Browse > Article
http://dx.doi.org/10.5392/JKCA.2013.13.12.149

Storytelling and Digital Discourse in Advertising : focusing on Corporate Ads of Mobile Telecommunication Companies  

Chung, Sung Hye (서울여자대학교 언론영상학부)
Publication Information
The Journal of the Korea Contents Association / v.13, no.12, 2013 , pp. 149-167 More about this Journal
Abstract
This study focuses how storytelling in advertising has introduced and determinated mobile telecommunication technology as a digital technology in the process of its rapid acceptance into our society. The objective of the study is to confirm the role of advertising in introducing technology into a society and the relation between advertising and technology by chasing the digital discourse produced by advertising while digital technology permeates through our society. This study uses content analysis for basic research and discourse analysis for exploring the change of digital discourse in the corporate ads of mobile telecommunication companies since 15 years. As a result, 1) 'digital' and 'analogue' discourses were found to be competing and contesting with each other across the years. Digital discourse mainly connected to a new mode of thinking and lifestyle appeared predominant in the early period, but eventually gave way to its alternative, analogue dialogue. The analogue discourse was brought with such values as humanity, slowness and happiness, which has been by and large undermined by the new, fancy digital technologies and their world, 2) whereas some mixed forms of these two discourses were also found. 3) In the meantime, digital-based mobile communication technologies were identified with people who think outside of box and have an innovative attitude toward their life in the ads. Through this signification process, the ads contribute to permeation of mobile communication technology into our daily life.
Keywords
Mobile Telecommunication Advertising; Corporate Advertising; Digital Yechnology; Digital Discourse; Analogue Siscourse; Siscourse Analysis; Storytelling in Advertising;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 강준만, 전상민, 광고, 욕망의 연금술, 인물과 사상사, 2007.
2 D. Kellner, Media Culture, London: Routledge, 1995.
3 안의진, "TV광고드라마의 특성 :유형, 표현방식, 서술", 광고학연구, 제18권, 제1호, pp.63-85, 2007.
4 D. Sole and D. Gray-Wilson, Storytelling inorganizations:The power and traps of using stories to share knowledge in organization, LILA: Havard University, 1999.
5 김희균, 배식한, 박민영, 김명석, 글쓰기, 성신여자대학교 출판부, 2009.
6 류은영, "내러티브와 스토리텔링 : 문학에서 문화콘텐츠로", 인문콘텐츠, 제14호, 2009.
7 차유철, 정상수, 이희복, 신명희, 광고와 스토리텔링, 한경사, 2009.
8 박명진, 광고스토리텔링 유형이 감정이입에 미치는 영향, 고려대학교 박사학위논문, 2012.
9 B. H. Schmitt and A. Simonson, Marketing Aesthetics: The Strategic Management of Brands, New York: The Free Press, 1997.
10 J. M. Wise, Reading Hall Reading Marx. Cultural Studies, Vol.17, No.2, pp.105-112, 2003(3).   DOI   ScienceOn
11 정승혜, 이동통신 광고의 사회문화사, 고려대학교 박사학위논문, 2012.
12 N. Phillips and C. Hardy, Discourse analysis: Investigating process of social construction, SAGE University papers on Qualitative research methods, Vol.50, Sage, 2002.
13 G. Cook, The discourse of advertising, Routledge, 1992.
14 P. Du Gay, S. Hall, L. Janes, H. Mackay, and K. Negus, Doing Cultural Studies: The Story of the Sony Walkman. Sage/The Open University, 1997.
15 J. Hay, Advertising as a cultural text (Rethinking message analysis in a recombinant culture), Rethinking communication, 1988.
16 K. Myers, Understanding advertisers, In Davis, H. & Walton,P.(Eds.), Language, Image, Media. Oxford, England: Basil Blackwell, 1983.
17 백승국, 문화기호학과 문화콘텐츠, 다할미디어, 2004.
18 박태순, "MMORPG 가치체계 비교연구", 한국콘텐츠학회논문지, 제11권, 제10호, pp.85-92, 2011.   과학기술학회마을   DOI   ScienceOn
19 SK텔 '스피드 011'로 변경. (1997. 9. 3). <매일경제>, 13.
20 강명구, "광고의 문화적 역할에 관한 연구: 광고에 나타난 전통문화의 비판적 해석", 광고연구, 여름호, pp.61-107, 1989.
21 조중래 (2007. 11. 22). 경향광고대상/브랜드 대상－SK텔레콤. <경향신문>, SB.
22 TBWA Korea, SK텔레콤 기업 브랜드 광고효과 Tracking-'사람을 향합니다' 캠페인 효과 분석 보고서, 2008.
23 한기석, "016-018 합병법인 KTF 출범", 한국일보, 2001. 5 .2.
24 김태한, "'016+018' KT프리텔 공식출범', 동아일보, p.9, 2001. 5. 3.
25 KTF 10년사 편찬위원회, KTF 10년사 : 1996-2006 : More than mobile, 케이티프리텔, 2006.
26 송민정, 디지털미디어와 콘텐츠의 이해, 서울: 진한도서, 2003.
27 이화자, 제일기획 모바일포럼, KTF 즐거움을 파는 회사, 흐름출판, 2005.
28 J. Williamson, Decoding advertisements: ideology and meaning in advertising, Marion Boyars, 1978.
29 양정혜, "광고와 신기술: 텔레비전 광고가 구성하는 스마트폰의 의미", 사회과학연구, 제22호, 제2호, pp.129-152. 2011.
30 이재현, 모바일 미디어와 모바일 사회, 커뮤니케이션북스, 2004.