인터랙티브 스토리텔링 기반의 환경공익광고 디자인

Abstract

While traditional advertising media such as TV, newspaper, radio, etc have commanded unilateral communications, after the introduction of the computer and internet, the interactivity of communications through digital devices have been standing out. Advertisement communication strategies frequently used storytelling methods that stimulate sensibility up until just a few years ago, but as various media are introduced, beginning to combine interactive storytelling, greater advertisement effects are brought about. However, in terms of public service advertisement, utilizing various media has its boundaries and in most cases, it does not deviate from its ways of unilaterally delivering contents and communication. This work is a research for a better communications effect in terms of achieving purposes of ensuring domestic public service advertisements’ economic competitive edge and positively enhancing national consciousness. An environmental public service advertisement was designed that unfolds along with participation, regarding the story from interactive storytelling, media usage, interactions with users, etc. As a strategy to enhance the effects of public service advertisements, this research has its meaning in improving the method of using a storytelling method and the problems of public service advertisements connected with various media.