지방자치단체 주관 문화이벤트의 광고 켐페인 사례연구 = (A) Study on the Communication Campaign of Cultural Events Hosted by Local Governments in Korea

다국어 초록 (Multilingual Abstract)

This study includes various cases of Communication Campaign for the Cultural Events hosted by Local Self-Governments in Korea.
These days, increasing numbers of Local Self-Governments have tried to host culture-based expositions and events.
As a result of the rapid growth policy until now, there were repeated growths in the economy during a short time span. However, the truth is, problems regarding the widening regional gaps were exposed and relatively the government could not bring a big change to culture service for the citizens.
During all this time, beginning with the Kwang-ju Biennial, which was held for the first time in 1995, there has been an innovational change of local self-governments supervised culture event. Functions such as Kyongju World Culture Expo, Kangwon tour expo, Goyang world flower exhibition, Cheongju international crafts biennial, and so on have been flourishing with the goals to develop the local community and promote culture enjoyment, construct economic foundation of cultural arts, etc.
This brought a substantial response from the local community.
These functions not only represent local community, but they are taking position as the root of cultural identity.
On the other hand, with the full-scale enforcement of the provincial self-governing system, regions are confronted with the demand to expand their self-reliant skills. The situation has reached a point where each province must work out a strategy to survive the fierce competition.
The rise of region events, as the result of the administration actively confronting these desires, received foreign evaluation that is administration becoming more about culture, service, and events.
In this study, large events that were supervised by the government along with the World Cup was excluded from the study's frame. Instead, the study was limited to culture-related events that were supervised purely by the provincial self-governing body. Especially by focusing the study on functions held after the year 2001, effort was made for the study to be lively and practical, fully reflecting on recent trends.
It is estimated that such studies about advertising and promotion activities for chief culture-related events, future research about advancements in Korean culture content industry, and creation/developments of new grounds contribute to appropriate scientific foundation.
This can improve productivity and efficiency in advertising, design, and promotion fields of culture contents, and thus be able to present an appropriate, practical plan.
In behalf of this, among the chief functions held until now, five campaigns will be chosen and in one place as an example of Japan. While each function is being held, it begins with big expectations and fascinations over its amusing contents, but holding psychological reasoning that as time goes by people start to lose interest and spectators slowly decrease, each function's advertising and promotion activities were analyzed and reviewed, and each campaign's relative importance and role was reviewed.
The present condition of chief local self-government hosting culture events held domestically and their advertising and promotion activities were examined. Especially retracing the promotion and advertising activity procedures of the world pottery expo, which is rated as the most successful event after the year 2000, will be meaningful because it will take on a milestone role in various functions that will be held in the future.
While the general public concern about the culture industry was short, we entered into the new millenium where the rapid increase of local self-government supervised culture events are needing more and more guidance from professional planners, from composition and planning to execution. The substantial culture lifestyle of citizens where citizens and governments are reconciled with harmony makes us realize that we are at a significant turning point to continue expanding so that henceforth, it will be a function living up to its proposition as a function that offers opportunities.
This study hopes that functions in our country, which is endeavoring to get a step closer to becoming a culturally developed country, will play a basic role in civil undertaking concepts of promotion and advertising activities to occupy the first place, instead of the indifferent attitude that has been repeated time and again.

목차 (Table of Contents)

• 목차
• Ⅰ. 서론 = 1
• 제1절 연구목적 = 1
• 제2절 연구범위 및 방법 = 3
• 1. 연구문제 및 범위설정의 기본방향 = 3
• 2. 연구의 범위 = 3
• 3. 연구방법 = 3
• Ⅱ. 지자체 주관 문화이벤트의 일반적 배경 = 5
• 제1절. 지자체 주관 문화이벤트의 개념 및 정의 = 5
• 1. 지자체 주관 문화이벤트의 일반적 개념 및 정의 = 5
• 2. 지자체의 종류 = 6
• 3. 지방 자치 단체의 이벤트 실시 배경 = 6
• 제2절. 행정홍보 수단으로서 문화이벤트 광고 캠페인 특성 = 9
• 제3절. 지자체 주관 문화이벤트의 특성 = 10
• 1. 문화이벤트의 개요와 사업목적 = 10
• 2. 문화이벤트 행사의 관광적 가치 및 향후 전망 = 12
• 3. 문화관광축제의 추진배경 = 13
• 4. 추진전략 = 14
• 5. 지자체 주관 이벤트의 육성 및 지원내용 = 14
• Ⅲ. 국내 주요 지자체 문화이벤트 현황 = 16
• 제1절. 문화이벤트와 문화관광이벤트, 엑스포의 개념 석명 = 16
• 제2절. 문화관광축제현황 = 18
• 제3절 상설 문화관광 프로그램 현황 = 22
• 제4절. 문화관광축제 이외의 문화이벤트 현황 = 24
• 제5절. 분석대상 행사 선정의 기준 = 25
• 1. 문화, 예술적 특성이 부각되는 행사 = 25
• 2. 장기간 개최 행사 및 수도권 중심 행사 = 25
• Ⅳ. 국내 주요지자체 문화이벤트 광고 캠페인사례 분석 = 27
• 종합개요 비교분석 = 27
• 제1절 고양세계꽃박람회 광고 캠페인 분석 = 29
• 1. 고양세계꽃박람회의 광고 캠페인 개요 = 29
• 2. 고양꽃박람회 단계별 홍보전략 개요 = 31
• 제2절 광주비엔날레 광고 캠페인 분석 = 33
• 1. 광주비엔날레 광고 캠페인 개요 = 33
• 2. 홍보전략 개요 = 34
• 3. 광주비엔날레 광고 캠페인에 대한 평가 = 45
• 제3절 경주세계문화엑스포 광고 캠페인 분석 = 47
• 1. 경주세계문화엑스포의 광고 캠페인 개요 = 47
• 2. 경주세계문화엑스포의 단계별 홍보전략 개요 = 48
• 3. 경주세계문화엑스포의 광고 캠페인에 대한 평가 = 55
• 제4절 청주국제공예비엔날레 광고 캠페인 분석 = 56
• 1. 청주국제공예비엔날레의 광고 캠페인 개요 = 56
• 2. 청주국제공예비엔날레의 홍보 기본전략 = 56
• 3. 단계별 홍보 전략 = 57
• 제5절 세계도자기엑스포의 광고 캠페인 분석 = 66
• 1. 세계도자기엑스포의 광고 캠페인 개요 = 66
• 2. 세계도자기엑스포의 홍보전략 개요 = 66
• 3. 인쇄홍보물 제작개요 = 71
• 4. 도자기엑스포의 광고 캠페인에 대한 평가 = 75
• Ⅴ. 외국 사례 분석 = 81
• 일본의 지역이벤트 광고홍보 캠페인 = 86
• Ⅵ. 결론 - 지자체 문화이벤트 광고캠페인 개선방안 제안 - = 88
• 제1절 행사별 사례 연구를 통한 효율적 홍보체계의 도출 = 88
• 1. 각 행사 단계별 광고 캠페인의 특성 비교 = 88
• 제2절 경험사례를 통한 개선방안 제안 = 92
• 1. 지자체 주관 문화이벤트 광고 캠페인 개선 방안 검토 요목 = 93
• 2. 결어 = 97
• 참고자료 및 문헌 = 100
• 尾註 = 103
• Abstract = 105