지역 자원 홍보 수단으로서 브랜드 웹툰(Brand webtoon)의 성격과 과제 - 광고 구조와 광고 내용적인 측면을 중심으로 -

Abstract

This study compared brand webtoons for the promotion of local culture with other brand webtoons in terms of the method of creating a work and the aspect of expressing a brand message and examined the things to consider in producing a local culture brand webtoon based on this. In terms of the method of creating a work, it is desirable that a local culture brand webtoon is published serially by a highly recognized single artist in a story format with continuous and consistent contents, keeping pace with the tendency of the creation of the present brand webtoons, and utilizing the genre of drama actively would be more effective. In terms of brand message expression, there are a few points of differentiation between local culture brand webtoons and other brand webtoons, and this results from the fact that it is very difficult for them to be differentiated from general webtoon works unless a more active brand message expression is made for the target of promotion. Thus, this must be noted in producing a local culture brand webtoon, and the following matters should be considered. First, due to the characteristic of the promotion target, it is necessary to expose the brand message at a reasonable frequency in any place of the work in a local culture brand webtoon. Second, brand messages are expressed in various positions like the title, contents and sponsorship notice, and a brand message must be expressed in the contents so that the brand webtoon can function properly. Third, brand messages are expressed, utilizing all photos, images, pictures and text formats, and it is necessary to be further concerned with how to utilize the photo form which is relatively utilized inefficiently to express them. Fourth, it is judged that expressing brand messages utilizing a creative arrangement or mixing an onset arrangement with the creative arrangement would be superior, and it is necessary to mix these two arrangements in order to get the anticipated advertising impact. Fifth, it is necessary for all brand messages expressed to utilize sub-strategies of informational strategy, like rational strategy and ordinary strategy appropriately according to the target of promotion.