자막 그래픽이 예능 프로그램의 브랜드 아이덴티티에 미치는 영향에 관한 연구 - 공중파 및 종편 예능 프로그램 자막 그래픽 중심으로 -

Abstract

With the emergence of comprehensive programming channels, the total amount of broadcast content has increased significantly and competition among entertainment programs has also intensified. In such times, entertainment programs now require a brand identity that differentiates them from other competing programs. A unique visual identity has an effective impact on the branding of a program, and can also be utilized as a more cost-effective marketing tool. Today's broadcast subtitles have seen higher frequency in exposure and increasing diversity in various shapes and forms, and therefore an expansion in their function. Ultimately, subtitle‘s graphics can be used as an integral part of an entertainment program's brand identity. This research proposes that branding of an entertainment program can be made possible with an effective strategy of subtitle‘s graphics, by analyzing example programs. This research analyzes how specific typography, graphics, and colors of actual programs are used, and the emotions that are elicited from the viewers. In the case of font and graphics analysis, structured analysis was performed by deducing the average frequency per minute of each subject. In addition, by rearranging the font and graphic image in an area corresponding to the average value, a survey of emotions utilizing SD (Semantic Differential) scaling was performed. This research shows that a visual identity can be created by using subtitle‘s graphics, and can ultimately be used as a useful communication ingredient of creating a brand image.