[논문]Storytelling Marketing Strategy based on Utopian Value

Kim, Jeong-Hee

doi:10.17703/ijact.2020.8.3.38

Storytelling Marketing Strategy based on Utopian Value 원문보기

The International journal of advanced culture technology, v.8 no.3, 2020년, pp.38 - 44

Kim, Jeong-Hee (Dept. of History & Visual Image Content, SunMoon Univ.)

Abstract ▼ AI-Helper

Storytelling plays a very important role in emotional marketing recently. Storytelling marketing emphasizes a unique story and mythical meaning of the product, rather than its practical function. This is a faithful reflection of what the Dream Society has proposed. In this article, we are researching the consumption value system, and analyze various cases focusing on a coffee advertisement. In particular, by delivering a story, we will concentrate on advertising that appeals to utopian values and discusses the actual impact that it brings. If we communicate utopian values to consumers through various stories, business effects will be maximized, which will strengthen the brand image. The originality of this paper is to discuss the theory of consumption value system positively with the concept of storytelling. Therefore, we will draw conclusions as to which orientation is most ideal for storytelling in advertising. Understanding these business models will help you build an effective marketing strategy for the Dream Society.

주제어

표/그림 (1)

그림 Figure 1. Floch's Consumption value system

AI 본문요약
AI-Helper

* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.

문제 정의

However, this paper will not stop simply classifying or analyzing each case based on the consumption value system. The originality of this paper is to discuss the theory of consumption value system positively with the concept of storytelling. Storytelling has been recognized as an important tool in communication, and many advertisers have used it.
' In other words, it has a semantic function related to identity. Then I will analyze how the new coffee brand made a positive impression on the public.

가설 설정

In this article, I will analyze various consumption values focusing on a coffee advertisement. In particular, by delivering a story, we will concentrate on advertising that appeals to utopian values and discusses the actual impact that it brings.
Understanding these business models will help you build an effective marketing strategy for the Dream Society. The question is what kind of storytelling to put into the product than the product itself.

대상 데이터

Representative examples familiar to us are as follows [9]. A lighter in the pocket of an American soldier in the Vietnam War saved the soldier. This story has made Zippo lighters into a global brand.
The research subjects were from Episode 1 to 5 (2009-2010) "About Real Espresso" which was designed to announce the espresso coffee at the beginning of the launch.

이론/모형

It has been pointed out that the artificial additive casein sodium has been removed. It was adopted as a model of actor Kim Tae-hee who has a background of Korean representative beauty and a graduate from Seoul National University. It emphasizes the slim body line with the image of a smart consumer who places importance on critical value.

참고문헌 (12)

Choi, Hye Sil, Cultural Contents Meet Storytelling, Samsung Economic Research Institute, p.28, 2006.
Kim, Jeong Hee, What is storytelling, Communication Books, pp.3-4, 2014.
Salmon, Christian, Storytelling: Bewitching the Modern Mind, Verso, p.5, 2010.
Lee, Y. s. and Shin, W. j., "Marketing tradition-bound products through storytelling: a case study of a Japanese sake brewery," Service Business, Vol. 9, No. 2, https://doi.org/10.1007/s11628-013-0227-5, 2015.

상세보기
Gilliam, D. A., and Flaherty, K. E., "Storytelling by the sales force and its effect on buyer-seller exchange," Industrial marketing management, Vol. 46, https://doi.org/10.1016/j.indmarman.2015.01.013, 2015.

상세보기
Mancuso, J. and Stuth, K., "Storytelling and Marketing," Marketing Insights, Vol. 26, No. 3, 2014.

상세보기
Jensen, Rolf, Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business, McGraw-Hill, 2001.
Roberts, Kevin, Lovemarks: The Future Beyond Brands, Powerhouse Books, 2004.
Lee, Chang Yong, The Power of Story, Gold Fish Books, pp.271-273, 2011.
Floche, Jean-Marie, Semiotics, Marketing, and Communication: Beneath the Signs, the Strategies, trans. Robin Orr Bodkin, Palgrave Macmillan, 2001.
Herald Economy, http://news.heraldcorp.com/view.php?ud20180725000211.
Korea Economy, http://news.hankyung.com/article/2010121986471?nvo.

내보내기 구분	파일저장 인쇄 메일전송
구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
저장형식	Text(ASCII format) Excel format RefWorks Direct Export RIS format (for Reference Manager, ProCite, EndNote), Scholar's Aids, Mendeley
메일정보	받는사람 (필수) @ 보내는사람 (선택) @ 제목 내용 KISTI 검색결과 이메일 서비스
안내	총 건의 자료가 검색되었습니다. 다운받으실 자료의 인덱스를 입력하세요. (1-10,000) 검색결과의 순서대로 최대 10,000건 까지 다운로드가 가능합니다. 데이타가 많을 경우 속도가 느려질 수 있습니다.(최대 2~3분 소요) 다운로드 파일은 UTF-8 형태로 저장됩니다. 파일의 내용이 제대로 보이지 않을실 때는 웹브라우저 상단의 보기 -> 인코딩 -> 자동선택 여부를 확인하십시오. ~ Text(ASCII format) Excel format

연합인증