국내외 공공운송시설물 엠비언트광고의 크리에이티브 표현의 유형 연구

• 영문명: Domestic and Foreign Public Transport Facilities Ambient Advertising Study of types of creative expression
• 발행기관: 한국디자인리서치학회
• 저자명: 심재현
• 간행물 정보: 『한국디자인리서치학회 학술대회 자료집』2018 한국디자인리서치학회 대만 국립성공대학교 디자인콘퍼런스, 29~30쪽, 전체 2쪽
• 주제분류: 예술체육 > 미술
• 파일형태: PDF
• 발행일자: 2018.06.30

영문 초록

There are various public design related to transportation in modern public design field. If this is divided into two, it can be classified as a public place for using transportation equipment and transportation equipment. This study sought Ambient ads made in Korea and abroad related to public transport facilities. The theoretical background is summarized in two ways. First, we analyzed five types of experience through Sense, Feel, Think, Act and Relate through the theory of Strategic Experiential Modules of Bernd Schmitt (1999). In the second category of experiential marketing, we analyzed the type of creativity finally through the metaphorical expression of Roman Jakobson and the dichotomous theory of dialectical expression.

목차

1. 서론

2. 공공디자인 및 앰비언트광고의 이론적 배경

3. 체험마케팅과 이분법을 통한 사례분석

4. 결론

키워드

Public design Ambient Experience marketing Metaphor Metonymy