텔레비전 티저 광고의 유형과 특성

Abstract

This study aims to clarify the types of teaser ad and analyze the characteristics of teaser ad definitely. Almost every existing theories have problems that they can’t assure what is teaser ad exactly. So what is teaser ad was unclear and misjudged teaser ads were treated in the teaser ad category. According to an existing definition, the teaser ad should be restricted to the ads not to show the brand only. But all ads hiding information enough to solve doubts for causing interest should be subsumed under teaser ads. Doing so, there will be two types of teaser ads. One doesn’t show the brand evidently, and the other does. The latter is divided into three types ; new brand, new product arrival of a well-known brand, the thing making receiver’s doubts remain unanswered. Linguistic characteristic of teaser ads is that the expression of anticipation and assessment emerge frequently. ‘come, start, reveal, open, etc.’ are used for anticipation and the date strengthen curiosity. The assessment expression is divided into five types ; new, surprised, best, change, special. On text composition, teaser ads are use open questions not being solved.