인쇄매체를 통한 감성광고 기획 유형 분석

Abstract

After the industrial revolution, human beings have developed amazing technological developments as they focused on the rationality by reasonable thinking since the twentieth century. However, as the twenty first century began, transformation into a new society of information and digital revolution has been carried out quickly, and thus, there are a lot of various and complicated social phenomenon which cannot be solved by one-dimensional reasonable thinking. As a solution towards the situation, unreasonable tendency, which is emotion, has become a dominant code for all areas. In order to appeal to these people who are in various emotions, the advertisements also started changing as a new concept, from the reasonable tendency to emotional tendency. In this regard, this paper is to find strategies that can maximize the emotional appeals by analyzing the design planning strategies of recent emotional appeal ads from the successful cases.