뉴 미디어 시대의 TV광고 영상제작에 관한 연구 = A Study on the TV Commercial Production in New Media Era

다국어 초록 (Multilingual Abstract)

This paper is to study about producing TV commercials whose role and broadcasting system are changing in an era of new media. As the days are past when TV commercials were broadcasted only on TV monitors, we need to develop TV commercials optimized for mobiles with small screens. The theories for producing existing movies or TV commercials are adopted for producing TV
commercials using mobiles as well. The basic principles are the same, such as you should take more close-ups than movies on wide screens, should produce and broadcast TV commercials of high-quality, and the ones with some fun. Nevertheless, while exploiting the basic principles fully, we need to employ innovative methods or techniques that nobody has ever tried. It is also a good idea to link home shopping web sites so that one can purchase the product in commercials immediately after watching commercials. In addition, as mobiles are extremely personal media unlike TV, we should produce commercials after fully analyzing the watching behavior of consumers. This study suggests that we need to provide the consumers with amusing and touching commercials so that they can share them with as many friends as possible.