국제광고제에 나타난 옥외광고의 크리에이티브 표현전략, 소구유형, 제품군에 대한 경향 분석 : 2014~2016년 클리오 국제광고제(Clio Awards) 수상작을 중심으로

Abstract

This study is an analysis of the world's trends in outdoor advertising creativity. The study examined the winning entries, in terms of appeal type, expression strategy, product category and public service advertisement for the past 3 years of Clio Awards, one of the world's 4 award competitions for creative excellence in advertising. The main findings of the study is as follows. First of all, in the category of creative appeal type, in 2016, the level of the emotional appeal and the rational was 53.4% and 46.6% respectively. However, in 2014 and 2015, the distribution of winners for the emotional appeal was significantly higher. For creative expression strategy, in 2016, there were high proportion of rational and social domains and in 2014 and 2015, there was a higher proportion of social and emotional domains. For the product type and the product category, 2016 saw high proportion of computer/telecommunications and home appliances/electronic products. In 2014, there was a high proportion of food and beauty/fashion and in 2015, there was a high proportion of automobiles/air transportation and distribution/services. Among the winning entries in 2016, 26% was in the public service advertisement sector whereas it was 26% and 36.6% in 2014 and 2015 respectively. The results of this study are expected to be used as a reference when developing creative directions by the professionals in the advertising industry and in their effort in formulating winning entries in international advertising awards competition.