A+자료 [광고학] 광고의 소구방법에 대해 설명하고, 최근 광고 중 공포소구 광고와 유머소구 광고에 대한 예를 찾아봅시다.

소개글

"A+자료 [광고학] 광고의 소구방법에 대해 설명하고, 최근 광고 중 공포소구 광고와 유머소구 광고에 대한 예를 찾아봅시다."에 대한 내용입니다.

목차

Ⅰ. 서론······················································································································
1. 현대사회의 주된 커뮤니케이션 매개체 “광고”·····························

Ⅱ. 본론······························································································
1. 광고소구의 개념·················································································
2. 비교광고의 사례·················································································
3. 공포소구의 사례·················································································
4. 유머소구의 사례·················································································

Ⅲ. 결론······························································································
1. 의미와 가치를 전달하는 광고···························································

Ⅳ. 참고문헌

본문내용

Ⅰ. 서론
1. 현대사회의 주된 커뮤니케이션 매개체 “광고”
현재 우리의 시선이 닿는 모든 영역에 광고가 존재한다. 예전부터 신문, 라디오, TV 등으로만 접했던 광고들을 지금 현대사회에서는 스마트폰과 인터넷의 보편화 등으로 더욱 다양한 광고에 노출된 삶을 살아가고 있다. 그만큼 우리가 살아가는 삶의 모습과 생각에도 더욱 밀접한 영향을 끼치게 된 다양한 광고의 메시지들을 알아보고 다양한 광고방법 중 비교광고,공포와 유머소구에 대한 사례를 찾아보려한다.
Ⅱ. 본론
1. 광고소구의 개념
우선 소구의 명확한 뜻부터 알아야할 필요가 있다. 광고에 있어서 소구(Appeal)란 광고물을 통해 수용자의 반응을 일으키도록 유도하는 방법으로, 크리에이티브 컨셉(Concept)을 구체화하는 과정이며, 광고의 소구유형에는 여러 가지 표현방식이 존재하는데 크게 광고물의 시각적 표현방식과 광고 메시지 제시 방법에 따라 이성적 소구와 감성적 소구로 나눌 수 있다.

참고 자료

한국방송광고공사 광고연구소『현대사회에서 광고란?』
한양여자대학교 교내연구문헌『비교광고 심사지침에 대한 비판적 연구(2019)』
법제논문(저자:우원상(제21기 공익법무관))『비교광고와 공정사용(2013)』
논문(경복대학교)『광고 소구유형에 따라 소비자 태도에 미치는 영향(2009)』
https://post.naver.com/viewer/postView.nhn?volumeNo=18259883&memberNo=11534762
https://digibition1111.tistory.com/58
https://m.blog.naver.com/demian7607/222113418371