영상광고에서 캐릭터이미지가 브랜드 가치에 미치는 효과 = Effects of Character Image on Brand Value in Advertising Design

다국어 초록 (Multilingual Abstract)

A character image in CF is distinguished in getting familiar with and being remembered by the public as it makes strong appeal on the basis and plays rationally and emotionally persuasive role purposing visual communication. Recently application of character does not extend only to image publicity and advertising models but widely to visual and multimedia designs also.
The character is an visual matter which is distinctively characteristic in itself. We create character to symbolize other things such as enterprises, organizations, products, services, ideas, and so on, Sometimes it exits for itself. We call character the process or work of expressing the feeling in human mind by using signals and pictures. And we can create a character by adding graphic ingredients to a products. By doing this, a product is renewed and vitalized. Because the visual satisfaction of purchasers as well as the function of product can arouses the purchasing power, the character plays an important role in purchase behavior.
Therefore, to bring up the designers who have professional experience and originality, the decisive investment in development is needed. Success of marketing depends on how well the brand or product of a corporate is known to consumers, which is assessed as value of the brand itself. So a character is highlighted as
one of important instruments representing competitiveness and image of a corporate in business strategy to improve recognition of its brand. This study examined effects of character image on brand value in CF to suggest desirable directions of characters for their brands to grow to be global ones.

목차 (Table of Contents)

• 1. 서론 1
• 2. 영상 캐릭터의 특징 및 요건 2
• 2.1 영상광고 캐릭터의 이해 2
• 2.2 캐릭터의 기능적 요건 3
• 3. 캐릭터와 브랜드의 상관성 4
• 3.1 브랜드 이미지와 브랜드 아이덴티티 4
• 3.2 캐릭터와 브랜드 이미지의 상관성 4
• 4. 글로벌 브랜드의 가치 및 사례 5
• 4.1 글로벌 브랜드의 필요성 5
• 4.2 글로벌 브랜드의 전략과 자산가치 5
• 4.3 캐릭터를 이용한 영상광고의 성공사례 7
• 5. 결론 8