디지털미디어시대의 TV 광고의 수사적 표현유형과 적용사례에 관한 연구 (2005년-2008년 국내 TV-CF를 중심으로) (A Study on the changes of rhetorical expression pattern on TV-CF and the application cases in digital media era (focused on domestic TV-CF between 2005-2008))

서지정보

· 발행기관 : 한국기초조형학회
· 수록지 정보 : 기초조형학연구 / 9권 / 5호 / 240 ~ 249페이지
· 저자명 : 백주연

초록

Changing media of advertising in digital media era happened. In society, integrated communication message of new method that can do reflect with social cultural trend between advertising and consumers demand. It is creative advertising justly. Therefore, creative advertising method sets in change of era and changed.
Advertising can be talked that is persuasion communication and interest that put creative advertising center and consequences of marketing that function of entertainment. Rhetorical expression in advertising does to deliver well advertising message to consumers and remember advertising.
Also, rhetorical expression in advertising acts as intermediate that derive consumer's attitude change and lead purchase action because do to recognize product or company's brand certainly. Rhetorical expression of advertising's direction must be able to deliver strong message as leader of advertising strategy.
The application of creative advertising method and rhetorical expression of advertising that this research changes with advertising media change of digital media era & pattern changes ocean describe. On new era, need correct media of advertising practical use method and advertising content's development. Furthermore, I expect advertising content's birth of new form because of pattern changes of rhetorical expression of advertising.

영어초록

Changing media of advertising in digital media era happened. In society, integrated communication message of new method that can do reflect with social cultural trend between advertising and consumers demand. It is creative advertising justly. Therefore, creative advertising method sets in change of era and changed.
Advertising can be talked that is persuasion communication and interest that put creative advertising center and consequences of marketing that function of entertainment. Rhetorical expression in advertising does to deliver well advertising message to consumers and remember advertising.
Also, rhetorical expression in advertising acts as intermediate that derive consumer's attitude change and lead purchase action because do to recognize product or company's brand certainly. Rhetorical expression of advertising's direction must be able to deliver strong message as leader of advertising strategy.
The application of creative advertising method and rhetorical expression of advertising that this research changes with advertising media change of digital media era & pattern changes ocean describe. On new era, need correct media of advertising practical use method and advertising content's development. Furthermore, I expect advertising content's birth of new form because of pattern changes of rhetorical expression of advertising.

참고자료

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