광고의 플롯 유형에 관한 연구- 15초 CM를 중심으로 -

초록

In the digital era, advertising marketing is changing into interactive, long-term, and relationship marketing. These changes have emphasized the importance of storytelling. Among the elements of storytelling, 'plot' is one of the methodologies for enhancing storytelling. Currently, the majority of CMs are 15 seconds. in this study, CM is choose from the "tvcf" website and chosen by the best 67 CMs. The research method is define the concept of storytelling and plot first. find common, similarities from 20species and 36species and finally export 9 plots. Next, Two questions, which were asked in this study, were "Is a plot applied to 15 seconds CMs?" and “If so, what kinds of plots will appear in those advertisements applied with the plot technique?" This study analyzed 30 of 15 seconds CMs to answer these questions. Results showed that a plot was also applied to the 15 seconds CMs (12 out of 30 CMs). Of Course, the plot did not appear in 18 CFs (60%). However, the advertisement with plots had relatively better advertisement effects. When 12 CMs (40%), utilizing the plot method, were evaluated, the rescue plot type, the discovery plot type, the love plot type, the seeking plot type were 5 (41%), 4 (31%), 2 (16%), and 1 (12%), respectively.In conclusion, plots are not methodology that can be used only in long narrative. Plots can also be applied to 15 seconds CMs and increase the effects.

키워드