| Abstract |
| If the subject of the study is explained in some more detail, it is to investigate `characteristics of graphic elements as constituents of VI(Visual Identity) in TV Commercial using storytelling.` Here, this researcher paid attention to what differences could be found in visual identity using `stories`, namely, storytelling. As a result of research, it was found that in ads using storytelling, `use of auxiliary graphic elements` out of VI elements was salient compared to other ads, and they were directly affected by stories.
When auxiliary graphic elements as VI constituents were employed in storytelling ads, the following 3 common characteristics could be found by the researcher. First, in one campaign, the graphic element is shown in a uniform style, but depending on the story of each ad, `variation through text contents or image change` is played. Second, when seeing an ad, `the uniform rhythm` of the visual image in itself can be felt as cuts using graphic elements at the same time zone or according to the same progress like other ads of the same campaign, are inserted. Third, certain compartments are clearly seen to divide them between the movie image cut and the graphic image cut played a variation by a story.
If it is seen from this context, it becomes possible for consumers to recognize it as a theme, a campaign through graphic elements although encountering many small themes in each ad, and at the same time, they feel it as one style, namely, as sensibility as a image but through this, they come to accept a variety of information in a compressed way. Accordingly, in this researcher`s view, graphic elements using stories in storytelling TV commercials can be a key ground in consumers` brand association as `emotional connection`. In short, the present researcher is to regard the graphic element using a story as a organic VI element which can handle consistency and variation at the same time in storytelling ads, and as this directly affects a formal story and becomes `a connecting link between contents and form`, it can be said that it plays a significant role in VI elements. |
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| Key Words |
| 브랜드 아이덴티티, 비주얼 아이덴티티, 스토리텔링 마케팅, 그래픽요소, BI(Brand Identity), VI(Visual Identity), Storytelling Marketing, Graphic Element |
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