뉴미디어 시대의 광고 안무법에 대한 고찰: ‘Feel the Rhythm of Korea 시즌1’ 서울편을 중심으로

Abstract

A Study on the Choreography based Advertising in the New Media Era: Focusing on the Seoul Edition of "Feel the Rhythm of Korea, Season 1” Jung Hyun Sohn･Mi Young Lee(Kookmin University) The present study analyzed choreography’s traits in the Seoul Edition of "Feel the Rhythm of Korea, Season I”, in order to contemplate on its roles and significance in the advertisements fitting New Media era. This study was conducted applying the following methods. In Chapter II, I reviewed about the concept of new media, advertisements’ trend change in the New Media era, and the dance art’s changes in the advertisements. In Chapter III, I analyzed videos in the Seoul Edition of "Feel the Rhythm of Korea, Season #1", discussing its choreographic characteristics. For analytical method, is based on Janet Adshead's dance-analyses methods, but certain revisions were made with further references to additional video-image analysis methods. On the basis of this, the analyses were made with the order of chorographical components, forms, interpretations and evaluations. As such, I found not only the meaning of movement in itself in the ads, but also its more intrinsic significance including detailed characteristics, subjects, interpretations frames and methods. In Chapter IV, focusing on complementarity between the advertisements and choreography, I discuss how the themes and intents were reflected in the Seoul Edition to convey the positive image about Korean tourism.Conclusively, this study demonstrates that the Seoul Edition was an exemplary case in which the choreography and advertisement can be combined in optimal way. By extension, I suggest about the possibility of advertisement’s expansion on the basis of dance arts, and that of dance genre’s popularization.