| Abstract |
| Gutenberg`s invention of type casting in the middle of 1440 caused information innovation that expanded human knowledge and thinking by realizing a new communication world through duplication of information. At the present time when the mass production of this duplication reaches the peak, information came to have own life-force producing new information by combining information with another information breaking from simple duplication or mass duplication of the past time, accordingly it is forming a `new media paradigm`. The new `media paradigm` has developed more rapidly than any other technology in human history since it began from imaginative space of computer, a basis of the information society. Also for a short time of 40 years from the beginning of 1960s, it evolved from simple calculation and information storage medium into a serial environment that allows forming a system within the imaginative space and interaction among each main body. Information-sharing with space where is far apart in terms of time and space actualized as media have formed global cyber space overcoming the limitations of actual media. The internet which began experimenting as a new media experimented all possible interactions among each information source as information-sharing and multiplication among computer interface became possible. The internet is realizing perfect communication and created interface necessary for mutual exchange and stimulus of sense by developing its multimedia functions to the utmost. For capital that pursues effective and powerful advertisement effect, this environment was enough to show possibility as a sensible next-generation media. Advertisement in the internet is reinforcing its influential power even in human being`s routine behavior pattern by using this new environment regarding time and space, and effectively utilizing sensible stimulus. This phenomenon is part of new `media paradigm` that presents behavior pattern of people living in the 21st century and social structure. Currently, among internet advertisement, banner advertisement is gaining public attention both as an active advertisement media and effective marketing media. As its application range is expanded, various styles are being introduced from banner advertisement for large-scale companies to advertisement for private homepage, and also uncountable number of banner advertisements appear and disappear. Banner advertisement has totally different functions and values as an advertising media because two-way communication using computer is possible. Web users can access product information, obtain information they want, and also order the product by clicking a banner advertisement on the web-site. As a result, the internet can lead internet users to purchase products, which is the ultimate objective of advertisement. What is important is banner advertisement enables interaction as a two-way media, not one-way like the past media. Banner advertisement can create various situations forming interaction with different consumers while meeting individual consumers. Hence, the current study aims to reinterpret users who have their own `uniqueness` and identity, arrange concepts that are necessary to realize banner advertisement suitable for them to experience their own active conditions, and forecast the image of future banner advertisement as an evolving system through banner advertisements introduced up to now. |
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| Key Words |
| Interaction Design, Internet Advertisement |
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