Journal of the Korean Graphic Arts Communication Society (한국인쇄학회지)

The Korean Graphic Arts Communication Society (한국인쇄학회)
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Copy Style in Print Advertising : Focused on Humor Advertising

인쇄 광고의 카피 특성 분석 - 유머 광고를 중심으로

  • Lee, Kwang-Sook (Faculty of Advertising and PR, Joongbu University) ;
  • Koo, Ja-Hwi (Faculty of Advertising and PR, Joongbu University)
  • 이광숙 (중부대학교 광고홍보학과) ;
  • 구자휘 (중부대학교 광고홍보학과)
  • Received : 2009.09.04
  • Published : 2009.12.01
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Abstract

The purpose of this study is to provide a executive guideline of humor in Print advertising by analyzing the copy style. For this aim, in-depth analysis about the copy style of humor in Print advertising collected by the web-site of TV cf from 2005 to 2008 was performed. In conclusion, findings showed that the copy style in the pattern of expression was focused on the psychological arousal and incongruity and the pattern of damaging and attacking someone's prestige was considered to be significant in some degree. It was also found that the copy style of humor in Print advertising in the method of expression was focused on the factor of pun, jokes, double-meaning but the factor of satire, irony and turns of phrase was a minority.

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