국어 교육의 성과를 높이기 위한 광고의 활용 방안 = Application of Advertising to Increase the Performance of the Korean Language Education

다국어 초록 (Multilingual Abstract)

The aim of application of advertising in the Korean education is to improve the performance of education by utilizing the characteristics of advertising. In order to take advantage of the advertising in Korean language education, it is essential to understand the advertising itself and idea generating process. To be more cinvincing and appealing, every advertising starts with strategy. There are 2 strategies, one is strategy of U.S.P. and the other is of brand image. And after devising a strategy, it is needed to generating ideas which can persuade consumers effectively, by using methodology through metaphor. The exsiting textbooks must overcom 2 problems. Bias for public announcement advertising, and trend to focus on the language. And there are 3 educational proposition by using advertising in Korean language education. First, concept exrtaction based on strategic thinking, Second, ideas developed through the metaphorical methodology, and developing adequate expression for the target consumers.