해외 TV광고 수상작의 표현전략 연구 : 역설(Paradox)적 표현을 중심으로 = (A) study on the effective promotion of award-winning foreign TV commercials

다국어 초록 (Multilingual Abstract)

The advertising budget of Korea, 52 thousand billion won, ranks second in Asia following Japan and 8th in the world. Moreover, broadcasting media takes 44% in the media consumption. Although being highly qualified in the world, the creativity is less qualified, though.
It is no easy to discuss the quality of advertising with objective stance, since the cultural differences surely affect the advertising. Now, our creativity should develop as the scale of advertising budget advances. Most of all, as consumers evolve, companies realize that our brands have to struggle with competitors in the international markets.
These days, consumers are eager for what are simple and stimulate their minds. In fact, they do not understand with their brains but they want to feel with their five senses. Korean advertising industry should aim to take creative approaches through highly artful pursuit, and it is necessary to have the creative counter-thought, paradoxical thinking. In terms of advertising volume, it is problematic for Korea to have showed its unsuccessful performance in reputated international advertising contests. Moreover, multinational advertising agencies have incresingly overruded Korean advertising agencies. With this sense, the current study aims to assure the necessity of improving fundamental structures of Korean advertising and transition of ideation. A step further, it is proposed how to improve the Korean advertising by comparing to advertising works awarded in qualified international contests.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 문제제기 및 연구목적 = 1
• 제2절 연구절차 = 2
• 제2장 광고의 표형 전략 = 3
• 제1절 표현전략의 개념 및 광고표현의 전략적 배경 = 3
• 제2절 표현전략의 분류 = 13
• 제3절 문화적 차이에 따른 광고표현의 차이 문헌연구 = 17
• 제3장 역설적 표현에 관한 일반적 고찰 = 26
• 제1절 역설의 정의 = 26
• 제2절 역설적 사고발상과 역설적 표현의 유형 = 27
• 제4장 연구문제 및 연구방법 = 44
• 제1절 연구방법 = 44
• 제2절 연구방법 = 45
• 제5장 칸느광고제에 관한 개관 및 내용분석 = 47
• 제1절 칸느국제광고영화제에 관한 개관 = 47
• 제2절 칸느광고 수상작 영상 분석(1995-2000) = 47
• 제3절 분석결과 = 58
• 제6장 결론 = 61
• 제1장 연구결과 요약 = 61
• 제2장 연구의 한계 및 제언 = 67
• 참고문헌 = 68
• Abstract = 72