국내외 광고제 수상작의 크리에이티비티 표현 요소에 관한 연구

초록

This study aimed to suggest insights for creativity in domestic advertising by analyzing creative factors such photographs, illustration, and subtitles. For this purpose, iN－depth interview was exploratively conducted to current and former judges of international awards, and content analysis was conducted of 'Clio' awards, one of three big advertising festivals, comparing with domestic 'Korea Advertising' awards. The results are analyzed on theoretical background concerning distinctiveness theory, fictionality, and ambiguity. The major findings of the iN－depth interview are as follow. First, the interviewees were found to think of 'distinctiveness' as a criteria of advertising creative. Second, most interviewees showed almost the same preference for fictional versus real expressions. In respect of usage of subtitles, minimization was recommended by multiple interviewees. The results of content analysis are as follow. First, The usage degree of illustration was meaningfully more in Clio winners than in 'Korea Advertising Awards' winners, as much as more fictional appeals in Clio than domestic ones. Second, fewer than 2 subtitles were found more in Clio winners than domestic ones, which implicates higher ambiguity degree in Clio winners. Some operational suggestion was given to creative personnels with these results.

키워드