Abstract
With the recent advancement of digital technology and development of social network, the time has changed from the caller taking the initiative to the receiver taking it. Also, as the recent Cannes Lions Advertising Festival as shown, new forms ot advertisements are appearing. However, the environment for advertisement development in Korean advertising agencies is not changing. Due to this, now is the time to create an advertisement production environment with the study about new methology and environment. As an alternative to developing advertisement production methodology that can counteract to the changes in advertisement market that the consumers's sympathy and participation is an important factor, this study checks for the current situation of advertising in 2013, and analyzes the service design and innovative advertising, which both show similarity in the results, by borrowing R.H. Ducoffe's(1996) theory on advertising attribute factor. Based on the result of analysis, the study researched about the direction of development for future advertising development.
| Translated title of the contribution | A Comparative Study on Service Design and Innovative Advertising Examples |
|---|---|
| Original language | Korean |
| Pages (from-to) | 131-139 |
| Number of pages | 9 |
| Journal | 정보디자인학연구 |
| Volume | 16 |
| Issue number | 2 |
| State | Published - Dec 2013 |