영화 광고의 전략에 관한 연구 :무료신문 변형광고를 중심으로

기본 정보

본제목

영화 광고의 전략에 관한 연구 :무료신문 변형광고를 중심으로

부제목

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대등제목

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국가구분

국내

생산일자

2010-**-**

언어

한국어

크기(mm)

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페이지

86

ISBN/ISSN

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판차

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마스터파일

-

생산자

유민재 (성균관대 디자인대학원 시각디자인 석사 논문 저자)

내용

(논문요약)[영문초록] The main purpose of movies are how to show the audiences and how to be popular. That is why there are constructive publicity activities. If we have a movie marketing, we have to concentrate in a short period of time. The reason is the movie shows usually about 1 month. In a movie marketing, how to show the movie to the general public is most important element that the movie is chosen by audience or not. The movie is a synthetic art. Also the movie business is getting bigger and bigger. Which means we have to find out suitable media for movie marketing. Developing new media has effected newspaper advertising part. Additionally, after free newspaper came out, variation advertising appeared with them. The power of print media has decreased. Due to those circumstances, they have to find a variety advertising. However a variety advertising also becomes permanent. This research wanted to show the strategies of changed advertising in free newspapers such as "Metro" and "Focus" during Jan. 2007 and June. 2009. This study is based on internet reference and several thesisses. We have studied between 1st of January in 2007 and 30th of June in 2009. Also we divided Korean movies and foreign movies in box-office top 10. Finally we picked up 60 movies and variety advertising for those movies. The box-office records came from Korean film commission. We have examined each genre and frequency of several variety advertising for every top 10 movies per year. We found there are 121 times(41.5%) of spread advertising and 116 times(40.2%) rap advertising. Usually, movie advertising is concentrated spread and rap type. In conclusion, we have to find different advertising skills for every different movie. We have to increase the utility of advertising. There is the variety advertising instead standardization advertising. We have to find out the best way how to use more suitable variety advertising for every movies.

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