4차산업 혁명 시대 새로운 광고환경에 대한 이해 및 미래에 대한 고찰 = A Study of the understanding of new advertising environment and prospect of future in the fourth industrial revolution

다국어 초록 (Multilingual Abstract)

This study examined the new advertising environment in the era of the
4th industrial revolution and considered the direction of future
advertising changes based on this. Specifically, the meaning of the 4th
industrial revolution and its impact on the advertising industry, the
direction of new advertising environment in the 4th industrial revolution
era, and the future of advertising in the 4th industrial revolution era
were examined. In the era of the 4th industrial revolution, ad technology,
diversification of platforms and the resulting diversification of forms,
growth of SNS and personal media, and contents are the directions of
change in the new advertising environment in the era of the 4th
industrial revolution. As the future of advertising in the era of the 4th
industrial revolution according to these environmental changes, it is
proposed to expand the advertising area as a brand communication,
activate contents collaboration in the advertising industry, and vitalize
one-person creative companies.

Key Words : Advertising,, 4th industrial revolution , Ad technology, Brand communication , Contents collaboration

목차 (Table of Contents)

• Ⅰ. 서 론
• Ⅱ. 4차산업 혁명과 광고
• Ⅲ. 새로운 광고환경의 방향
• Ⅴ. 4차산업 혁명 시대 광고의 미래
• Ⅵ. 결 론
• □ 참고문헌