시네마틱 스토리텔링 기반 대학 정체성 홍보영상 제작연구 = Cinematic Storytelling–Driven Brand Film for University Identity

다국어 초록 (Multilingual Abstract)

This study explores the applicability of cinematic storytelling as a promotional strategy capable of transforming university brand identity (BI) into emotional audience experiences. Focusing on the case of the 30th anniversary promotional film of C University, the researcher extracted core BI values—Challenge, Connection, and Growth—and mapped them onto a seven-sequence emotional arc narrative structure. Color scripts, cinematic shot composition, and orchestral scoring were employed to construct a visual-aesthetic framework. The researcher directly planned, filmed, and edited the five-minute branded film to validate the proposed design model in practice. As a result, the video demonstrated high emotional engagement and clear BI message delivery, while modular short-form and highlight edits enhanced multi-platform promotional scalability. The findings confirm that cinematic storytelling serves as an effective approach to converting institutional identity into emotional persuasion, thereby strengthening brand resonance and encouraging behavioral conversion in higher education marketing