due to the change of information gain method, companies are seeking more effective and positive way from promotion method that was focused on offline. Image media is actively used to see the reaction of consumer before the product is released, or to improve brand awareness, and the media with the biggest power of influence is PPL advertisement in TV Drama or entertainment programs. Since PPL advertisement is continuously exposed, as a main character shows the scene that the product is actually used to consumer, it naturally gives people desire to purchase, and at the same time, it makes people to have positive image on the brand and accept it more easily. In this study, PPL advertisement expression was comparatively analyzed from the cases before and after the revision of broadcast act by focusing on TV drama PPL advertisement which changed by deregulation of broadcast act on January 2010, and based on case studies, the method to establish effective PPL advertisement strategy was studied to improve brand awareness and image. Today, as a direct PPL advertisement of product became possible by deregulation on indirect advertisement, companies now can repeatedly expose a certain product, and it was connected to the sales. Also, the conclusion was found from case study that the effect will be greater when PPL product properly blends with flow of drama and characteristic of brand, and in order to have this effect, sometimes, story should be changed, thus cooperation that considered PPL needs to be done from the initial stage of production of drama. PPL advertisement which is gradually being more active establishes brand image from proper story telling rather than just showing the product, and as a product is arranged to be naturally delivered to the scene, the new direction for future PPL advertisement could be proposed.

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