영상광고의 크리에이티브 동향에 관한 탐색적 연구 : 한국과 일본의 광고제 수상작을 중심으로

Due to the advancement of technology, the media platform is growing continuously, showing various forms regardless of time and places. Accordingly, the media area that consumers come into contact with is not limited as in the past, and consumer behavior is actively changing. In particular, in the advertising, indirect contact with consumers has become possible through related fields such as the press, broadcasting, and movies. Consumers can communicate effectively through various media platforms. Therefore, the media and marketing field among the advertising area are rapidly growing, and systematic and effective methods continue to emerge. Among the areas of advertising, however, since the creative field is subjective and fluid to some extent compared to the media and marketing fields, there are few methods to be improved through systematic analysis or evaluation. In addition, there are many studies related to advertising effects, such as the influence of advertising creative elements on brand image and consumer attitudes in academia while the amount of in-depth research on the expression of advertising creative elements of expression is small. This study is aimed at two things: one is to make the first step to lay the foundation for developing a model of the evaluation of advertising creative expressions in the future through studying prizewinning works from advertising awards of Korea and Japan by analyzing in depth the elements and ways of expression, which are the most primitive and essential parts of the advertising creative field. The other is to build an environment in which positive and effective communication between advertisers and consumers can be sustained by creating a balanced development of the advertising area that is, a positive synergy effect between the fields of marketing, media, and creative through repeating the stepwise research.