광고 아이디어의 확장적 역할에 대한 고찰

Abstract

The fact that early writings by masters in communica-tion, like James Curran, have started from the press in the UK provides critical implications on the historical significance. In particular, advertising is not free from a trend of the times not only in academic fields but also in practical areas. Rather, it is not exaggerated that advertising is leading the times in the cultural perspective. Therefore, this research is to explore outlook and response to the domestic advertising market by looking into the present advertising industry in the middle of the ever faster change with a focus on specific analysis of change in concept, expectation and role of the ideas as a key of creativity in advertising. Concept of ideas has changed from the ‘traditional creativity’ perspective centered on materials production to the ‘extensional creativity’ perspective centered on communication solutions, entailing change in work style from the ‘single tracked general work flow’ to the ‘integrated and cohesive work flow’ to support the trend. In other words, domestic and global advertising agencies have already extended service areas as a ‘Problem Solver’ to find out various and significant problems which advertisers faced and resolve them, not confined to active utilizing of multi-dimensional media environments and communication issues, from the ‘Advertising Agency’ with a business model based on commission or fee for advertising materials production. As a result, advertising agencies have sought new business models beyond the ‘Agency,’ aside from the traditional business model.