TV광고 표현에 나타나는 스타일 유형 연구 - 아리스토텔레스의 시학 드라마 형성소를 중심으로 - = A Study on the Types of Styles Shown in the Expression of TV Advertisement - focusing on Aristotle`s poetics plastic elements of drama -

다국어 초록 (Multilingual Abstract)

This study introduces various expressive types and classifying methods of TV advertisement which has been classified through previous literature review and advanced research and furthermore analyzes the expressive types of domestic and overseas advertisement through the way to classify six dominants based on the Aristotle`s theory of drama`s plastic elements newly suggested by this researcher.
Using the new way of classification by the theory of drama`s plastic elements, this article compares, analyzes, and classifies the 2009 and 2010 winners of the three greatest international advertising festivals, `Clio Awards`, `New York Festivals`, and `London International advertising Awards` whose authority has been acknowledged internationally. Moreover, this study analyzes the expressive types of local TV advertisement with the top 100 among the 2010 advertisements posted in the websites specialized in TV advertisement of which authority has been recognized domestically.
For the analysis, two directors who once worked at the advertising agency specialized in producing CF and one advertisement image expert participated. Each type was explained, and the advertisements were analyzed cooperatively. Each expert was made to watch the advertisements through DVD or data file type movies and mark the plastic element playing roles as the strongest dominant among the six plastic elements in the proper types of TV advertisement styles.
Through this analysis, this paper examines which type of TV advertisement is loved the most by local or overseas consumers and also the implications of the result.

참고문헌 (Reference)

1 신중현, "해외TV광고 수상작의 표현전략 연구" 신문방송대학원 2002

2 마리타 스터르큰, "영상문화의 이해" 커뮤니케이션북스 126-127, 2006

3 타나카히로시, "신광고심리" 엘지애드 281-, 1993

4 아리스토텔레스, "시학" 문학과 지성사 28-29, 2005

5 김태영, "광고표현의 문화적 차이와 광고효과에 관한" 서울대학교 대학원 1996

6 톰 앨스틸, "광고크리에이티브 전략" 커뮤니케이션북스 2008

7 "http://www.tvcf.co.kr"

8 "http://www.basisnet.co.kr"

9 "New York Festivals"

10 "London International advertising Awards"

11 "Clio Awards"

12 신중현, "CF 제작론" 커뮤니케이션북스 2001

13 Dupont, "500가지 광고이미지" 예경 102-, 2001