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A Study for Storytelling of TV Commercial Model by FCB Grid Analysis -mainly about Yuna, Kim Endorsement-

Soongbeum Ahn 1

1경희대학교

Accredited

ABSTRACT

This paper is about an exploratory study of how to make the model storytelling, when celebrities are appeared in TV Commercial. We shall first use generalized FCB Grid analysis from marketing field, drawing on the thought that selecting the suitable model is very important. The frame of this analysis distinguishes between ‘High Involvement/Thinking’ and ‘High Involvement/Feeling’ and ‘Low Involvement/Thinking’, and ‘Low Involvement/Feeling’, based on the relevance between product property and consumer behavior. According to this classification, it seems reasonable to say that a certain product for advertisement has a certain way of advertising. Advertisers should carefully choose a model within relevance of product properties, due to the fact that celebrities already have well-known stories to the publics, and also should strategically make storytelling for advertisements. Selection process of model could be practicing the ‘concept storytelling’. And after the selection of a model, working on making advertisement storytelling can be planned for ‘storytelling as a technique’. Therefore, this paper shall analyze in the view of storytelling focusing on Yuna Kim's advertisements. To pay attention to this issue, we shall choose her advertisements, ‘Hyundai Motor’ (High Involvement/Thinking), ‘Lacvert Cosmetics’(High Involvement/Feeling), ‘Saffron’(Low Involvement/Thinking), and ‘Mail milk’(Low Involvement/Feeling), which are representative of four filed for FCB Grid model among her commercials in 2009. Storytelling of these commercials are analyzed by message, conflict, and characters. And we considered with the thought that message is divided into ‘instillation-enlightenment/open-sympathy’, and conflict is divided into inner conflict/outer conflict', and characters are divided into ‘real character based on facts of the information/fictitious character based on fictional agreement’. As a result, we confirmed there has been phenomenon that Korean advertisement system excessively depends on so called ‘big Model’ rather than making a suitable storytelling. This paper is about exploratory study focusing on the schemes of storytelling for advertisement model. We expect that research for this filed takes form in various ways, in the aspect that there should be various studies in each process of making advertisement.

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