국내외 오디오북 플랫폼 광고의 표현분석

Abstract

This study focuses on comparing and analyzing the creative expression strategies of domestic and foreign audiobook service platforms(ASPs) advertising. The total of 40 TV and web film advertisements of domestic and foreign ASPs were examined by content analyzing. The study results are as follows. First, the advertisement of the ASPs deals with characteristics of the ASP itself as the core message rather than the message related to the book provided by the audiobook. And as an advertising model as a speaker to deliver a message, advertisements of domestic ASPs mainly used characters in books or authors of books, while advertisements of foreign ASPs generally use famous people. Second, in terms of message strategy, advertisements of domestic ASPs use an transmissional strategy to convey the convenience and informationality of audiobook service, while advertisements of foreign ASPs use a ritual strategy that conveys experiences and meanings in daily life as creative strategy. Third, as a specific expression strategy to deliver the messages, the lesson and drama technique among the expression techniques were used a lot in advertisements of domestic ASPs, and the association transfer technique was used along with the the lesson and drama technique in advertisements of foreign ASPs.