ABSTRACT

International Advertising Festivals play important role in bringing up the quality of advertisings in worldwide numerous ideas across the continents on ever-so-growing advertising industry. Although Korea is shoulder to shoulder with top advertising countries in regards to its market size, Korean advertising have not been successful at such internationally acclaimed advertising festivals over the period of time. Throughout this thesis, I examined various award-winning-advertising and find possible winning combinations behind their success. Furthermore I analyzed why Korean advertisings have been so unfortunate ay those festivals. For those winning advertising. I took a closer look at their type and characteristics.

In the research proposal 1, I analyzed characteristics of contents of award winning advertisings, as well as their selling point, image, and any particular persuasive mechanism that they may have developed in order to win the award at the international advertising festivals. In the research proposal2, based upon the various reasons from proposal 1, I examined the possible winning combinations of award winning advertisings and their type. In the research proposal 3, I studied visual presentation of award winning advertisings and that of Korean advertising in comparison in one and another.

In the end, based upon advertisings creative presentation, persuasive mechanism, and ways of approaching to main theme or selling point, various winning combinations and reasons for winning the award at the advertising festivals have been noted. Of numerous reasons, regardless of limitation of advertising environment, utmost importance lies with creative presentation. Nonetheless, if we continuously strive to improve our creative and create ways to meet the standards of international advertising awards, I believe our hard works will pay off in the competitive international festivals in the near future.

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