광고 크리에이티브 지식은 어떻게 획득되는가? = 현업 크리에이터들의 인지,태도,행동 경험 분석

국문 초록 (Abstract)

본 연구는 광고계 현업의 크리에이터들이 보유한 크리에이티브 지식의 본질은 무엇이며, 그것들이 인지, 태도, 행동적 차원에서 어떠한 경험을 통해 내재화되는가의 과정을 분석하였다. 연구문제는 “광고크리에이티브 지식을 획득하기까지 크리에이터들은 어떤 과정을 경험하는가?” 와 “광고 크리에이티브 지식의 획득 과정은 어떻게 모델화될 수 있는가?” 2가지였는데, 이를 해결하기 위해 6명의 현업 크리에이티브디렉터 및 카피라이터에 대한 심층인터뷰를 통해 경험 자료를 수집하였다. 수집된 자료를 체계적으로 분석하기 위해 근거이론 방법론을 활용하였는데, 개방코딩 결과 123가지 개념, 35가지 하위범주, 14가지 범주가 도출되었다. 축코딩을 통해 ‘광고 크리에이티브 지식의 획득 과정에 관한 패러다임’이 제시되었고,선택코딩을 통해 “지속적 실무체험을 통한 복합적 프락시스/테크네의 체화시키기”라는 핵심범주가 명명되었다. 본 연구 결과는 향후 광고 크리에이티브 지식 연구의 탐색점 및 광고회사 조직 차원의 창조적 지식 활용과 관련된 이론적 가이드라인을 제시할 것으로 기대된다.

다국어 초록 (Multilingual Abstract)

This study aims to analyze the essence of advertising creative knowledge, and the process of knowledge acquirement in advertising creator’s cognitive system. This study established the following two study subjects: First, what is the core experience process for acquiring creative knowledge? Secondly, how does acquiring process of advertising creative knowledge to be modeled? In order to solve the study subjects, concrete data that six creators actually experience in the advertising field were collected through an in-depth interview. Next, data collected were analyzed systematically using grounded theory to induce a meaningful study result. As results of open coding & axial coding for data, 123 concepts, 35 subcategories, 14 categories and paradigm of advertising knowledge acquirement were found. Finally, it was found that the core category of advertising knowledge acquirement process is ‘encarnalizing of complicated praxis/techne through continuous working-level experiences’.

목차 (Table of Contents)

• 국문초록
• Ⅰ. 문제의 제기
• Ⅱ. 이론적 배경
• Ⅲ. 연구문제
• Ⅳ. 연구방법
• Ⅴ. 타당도와 신뢰도 확보 방안
• Ⅵ. 연구결과
• Ⅶ. 결론
• 참고문헌
• 〈Abstract〉
• 저자소개

참고문헌 (Reference)

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