OTT 광고의 콘텐츠 속성 연구: 의미생성경로를 통한 이론적 프레임워크 제안

초록

The evolution of digital platforms has transformed advertising into a form of expression structurally similar to content. This study analyzes this shift by examining how advertising in OTT becomes contentified through its revenue models, narrative structures, and platform integration. Drawing on Greimas’ Generative of Signification, the research applies his three-layered model—deep structure, surface structure, and discourse structure—to explain the stepwise process by which advertising is transformed as content within platforms. A comparative case study of Netflix, TVING, and Coupang Play reveals that advertising serves as a strategic asset linked to revenue generation, aligns seamlessly with content narratives, and integrates with technological infrastructures and user experience. These findings suggest that advertising on OTT platforms function as a core component of platform sustainability and content strategy.

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