심층 인터뷰를 통한 광고사진의 창의성 분석연구
An Analysis Research of Creativity in Commercial Photography
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
This research is about the concept of creativity in Commercial Photography. Creativity is one of the most important factor in advertisement and there have been a lot of study done about it. In the advertisement field, there are various research being done by classifying creativity as creative field. Therefore, it can be assumed that the creativity in the photographs in the advertisements is important. After in-depth interviews with commercial photographers and professors in the field, they all agree that creativity in commercial photography weighs heavily. There are much research done about techniques, visual image, response from the consumers in commercial photography but not much on creativity. The result of this research is that creativity is as follows:1. Adjusting the components of the photograph or lighting 2. Incorporating photographer's imagination and thoughts 3. New concept 4. Innovative expressions 5. Having photographer's own story in it 6. Having originality 7. Redefining previous images 8. Suitable for concept
Abstract
This research is about the concept of creativity in Commercial Photography. Creativity is one of the most important factor in advertisement and there have been a lot of study done about it. In the advertisement field, there are various research being done by classifying creativity as creative field. Therefore, it can be assumed that the creativity in the photographs in the advertisements is important. After in-depth interviews with commercial photographers and professors in the field, they all agree that creativity in commercial photography weighs heavily. There are much research done about techniques, visual image, response from the consumers in commercial photography but not much on creativity. The result of this research is that creativity is as follows:1. Adjusting the components of the photograph or lighting 2. Incorporating photographer's imagination and thoughts 3. New concept 4. Innovative expressions 5. Having photographer's own story in it 6. Having originality 7. Redefining previous images 8. Suitable for concept
참고문헌 (20)
- 김병희, "광고 창의성에 관한 현상학적 연구", 광고연구, 55, pp.183~207 (2002), 한국방송광고공사
- 김병희, "광고 창의성 측정을 위한 척도개발 연구", 박사, pp.2006
- 김영록, "한국판 창의적 산물 평가도구의 개발 및 구조확인", 한국심리학회지: 산업 및 조직, 17(3), pp.305~327 (2004), 한국산업및조직심리학회
- 김영수, ""ESQUIRE"제품 광고 사진", AURA, (6) (1999)
- 문달주, "크리에이티브 요소를 통한 계층적 광고효과 모델에 관한 실증 연구", 광고연구, (64), pp.109~137 (2004), 한국방송광고공사
- 서영상, "비주얼디자인으로서의 사진에관한 연구", 한국디자인포름, (7) (2002)
- 서영상, "에디토리얼패션사진의 시각적 표현 효과 연구", 한국디자인포럼, (9), pp.253~265 (2004), 한국디자인트렌드학회
- 이 소비자의 상품인지도에 미치는 영향, "AURA", 1999, ~
- 유경선, "광고사진의 발달 과정에 대한 연구 : 시대적 배경과 관련하여", 석사, pp.1993
- 유창조, "광고에 대한 평가요인의 효과에관한 연구", 광고학연구 (2000), 한국광고학회
- 정은이, "일상적 창의성 척도의 개발 및 타당화", 교육문제연구, (17), pp.155~183 (2002), 교육문제연구소
- 정창준, "광고에서의 창의성 연구", 國際 文化硏究, 21 (2003)
- 조상민, "잡지광고의 사진표현기법에 관한 분석 -여성지의 패션광고를 중심으로-", 디지털디자인학연구, 6(2), pp.437~445 (2006), 한국디지털디자인학회
- 최군성, "국내광고의 변모와 광고사진의표현에 관한 연구 - 신문광고를 중심으로", 디자인연구 (1995), 상명대학교 디자인연구소
- 홍재욱, "광고호감도, 광고기억 및 광고크리에이티비티간의 관계연구", 광고학연구, 14(4), pp.233~256 (2003), 한국광고학회
- 허현주, "SK 주유소 TV광고의 시각 이미지 연구", AURA, (14), pp.112~119 (2006), 한국사진학회
- 황연주, "광고 사진영상의 "눈길"과 관련된 비주얼 리터러시 교육", 학술대회 (2004), 한국예술교육학회
- Andrews, Jonlee, "In search of the marketing imagination: Factors affecting the creativity of marketing programs for mature products", Journal of Marketing, 33(2), pp.174~187 (1996)
- Burroughs, James E., "Exploring Antecedents and Consequences of Consumer Creativity" (2004)
- Zinhan, George M, "Creativiety in Advertising: Creativity in the Journal of Advertising", Journal of advertising, 22(2), pp.1~3 (1993)