Journal of Digital Contents Society (디지털콘텐츠학회 논문지)

Digital Contents Society (한국디지털콘텐츠학회)
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A Content Analysis of Webtoon Advertising: Focused on Narrative and Expressive Characteristics

웹툰 광고 내용분석 : 내러티브와 표현 속성을 중심으로

  • Kim, Woon-Han (Department of Media Communication, Sunmoon University) ;
  • Kim, Hyun-Jung (Department of Advertising & Public Relations)
  • 김운한 (선문대학교 미디어커뮤니케이션학과) ;
  • 김현정 (서원대학교 광고홍보학과)
  • Received : 2017.04.07
  • Accepted : 2017.04.25
  • Published : 2017.04.30
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Abstract

This study collects 112 webtoon advertisements by Google extended search to reveal the narratives of webtoon in persuasive communication context. The results of content analysis are as follows. First, product categories are found relatively more in number such as content and game, cosmetics, public service announcement than other products. Second, the number of webtoon advertisements has increased these seven years; rather drastic increase is found in 2013. Third, as for the origin, brand webtoon is the largest number of all types. Fourth, there is a significant difference between public interest products and commercial products in absurdity advertising number. Commercial products use a variety of genres such as romance, drama, everyday life, including absurdity, while public interest products focus mainly on everyday life.

웹툰의 내러티브 속성이 설득 커뮤니케이션 상황에서 어떻게 활용되고 있는지 살펴보기 위해 구글 확장 검색을 실시하고, 수집된 112편의 광고를 내용분석하였다. 분석 결과, 첫째, 국내 웹툰 광고는 콘텐츠 게임, 화장품 패션 스포츠 부문, 정보통신 전기전자, 공익 및 교육 분야에서 많았다. 둘째, 최근 7년간 웹툰 광고 빈도가 증가하고 있으며, 2013년을 시점으로 신규 웹툰 광고물이 크게 증가하였다. 셋째, 태생별로 보면 브랜드 웹툰 유형이 가장 많았다. 넷째, 상업적 제품은 순정, 드라마, 일상, 부조리 장르 등에서 대체로 고르게 나타났으나, 공익적 제품은 일상 장르에만 나타나 공익 광고 전략이 편향되어 있었다.

Keywords

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