TV광고에서의 브랜드캐릭터 유형 분석 : 내러티브와 의인화를 중심으로

초록

This study categorized brand character in perspective of narrative and personification in literature and analyzed how these categories were represented in advertisements related with product types. The results are as follows. First, statistically significantly, more dramatic indirect discourse was found in the advertisements of hedonic products than first-person direct discourse, while more first-person direct discourse was found in the advertisements of utilitarian products than dramatic indirect discourse. Second, the personification types were not found statistically significantly between product types. Third, with respect to involvement, in the advertisements of low involvement products were represented more dramatic indirect discourse than first-person direct discourse; in the advertisements of high involvement products more first-person direct discourse. These findings suggest that the narrative and personification construct in literature can be applied to explain and give effective guidelines to the practical strategies of brand character, as well as available to categorize brand character in advertisements.

키워드