요리만화를 활용한 브랜드 스토리텔링 전략 연구 - 조경규의 <오무라이스 잼잼>을 중심으로 -

Abstract

Recently, the necessity of brand storytelling is being raised. Also, cooking is a cultural phenomenon that is in line with the needs of the times and the comic is in the limelight as the original source of cultural contents. So the brand storytelling utilizing cooking comics can be said to be the alternative that can actively cope with the changes in the marketing environment. The existing methods that are utilized in brand storytelling and applied to cooking comics are summarized as follows. The ways to utilize the above mentioned methods were examined by applying Cho Kyung-Kyu’s Omurice Jam Jam. The contents are summarized as follows. First, direct brand exposure was made. This is effective in that it enhances the reality of the work, reveals the diversity of cooking culture and the value as the global and local brand, and provides the medium of sharing memories. Second, storytelling to convey the information related to materials was used and as the expression strategy, the method in which cartooning and realistic pictures were mixed was used. As a way of proceeding with telling stories in the expression strategy, caricature method was adopted to give the sense of speed and in the part in which key materials were presented, concentration was induced through detailed descriptions. Third, as the composition of the entire stories, the method of ‘identity finding through metonymy’ was adopted and for each episode, the method of ‘communication made in daily life’ was utilized. In the overall series, diverse examples of food were presented. And each episode developed in the order of introduction, development, and conclusion and proceeded with emotional exchange with readers.