IT 브랜드 광고 속에서 나타나는 사용자경험 커뮤니케이션 연구 - 갤럭시S와 아이폰 광고를 중심으로 -

Abstract

UX was already generalized in field of IT and this area has beenexpanded. Many IT companies are developing their products andservices for consumers to provide best user experiences and satisfactionsbased on user's insights and outputs of UX from user's needs by userresearches. In this context, UX is influencing other different fields andit is especially related to the advertising communication. Therefore, Iinvestigated and analyzed advertisements of smart-phone brands thatUX applied well in nearly four years. Especially, the selected brands forthe investigation of cases are Samsung and Apple which are the twoprominent companies known for smart-phone brand in the world. Theresult of this study shows that the IT advertisement is moving on fromthe function and device center to the human center. This change canbe the proof that the UX in developing stage of a product has aneffect on the advertisement production. The three characters of humancentered advertising can be defined by the advertising cases. First is theuser story, second is the realistic user behavior and final is theindicative mood. These characters appear in the human centered advertising and this paper includes several implications from it.