| Abstract |
| This study introduces various expressive types and classifying methods of TV advertisement which has been classified through previous literature review and advanced research and furthermore analyzes the expressive types of domestic and overseas advertisement through the way to classify six dominants based on the Aristotle`s theory of drama`s plastic elements newly suggested by this researcher.
Using the new way of classification by the theory of drama`s plastic elements, this article compares, analyzes, and classifies the 2009 and 2010 winners of the three greatest international advertising festivals, `Clio Awards`, `New York Festivals`, and `London International advertising Awards` whose authority has been acknowledged internationally. Moreover, this study analyzes the expressive types of local TV advertisement with the top 100 among the 2010 advertisements posted in the websites specialized in TV advertisement of which authority has been recognized domestically.
For the analysis, two directors who once worked at the advertising agency specialized in producing CF and one advertisement image expert participated. Each type was explained, and the advertisements were analyzed cooperatively. Each expert was made to watch the advertisements through DVD or data file type movies and mark the plastic element playing roles as the strongest dominant among the six plastic elements in the proper types of TV advertisement styles.
Through this analysis, this paper examines which type of TV advertisement is loved the most by local or overseas consumers and also the implications of the result. |
|
|
| Key Words |
| 아리스토텔레스, 드라마 형성소, TV광고, Aristotle, drama plastic elements, TV advertisement |
|
|
 |
|
Full Text