다함께 돌봄사업 홍보영상에 대한 브랜드 포지셔닝 연구

• 영문명: Analysis of Promotional Video for the Brand Positioning of the Take Care of All Together Services
• 발행기관: (사)일류기업연구소
• 저자명: 이지석(Ji-Seok Lee)
• 간행물 정보: 『일류기업연구』제2권 제1호, 41~56쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2025.06.30

국문 초록

Purpose - This study analyzed the advertising image of the Children’s Rights Guarantee’s shared care project using Greimas' symbolic square and Jean-Marie Florche’s consumption value model to analyze the position of the Child Rights Guarantee’s brand positioning. Design/methodology/approach - This study analyzes the semiotic distance that occurs in the communication process between companies and consumers using Greimas' semiotic square model and Jean-Marie Florche’s consumption value model. Findings - Looking at the brand positioning of the Together Care Center’s advertising images(promotional videos, websites, etc.), it is based on ‘practical value’ in which /spatial/ and /accessibility/ are highlighted among Jean-Marie Florche’s four consumption values. They were pursuing ‘playful value’ and ‘critical value’. On the other hand, it appears that the area of ‘utopian values’ symbolizing life, identity, adventure, etc. has not yet been reached. Research implications or Originality - Therefore, the advertising strategy of the Children’s Rights Guarantee’s Together Care Center should also appropriately utilize the four consumption value models to capture the hearts of beneficiaries of care services.

목차

Ⅰ. 서론

Ⅱ. 아동권리보장원과 다함께돌봄서비스 사업 현황

Ⅲ. 광고 이미지 분석을 위한 기호학적 분석틀

Ⅳ. 아동권리보장원의 홍보 이미지에 대한 기호학적 분석

Ⅴ. 결과 및 시사점

References

키워드

National Center for the Rights of the Child Take Care of All Together Service Promotional Video Brand Positioning Semiotics