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A Study on the Characteristics of Architectural Buildings for Car Advertisements based on Three Elements for the Advertising Communication

광고 커뮤니케이션 3요소를 통해 나타나는 자동차 광고 속 건축물 특성에 관한 연구

  • 성이용 (목원대학교 건축학부 건축학전공) ;
  • 김동식 (부산대학교 주거환경학과 및 노인생활환경연구소)
  • Received : 2013.12.30
  • Accepted : 2014.02.12
  • Published : 2014.02.28

Abstract

The purpose of this study is to provide the connectivity between the preference of architectural buildings and automobile companies as the most widely used background images for automobile advertisements. Based on the familiarity of the brand, the complexity of the message, and the novelty of the advertisement, this research is discovered with preferred images of automobile companies as well as the connectivity by analyzing architectural buildings emerging with various background images of automobile advertisements. After analyzing all three elements for the advertising communication, the conclusions through case investigations of nine automobile companies are the below. Firstly, the familiarity of the brand from nine automobile companies was high ranked satisfaction scores after questionnaire surveys. Secondly, all the aspects for the space, formative, material, height, and utilization related to the complexity of the message are not only matched the preferred images which automobile companies persue but the same preferred design elements after reviewing the most preferred and next most preferred images from the companies. Lastly, the methods for emphasizing the automobile itself which is related to the novelty of the advertisement simplify background images along with preferred artificial structures.

Keywords

References

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