기업PR 영상광고의 스토리텔링 기법에 관한 연구

다국어 초록 (Multilingual Abstract)

Today, video is an indispensable part of life. In accordance with the development of video, video advertising has also developed. Video ad development trend is expected to rise. Corporate PR advertising is an important means of promoting corporate awareness and corporate image to consumers through video advertisement in order to get out of the company's products. Corporate competition is always fierce and everywhere, so corporate PR video ads have to develop globally. There is a growing number of corporate PR video ads that use storytelling techniques to promote the company. This study examines the concept of corporate PR advertising, the purpose and function of corporate PR advertising, the definition and composition of storytelling advertisement, and summarizes the types of storytelling video advertisement through previous studies. In addition, by analyzing the contents of corporate PR advertisements, the style of expression and the components of storytelling using the storytelling technique as the content analysis of the corporate PR storytelling video advertisement, the storytelling efficient expression technique of the corporate PR video advertisement is analyzed. The purpose is to present it. It can be seen that the vignette storytelling advertisement is widely used as the expression method of the corporate PR advertisement using the storytelling firm. Emotional appeal type advertisements have decreased in utilization ratio, but they are still the most frequent. The messages of corporate PR advertisements using storytelling companies may be used in the order of hybrid advertisements, service theme advertisements, and corporate information appeal advertisements. Characters are often used by beneficiaries who appear as consumers. The storytelling type of corporate PR advertising is most commonly used as creative storytelling. The speaker had the most advertisements made of drama characters.
In this study, we analyzed how to use storytelling techniques that are preferred by consumers to improve corporate PR advertising. Companies can refer to storytelling techniques to advertisers in the planning and production of corporate PR advertising that effectively communicates to consumers. We can expect more efficient use of storytelling techniques for corporate PR.

목차 (Table of Contents)

• Ⅰ. 서론 1
• 1. 연구 배경 및 목적 1
• 2. 논문구성 4
• 3. 선행연구 6
• Ⅱ.이론적 배경 9
• 1. 기업PR 광고의 이해 9
• 가. 기업PR 광고의 정의 9
• 나. 기업PR 광고의 분류 10
• 다. 기업PR 광고의 기능과 목적 11
• 2. 스토리텔링 영상광고에 관한 고찰 14
• 가. 스토리텔링의 정의 14
• 나. 스토리텔링 영상광고의 정의 16
• 다. 스토리텔링 영상광고의 구성요소 17
• 라. 스토리텔링 영상광고의 유형 21
• 마. 스토리텔링 영상광고의 소구 유형 25
• 바. 스토리텔링 광고의 형태 26
• Ⅲ. 영상광고의 스토리텔링 기법 연구 28
• 1. 연구문제 28
• 2. 스토리텔링 기법 분석 유목 29
• 3. 조사 방법 30
• Ⅳ. 기업이미지 스토리텔링 영상광고 분석 결과 35
• 1. 스토리텔링 기법을 활용한 기업PR 영상광고분석 사례 35
• 2. 스토리텔링 기법을 활용한 기업PR 영상광고의 표현 양식과 내용유형 46
• 3. 스토리텔링 기법을 활용한 기업PR 영상광고의 스토리텔링 구성요소 48
• Ⅴ. 결론과 제언 52
• 참고문현 54
• Abstract 58
• 부록(표,그림) 60