디지털 영상에서 효과적인 정보전달을 위한 시뮬라시옹의 사례 분석에 관한 연구 - 자동차 TV광고 중심으로 -

초록

In today"s industrial society, advertisements play a significant role in our lives and its influence upon our society is great. And, now advertisements exist as inevitable messages in our lives conveying stronger messages and information through imaging. In addition, the viewpoint for advertisements has been changed a lot and advertisements affect economy, society and culture etc. and they are the practical aura dominating profits of a company. Accordingly, this study analyzed the effect of advertising through simulation in automobile TV advertisements among digital imaging contents to arouse aura, and the representation by visual perception and communication patterns and if the automobile TV advertisements using simulation has more excellent advertising recollection and brand recognition than traditional TV advertisements in the communication with consumers (recipients) due to the communication effects of simulation. And, as results of the analyses, it was found that the hyper-reality through simulation in the automobile TV advertisements raises the qualitative level of advertisements and simulation is an important part of the next-generation imaging contents to make high quality communications with consumers, and it is expected to be a new trend to make the most of the characteristics of TV advertisements from now on.

키워드