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http://dx.doi.org/10.14400/JDC.2020.18.3.299

A study on Seoul Milk's commercial advertising storytelling though the Nudge effects  

Park, Yoon-Sung (Major of Designbiz, Kyonggi University)
Ham, Ju-Yeon (Major of Jewelry.Metal Design, Kyonggi University)
Publication Information
Journal of Digital Convergence / v.18, no.3, 2020 , pp. 299-304 More about this Journal
Abstract
In the past, commercial advertisements were produced mainly by advertisements that introduced functions, descriptions, or brands that the product had. However, the current advertising market appeals to the product by projecting emotion into the product in line with the consumer's expanded role of storytelling. Nudge effects can help you make the right choice in an economic and behavioral sense. Storytelling, which includes these nudge effects, allows people to communicate with people, thereby allowing consumers and businesses to move in the direction they want. This study understands the concept of nudge effect through commercial advertisement of Seoul Milk and studies the impact of corporate commercial advertisement on the analysis of the interactions between nudge effect and storytelling on the company's perception change as a consumer. The purpose of this study is to study the influence of the nudge effect. The results of this study have affected the perception of the entity, affected by the ripple effect of the nudge effects.
Keywords
Convergence; Storytelling; Nudge effect; Seoul Mlik; Commercial advertisement; commercial advertising trends;
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