TV제품광고의 이야기 활용 전략 연구

Abstract

The purpose of this study is to examine aspects of utilizing advertisements using stories focused on TV product advertisements among all advertising contents. Strategies of utilizing stories being presented on TV product advertisements were analyzed by executing the analysis of advertisements according to classification per product group of product advertisement. In Chapter 1, preceding studies focused on discussions of utilizing advertising contents and stories were examined before executing the main study. Following the examination of preceding studies, this study was intended to examine strategies of utilizing stories of TV product advertisements in preceding studies from inclusive point of view throughout the whole product groups. Final targets for analysis were selected by sorting advertisements of using stories among TV product advertisements according to conditions of characters, events and messages, and FCB Grid Model, being proved to be effective classification system, instead of process of product growth or advertisement spiral was selected and set as a basis of product group classification. In Chapter 2, criteria for examining utilization of stories in TV product advertisements were presented in levels according to development of story and typical levels according to the purpose of story. Criteria for examining aspects of development of story were presented and examined on Paragraph One from sides of materials of story, delivering method and centralization. Purposes of story were presented by dividing them into [simply explaining type], [characteristic emphasizing type], [image reminding type] and [benefit recognizing type] at the side of purpose emphasizing the role of story on Paragraph Two and each type was examined. In Chapter 3, advertisements of utilizing stories were classified into <High involvement-Think>, <High involvement-Feel>, <Low involvement-Think> and <Low involvement-Feel> product groups and a product advertisement corresponding to each product group was analyzed according to development of story and purpose of story. As a result of classifying advertisements, any advertisement of utilizing stories wasn't presented on <High involvement-Feel> product group during June and July of 2008, so it was excluded from the discussion. In Chapter 4, strategies of utilizing stories were derived based on the result of analysis from Chapter 3. Frequencies of utilizing stories per each product group were examined according to development of story and purpose of story on Paragraph One and aspects of utilizing stories per each product group were discussed. Strategies of utilizing stories per each product group according to characteristics of consumers and products were derived based on results from the frequencies of utilization on Paragraph Two. Strategies of utilizing stories being present on TV product advertisements during the period of analysis were determined on Paragraph Three through comparative analysis of strategies of utilizing stories per each product group. I could see through this determination that utilizations of story in TV product advertisements varied significantly according to 'Think' and 'Feel' rather than 'involvement ratio' among standards of product group classification of FCB Grid Model. Especially, <High involvement-Think>product group and <Low involvement-Think> product group showed a similarity of emphasizing [characteristic emphasizing type] among aspects and divisions of [stories originated from products-direct expression-product centralization], so I could see that aspects of utilizing stories between two product groups were very similar. But, regardless of this similarity, aspects of [characteristic emphasizing type] between two product groups were revealed to be different. While <High involvement-Think> product group was emphasizing characteristics of product through the process of ‘aspect of resolution’ being exposed directly, <Low involvement-Think> product group was simply "exposing" characteristics rather than aspect of resolution. That is, even if [characteristic emphasizing type] is a type being used by both groups, characteristics are being emphasized more strongly on <High involvement-Think> product group. In the mean time, <Low involvement-Feel>product group concluded a message as [product centralization] through [image reminding type] emphasizing 'Feel' more on the process of utilizing story. And, ‘emotional connecting points’ between a product and consumers were affected essentially in order to effectuate [image reminding type] further. This also suggests that strategies according to 'Feel" rather than 'Think' on cognitive level rather than involvement ratio are essential on advertisements of utilizing stories. According to the result of study above, significances of this study can be summarized as follows. First, this study has its significance on suggesting study methods through quantitative study process by breaking from previous studies of utilizing stories based on theories and connecting aspects of utilizing story presented on advertising contents with characteristics of product group. aspects on advertisement of utilizing stories and strategies per each product group through these aspects could be generalized by deriving results of studying various data from the analysis of advertisements of the whole product groups being televised during a certain period. Second, this study has its significance on possibility of being used as useful data on the process of establishing strategies of utilizing stories of advertising contents in future since it was found from the result of analysis that aspects of utilizing stories in advertising contents varied according to 'Think' and 'knowledge' rather than 'involvement ratio' among two axes called 'involvement ratio' classifying product groups and 'Think and Feel'. Especially, characteristics according to 'Think' and 'Feel' from <High involvement-Think> product group and <Low involvement-Think> product group were different with characteristics from <Low involvement-Feel> product group and it was presented through results of analysis that a similarity on aspects of utilizing stories between two product groups was different but it was being used strategically by being differentiated for emphasizing purposes rather than development of story. Regardless of this implication, any advertisement of utilizing stories was not presented on <High involvement-Feel>product group and excluded from the discussion, so there is a limitation of applying the result of analysis on this study as a strategy for the whole product groups. This is an unavoidable result being originated by selecting a certain period of this study and classifying only selected advertisements being televised first during this period according to product groups. Hopefully, this limitation will be complemented on following studies by extending targets of study.