초록

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Abstract ▼ AI-Helper

We live in media convergence era. The media such as TV, newspaper, PC and the Internet are losing their original properties and so distinction of them are getting vague. This phenomenon is not exceptional in advertising industry as well. In the industry, the importance of the four traditional media ...

We live in media convergence era. The media such as TV, newspaper, PC and the Internet are losing their original properties and so distinction of them are getting vague. This phenomenon is not exceptional in advertising industry as well. In the industry, the importance of the four traditional media TV, newspaper, magazine and radio is being faded out. Instead, the Internet, outdoor media and other new media are getting more attention and being developed to be utilized. The creative outdoor media which provide humor produce additional advertising effect and become a new fashion in the Internet era. Although in the domestic market it is not yet vitalized, I think, outdoor media advertising will become a new trend of advertising in near future. In order to make more creative advertisement and vital the market, many analyses and research on the measurement for outdoor advertising effectiveness must be carried out. In this study, creative cases of outdoor media advertising were classified and the elements of humor were identified. The results of this study will contribute to promote internationally competitive outdoor media advertising by suggesting the future direction of development after analyzing additional foreign cases.

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