기업 홍보 공간의 사례를 통한 전시기법의 변화 연구

Abstract

Promotion methods using ATL is gradually developed into space marketing, promotion, events, and BTL is becoming regarded as more active and effective promotion methods. This is actually getting out of the existing one-way communication methods, and letting consumers acquire advantages of certain products or services produced by corporations. By experiencing the space provided by each corporation, consumers are to see, hear, smell, feel, and touch products and services, and practically give and take the large amount of information through two-way communication methods between corporations and consumers. Corporations are creating the space to deliver the message of their values and visions to consumers. Representative corporate brand showcases will be researched and analyzed, and changed aspects on exhibition methods appearing in spaces constructed for delivering corporate messages will be forecasted. By grasping different types of contents, and by classifying them into both narrative and emotional perspective, this research will find how public relation methods of corporations is effectively recognized by consumers. Space for promoting brands eventually leads users to directly participate in the contents, imprints information using different types of senses, and ostensibly changes media from digital to analog to provide more natural and emotional environments to users. And it is important to grasp how corporate is communicating with users from the emotional and natural aspects with the technological development.