■Abstract
The Creative Research of Dot Com Advertisement by the Type of Advertising
- in TV commercial -
Ryu, Ji-eun
Thesis for Master's Degree
Dept of Advertising Design
The Graduate School of Industrial Art
Hong-ik University
Directed by Prof. Kwon Myeong-Kwang
The development of communication can be referred to as the development of mass media. Appearance of new mass media is getting so fast that one can say the history of mass media development equals the history of communication development. People viewed television and radio as the greatest revolutionary mass media in history when they first appeared in the market. The Internet is becoming as the most advanced new mass media in this new millennium, and it is also changing our lifestyle, which is evolving as fast as speed of light. The Internet created new consumer area called netizen(network citizen)’, and people even build cyber home in the Internet.
Internet has become such an important aspect of our lives that now we might not be able to live without it. Internet created new field in advertising as well as new advertising media, and it had a tremendous impact in advertising market. Contributing greatly in overcoming IMF crisis, the advertisements for communications and Internet companies have become more creative and innovative since 1999. Even though the main area of dot com companies is inside of cyber space, they use television broadcasting as their main advertising method to raise their brand power. Thus, the need to explore and study the ‘creative’ of advertisements for dot com companies is apparent.
Nowadays these companies not only simply show their URLs as they did in the beginning, but also they are trying to show their unique characteristics.
This research will evaluate strategic side of concept source type, appeal type, and execution type, and visual and copy type, which are the elements of expressing advertisement. One can grasp the stream of dot com companies’ advertisement from data which were televised from 1999 to October 2000. I hope this research can help in planning strategic advertisement for dot com companies in the future.
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