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DOI :     Journal Korea Society of Visual Design Forum , Vol.66, No.0, 65 ~ 75, 2020
Content Analysis for the Characteristics and Creative of Branded Content and Branded Entertainment - Based on Winning Entries of Year 2017-2019 Clio International Advertising Award -
남고은 Kristen Koeun Nam
Background Despite the growth of consumer sovereignty and the communication method that utilizes a variety of intriguing content, as a new form of advertising, branded content and entertainment are lacking in academic research. Therefore, the purpose of this study is to identify the differences and characteristics of branded content and entertainment and to find implications based on the international trend of branded content and branded entertainment. Methods Content analysis was conducted based on the winning entries of the Clio International Advertising Festival for year 2017 to 2019. Result The characteristics of the product type and product family, content type, message strategy type, creative strategy type, and brand exposure of branded content and entertainment are derived. Conclusion This study empirically confirms the international trend and draws practical academic implications through the winners of branded contents and entertainment of the Clio International Advertising Award.
Key Words
브랜디드 콘텐츠, 브랜디드 엔터테인먼트, 광고 크리에이티브 전략, Branded Content, Branded Entertainment, Creative Strategy
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