영상광고 표현의 허구성, 모호성에 대한 전문가 집단의 평가 연구 = 사진, 일러스트레이션, 자막카피 활용을 중심으로

다국어 초록 (Multilingual Abstract)

This study aimed to offer aid for creativity in domestic advertising by analyzing creative factors such as photographs, illustrations, and subtitles. For this purpose, in-depth interview was exploratively conducted to current and former judges of domestic-international awards. The results are analyzed on theoretical background concerning fictionality, and ambiguity. The major findings of the in-depth interview are as follow. First, interviewees showed almost the same preference for fictional versus real expressions. Second, respect of usage of subtitles, minimization was recommended by multiple interviewees. Some operational suggestion was given to creative personnels with these results.

참고문헌 (Reference)

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