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MISSION01 / 해외야립광고크리에이티브에대한우수사례분석
참고
자료
Ⅲ
결론
MISSION01
본보고서는영국의크리에이티브옥외광고사례를탐구하여국내옥외광고제작에있어인사이트와벤치마킹
소스를제공하는것을목표로하였다.첫번째영국항공의사례의경우개인적이면서상호작용적인광고카피를
1
조재수,전종우,이상원,천용석.(2019).옥외광고회사의창의성인식비교및창의성이매출에미치는영향.광고연
구,(120),132-157.
통해창의적인옥외광고캠페인을전개할수있음을살펴보았다.핵가족화,1인가구증가,저출산등개인주의경
2
Ochse,R.,1990.Beforethegatesofexcellence:Thedeterminantsofcreativegenius.CUPArchive.
향성이짙어지고있는가운데개인의행복을우선시하는문화가자리잡아가는한국에서영국항공의사례는시의
3
Reid, L.N. and Rotfeld, H.J., 1976. Toward an associative model of advertising creativity. Journal of
성을가진다.옥외광고에게시할광고카피라이팅을작업할때직원과고객모두를개인으로인식하고접근할필
Advertising,5(4),pp.24-29.
MISSION02
요가있음을시사한다.두번째삼성갤럭시Z플립4의특수제작빌보드는제품의속성에따라물리적광고판디
4
Sternberg,R.J.ed.,1988.Thenatureofcreativity:Contemporarypsychologicalperspectives.CUPArchive.
자인에변형을가하여광고전달력을높인참고사례로서활용될수있을것으로보인다.데이터를활용한디지털
5
Sternberg, R.J. and Lubart, T.I., 1991. An investment theory of creativity and its development. Human
옥외광고에해당하는나머지3개사례의경우브랜드인지도제고등의상업적용도를넘어창의적인방법을기반
development,34(1),pp.1-31.
으로한밤거리보안실현,아동보호,성숙한반려동물문화등공공의이익을도모하는모습을확인할수있었다.
6
Sternberg,R.J.andLubart,T.I.,1996.Investingincreativity.Americanpsychologist,51(7),p.677.
본과제에서살펴본사례들을참고하여한국만의고유한크리에이티브가담긴옥외광고가‘창의성을장려하는기
7
Sternberg, R., & Lubart, T. (1998). The Concept of Creativity: Prospects and Paradigms. In R. Sternberg
업문화’속에서재창조되기를희망한다.
(Ed.), Handbook of Creativity (pp. 3-15). Cambridge: Cambridge University Press. doi:10.1017/
MISSION03MISSION04MISSION05
CBO9780511807916.003
8
Lubart,T.I.,1994.Product-centeredself-evaluationandthecreativeprocess(Doctoraldissertation,Yale
University).
9
Lubart,T.I.andSternberg,R.J.,1995.Aninvestmentapproachtocreativity:Theoryanddata.
10
Zinkhan, G. M. (1993). Creativity in advertising: Creativity in the Journal of Advertising. Journal of
Advertising,22(2).1~3.
11
Outsmart,2023,UKOutofHomeRevenue?2022Report
12
https://erudera.com/statistics/uk/uk-international-student-statistics/
13
https://www.fastcompany.com/3022132/these-interactive-british-airways-billboards-point-to-planes-
flying-over-in-real-time
14
https://www.wpp.com/en/featured/work/2018/06/ogilvy-uk-british-airways-magic-of-flying
15
https://compassmag.3ds.com/special-reports/strategic-marketing-in-the-age-of-experience/british-
airways/
16
https://euro.dayfr.com/business/414003.html
17
https://clearlycultural.com/geert-hofstede-cultural-dimensions/individualism/
18
https://mediashotz.co.uk/iris-creates-folding-billboards-for-samsung-galaxy-z-flip4-campaign/
19
https://www.lbbonline.com/news/samsungs-folding-billboard-flips-the-script-to-celebrate-launch-of-
galaxy-z-flip4
22
2023옥외광고해외통신원연간활동보고서 23
참고
자료
Ⅲ
결론
MISSION01
본보고서는영국의크리에이티브옥외광고사례를탐구하여국내옥외광고제작에있어인사이트와벤치마킹
소스를제공하는것을목표로하였다.첫번째영국항공의사례의경우개인적이면서상호작용적인광고카피를
1
조재수,전종우,이상원,천용석.(2019).옥외광고회사의창의성인식비교및창의성이매출에미치는영향.광고연
구,(120),132-157.
통해창의적인옥외광고캠페인을전개할수있음을살펴보았다.핵가족화,1인가구증가,저출산등개인주의경
2
Ochse,R.,1990.Beforethegatesofexcellence:Thedeterminantsofcreativegenius.CUPArchive.
향성이짙어지고있는가운데개인의행복을우선시하는문화가자리잡아가는한국에서영국항공의사례는시의
3
Reid, L.N. and Rotfeld, H.J., 1976. Toward an associative model of advertising creativity. Journal of
성을가진다.옥외광고에게시할광고카피라이팅을작업할때직원과고객모두를개인으로인식하고접근할필
Advertising,5(4),pp.24-29.
MISSION02
요가있음을시사한다.두번째삼성갤럭시Z플립4의특수제작빌보드는제품의속성에따라물리적광고판디
4
Sternberg,R.J.ed.,1988.Thenatureofcreativity:Contemporarypsychologicalperspectives.CUPArchive.
자인에변형을가하여광고전달력을높인참고사례로서활용될수있을것으로보인다.데이터를활용한디지털
5
Sternberg, R.J. and Lubart, T.I., 1991. An investment theory of creativity and its development. Human
옥외광고에해당하는나머지3개사례의경우브랜드인지도제고등의상업적용도를넘어창의적인방법을기반
development,34(1),pp.1-31.
으로한밤거리보안실현,아동보호,성숙한반려동물문화등공공의이익을도모하는모습을확인할수있었다.
6
Sternberg,R.J.andLubart,T.I.,1996.Investingincreativity.Americanpsychologist,51(7),p.677.
본과제에서살펴본사례들을참고하여한국만의고유한크리에이티브가담긴옥외광고가‘창의성을장려하는기
7
Sternberg, R., & Lubart, T. (1998). The Concept of Creativity: Prospects and Paradigms. In R. Sternberg
업문화’속에서재창조되기를희망한다.
(Ed.), Handbook of Creativity (pp. 3-15). Cambridge: Cambridge University Press. doi:10.1017/
MISSION03MISSION04MISSION05
CBO9780511807916.003
8
Lubart,T.I.,1994.Product-centeredself-evaluationandthecreativeprocess(Doctoraldissertation,Yale
University).
9
Lubart,T.I.andSternberg,R.J.,1995.Aninvestmentapproachtocreativity:Theoryanddata.
10
Zinkhan, G. M. (1993). Creativity in advertising: Creativity in the Journal of Advertising. Journal of
Advertising,22(2).1~3.
11
Outsmart,2023,UKOutofHomeRevenue?2022Report
12
https://erudera.com/statistics/uk/uk-international-student-statistics/
13
https://www.fastcompany.com/3022132/these-interactive-british-airways-billboards-point-to-planes-
flying-over-in-real-time
14
https://www.wpp.com/en/featured/work/2018/06/ogilvy-uk-british-airways-magic-of-flying
15
https://compassmag.3ds.com/special-reports/strategic-marketing-in-the-age-of-experience/british-
airways/
16
https://euro.dayfr.com/business/414003.html
17
https://clearlycultural.com/geert-hofstede-cultural-dimensions/individualism/
18
https://mediashotz.co.uk/iris-creates-folding-billboards-for-samsung-galaxy-z-flip4-campaign/
19
https://www.lbbonline.com/news/samsungs-folding-billboard-flips-the-script-to-celebrate-launch-of-
galaxy-z-flip4
22
2023옥외광고해외통신원연간활동보고서 23
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