한국과 일본 정부광고의 크리에이티브 비교연구

Abstract

The proper function, disfunction and advertising creativity of government advertising were instigated arguments. Nevertheless it's not easy to find advanced researches concerned with it. So the purpose of this paper is to study about differentiation of advertising creativity between Korea and Japan TV government advertising through comparative study. First result of this study is to redefine about government advertising through advanced researches. Second result is to organize the value of creativity by CV=E/C, the value of creativity is to get maximum effectiveness through the minimum advertising by the formula. Creative strategy, advertising appeals, information, content, creativity were selected as elements of creativity. Focusing on the four elements to the four research questions were itemized in order to demonstrate the frequency were studied. Research Question 1 - The significant differentiation between themes of Korea and the Japan government advertising were found. Research Question 2 - The significant differentiation between types of advertising appeal of Korea and the Japan government advertising were found. Research Question 3 - The significant differentiation between advertising strategy of Korea and the Japan government advertising were not found. Research Question 4 - The significant differentiation between creativity of Korea and the Japan government advertising were found. Comprehensive study of Korea and Japan government advertising creativity as a result of previous research, cultural heterogeneity were reflected. Except advertising strategy, significant differentiation were found in other three elements of creativity.