광고 크리에이티브와 광고서사에 관한 연구 = TV 광고 서사를 중심으로

다국어 초록 (Multilingual Abstract)

Nowadays, the needs of differentiated advertising strategies are necessary for getting customers’ interest to meet the consumption. Although advertising narration is one of important differentiated strategies, comparative study is not so many for advertising narration differentiation studies.
The purpose of this study is proposing one creative improved advertising alternative for advertising message and narration through solving four problems: firstly, The structure to keep consistency of advertising narration; secondly, the differentiated advertising narration among different companies; thirdly, differentiated advertising narration in one company.
Here the author chose the strong narrative TV commercial advertising that producted from 2008 to 2011 as the research subjects, and the productions were : “Bacchus” and “Morning-care”(Dong-A Pharmaceutical), “Vita 500” Corn Silk Tea( Kwang Dong Pharmaceutical) and anti-smoking advertising (Ministry of Health and Welfare). The analysis method was that analyzed the approach method of narration structure through researching the brand development by selecting time as the basis.
For the conclusion, firstly, it is necessary for us to recognize the importance of advertising narration creative strategies after holding the consistency of advertising; secondly, we could see the wide difference in the advertising although the attributes and categories of narration are same; thirdly, although there are same difference in companies’ advertising narration, the slack relationship could also be seen; fourthly, for public advertising has the transition narrative structure comparing with the production advertising, and the function of public advertising is teaching and providing information, and the function of company advertising is persuading.

참고문헌 (Reference)

1 유기환, "프랑스 사실주의 정전(正典)소설의 스토리텔링 연구" 외국문학연구소 (34) : 173-202, 2009

2 문달주, "크리에이티브 요소를 통한 계층적 광고효과 모델에 관한 실증 연구" 한국방송광고공사 (64) : 109-137, 2004

3 한은영, "온라인광고 확대에 따른 매체별광고비의 변화" 정보통신정책연구원 2008

4 한국방송광고공사, "소비자행태조사" 2005

5 박원기, "매체별 광고도달 효과 추정에관한 연구" 한국방송광고공사 광고연구원 2009

6 장대련, "광고효과조사 선진화를 위한제안 '한국의 광고효과조사 무엇이 문제인가'" 한국광고학회 1999

7 김광식, "광고 크리에이티브 수준이 광고효과에 미치는 영향" 인하대학교 대학원 2006

8 Oxford English Dictionary Online, "narrate, v" Oxford University Press 2007

9 "http://www.tvcf.co.kr/MovieK/DetailRpt"

10 "http://www.answers.com/topic"

11 "http://www.ad.co.kr"

12 김민정, "TV광고의 서사구조분석" KAIST 2007