TV 광고에서 나타난 동물 캐릭터에 관한 연구 - 의인화 캐릭터를 중심으로 -

초록

The final goal of advertising is effectively passed the commercial messages and idea to consumers as targets to promote the desire of consumers to buy goods. That is the role of a character in that ad serving to forward messages on behalf of the advertising in order to achieve the purpose of advertising. This study examines the effect of the anthropomorphic animal characters appear in TV ads and characteristics and the current situation and the type of anthropomorphic animal characters. January 2009 to December 2013, over the five years animal character TV ads is 110 pieces, anthropomorphic animal characters TV ads were a total of 83 pieces, used to be the subject of this study. The status of each item through anthropomorphic animal characters in TV ads, TV commercials of the year stars, the type of anthropomorphic animal characters. With the increase in the number of characters advertising animal characters advertising showed an increasing trend, whill using anthropomorphic animal characters of advertising also expanding. Rabbits, dinosaurs, hippos, tigers and birds are often used in TV ads as anthropomorphic animal characters. So advertising can get more attention and to improve the desire to buy of consumer. Anthropomorphic animal characters can give consumers more kindness, more interesting transfer product information, advertising costs are less.

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