모바일 게임 TV 광고의 내용 및 구성 연구
A study on the text contents and construction of TV advertisement in the mobile games
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
This is a study on the text contents and construction of TV Advertisement in the mobile games, in short, game ad. 45 game ads released between 2017-01-01~2018-04-30 are studied. This study is especially focused on visual components(messages) that compose TV ad. To sum up, the result is as follows : The text contents of game ads and the text construction of game ads can be classified into several types, There are 3 types of the former. First, 'Game' is the scene to describe an actual image of the game. Second, 'Creativity' is the scene to be directed by the producer. Third, 'Model' is the scene focused a narrator. There are 4 types of the latter. First, '(subtitle)-Game' means being composed of the 'Game' scenes only. Second, (subtitle)-Creativity means being composed of the 'Creativity' scenes only. Third, (subtitle)-Creativity-Game means being composed of the 'Game' and 'Creativity' scenes. Fourth, (subtitle)-Model-Game means being composed of the 'Model' and 'Game' scenes.
Abstract
This is a study on the text contents and construction of TV Advertisement in the mobile games, in short, game ad. 45 game ads released between 2017-01-01~2018-04-30 are studied. This study is especially focused on visual components(messages) that compose TV ad. To sum up, the result is as follows : The text contents of game ads and the text construction of game ads can be classified into several types, There are 3 types of the former. First, 'Game' is the scene to describe an actual image of the game. Second, 'Creativity' is the scene to be directed by the producer. Third, 'Model' is the scene focused a narrator. There are 4 types of the latter. First, '(subtitle)-Game' means being composed of the 'Game' scenes only. Second, (subtitle)-Creativity means being composed of the 'Creativity' scenes only. Third, (subtitle)-Creativity-Game means being composed of the 'Game' and 'Creativity' scenes. Fourth, (subtitle)-Model-Game means being composed of the 'Model' and 'Game' scenes.
참고문헌 (8)
- 김정현, "RPG 게임의 유형 및 게이머의 유형을 통한 게임디자인방법에 관한 연구", 게임&엔터테인먼트 논문지, 2(3), pp.1~7 (2006), 한국콘텐츠학회
- 박선하, "모바일 게임 광고에 있어서 효과적인마케팅 활용 방향성 제안", 멀티미디어학회논문지, 21(2), pp.323~332 (2018), 한국멀티미디어학회[DOI]
- 신대영, "온라인 게임의 온라인 광고 유형 사례", 한국컴퓨터정보학회지, 17(2), pp.29~37 (2009), 한국컴퓨터정보학회
- 안진경, "매체 특성에 따른 RPG 개념 변화 연구", 한국컴퓨터게임학회논문지, (10), pp.32~40 (2007), (사)한국컴퓨터게임학회
- 오현정, "온라인 게임의 광고 및 홍보 활동에 관한 연구 : 국내 온라인 게임을 중심으로", 석사, 광고홍보학, pp.2004
- 조영기, "모바일 게임의 광고", 마케팅 현황과 전망, 2015, pp.72, 1~3[DOI]
- 2017 대한민국 게임백서, "한국콘텐츠진흥원", ~ (2017)
- Beaugrande, R. -A, "담화, 텍스트 언어학 입문" (1991), 양영각