| Abstract |
| This study examined the character models used in TV commercial films as a CF model. This study analyzed the cases by the current status, type and characteristics of character models used in TV commercial films. The purpose of this study is to provide the basic data to establish a creative strategy for character models used in a variety of areas in the future.
First, this study examined the roles of CF model, concept of character model, and the type and characteristics of character model in TV commercial films through theoretical review. This study sorted out total 169 commercial films that had appeared in the public TV commercial films over 3 years from January 2012 to December 2012. With these films, this study presented the cases by the types of commercial film and character model and the characteristics of each character model type.
The results showed that the commercial films in which character model frequently appears include financing/insurance,electricity/electronics, service/retails/leisure and food/bakery in respective order. As the previous suggest, it was demonstrated that the items for commercial films are expanded from low-involvement products to high-involvement products. In addition, in classification of character model types, the most frequent characters include the main-role characters of movie, game and animation, and the next frequent character was animal characters suggesting that animal character is still widely used as a familiar character. The characteristics of the character models as a CF model include specific/systematic construction of character personality assignment and personification as well as the increasing tendency in the newly-created characters with stories. The representative examples include "Worrying Doll" of Meritz Insurance, "Godoil" of S Oil, "Toro" of Kumho Tire, "Octo" of Woori Investment & Securities and "Manager Jeong Daewoo" of Daewoo Construction Co. They plan, create and present differentiated new characters strategically. These character models has the strengths of originality, differentiation and symbolic feature, plays the role of providing familiarity as a CF model, and significantly used in the creative expression strategy. |
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| Key Words |
| 광고 모델, TV광고, 캐릭터 모델, Advertising Model, TV Advertising, Character Model |
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