An Analysis Study on the Creative Strategy of Bumper Advertising on YouTube: From 2020 to 2023, focusing on the korea bumper ad

Q3 Engineering

Journal of Design Research Pub Date : 2023-09-30 DOI:10.46248/kidrs.2023.3.388

Jae Hyun Shim

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引用次数: 0

Abstract

This study is a creative strategy study of YouTube bumper advertisements, and the purpose of the study is to analyze the advertising appeal method, message strategy, and creative strategy of bumper advertisements to help them serve as reference materials for advertising production. The scope of the study investigated advertisements uploaded to TVCF, an advertising site, from 2020 to 2023. First, the analysis method is to investigate the degree of involvement through the FCB Grid strategy. Second, message analysis through Taylor's six-part message strategy. Third, it was analyzed through the Laskey creative strategy. According to the results of the study, the FCB Grid strategy was the highest in the low-involvement rational area, and the information-oriented emergency need area was the highest in the six-division message strategy. The Taylor 6-division message strategy according to the FCB Grid strategy showed a high information perspective of low-involvement. In the Laskey creative strategy, the information perspective was high, and the general-information area was the highest from the information perspective. It is hoped that the results of this study will serve as basic data for expression strategies for bumper ad production.

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YouTube缓冲器广告创意策略分析研究:2020 - 2023年，以韩国缓冲器广告为例

本研究是对YouTube缓冲器广告的创意策略研究，研究的目的是分析缓冲器广告的广告诉求方法、信息策略、创意策略，使其成为广告制作的参考资料。该研究的范围是调查2020年至2023年期间上传到广告网站TVCF的广告。首先，分析方法是通过FCB网格策略考察参与程度。其次，通过泰勒的六部分信息策略进行信息分析。第三，通过Laskey的创意策略进行分析。研究结果表明，FCB网格策略在低涉入理性区域最高，信息导向应急需求区域在六分区消息策略中最高。基于FCB网格策略的泰勒六分消息策略表现出低介入的高信息视角。在Laskey创意策略中，信息视角高，从信息视角看，一般信息领域最高。希望本研究的结果能够为后续广告制作的表达策略提供基础数据。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Design Research Engineering-Engineering (miscellaneous)

CiteScore

0.60

自引率

0.00%

发文量

期刊介绍： JDR is an interdisciplinary journal, emphasising human aspects as a central issue of design through integrative studies of social sciences and design disciplines. Originally published as an electronic journal publishing articles including multimedia applications and hence allowing visual knowledge transfer, it is now also available in print. Topics covered include Expertise in design Design learning strategies and design pedagogy Design as a social process Gaming and simulation in design Designing user interfaces The role of visual techniques in the design process Design tools Sustainability.